Macro influencers are big names in digital marketing, sitting between regular creators and celebrities. They have hundreds of thousands of followers, giving you big reach and strong engagement without the high price tag of celebrity endorsements.
If you’re a brand that doesn’t have enough budget to work with mega-influencers, macro-influencers are a great option.
But you may wonder how can you find the right macro-influencers for your brand? What are the benefits and challenges of working with them? That’s all we’ll cover in this article.
Moreover, we’ll introduce one of the top free influencer marketing platforms that can help you find and collaborate with them.
Stick around—we’ll break it all down for you!
What Are macro influencers?
A macro influencer is a famous or soon-to-be-famous Instagram influencer with 100k to 1 million followers. Macro influencers have a high engagement rate, lots of likes and comments, and many sponsored posts on their feed.
Plenty of celebrities, singers, public figures, and even cat influencers! are macro influencers. They produce content regularly and have a large audience of people trusting them.
Different Types of influencers
To have a successful influencer marketing campaign, brands need to be aware of the four different types of influencers and choose which one they want to work with.
- Nano influencer: As they have fewer than 10k followers, finding Nano influencers is easy. They enjoy high engagement rates though. Having a friendly attitude, they are regarded as trustworthy by their audience.
- Micro influencer: After Nanos come micro influencers. With 10k to 100k followers, micro-influencers are usually well-known in specific niches.
- Macro influencers: Then there are macro influencers. They have between 100k to 1 million followers, and we will talk about them in more detail in this article.
- Mega influencers: The last type is mega influencers with more than 1 million followers. They are indeed very influential, but it will cost brands so much to work with one.
Macro influencers are between the two categories of mega-influencers and micro-influencers.
Differences between micro and macro influencers
With each one having its own distinct characteristics, macro-influencers and micro-influencers can be easily told apart. Look at the following points on micro vs. macro influencers.
Follower Count & Reach
- Micro influencers have 1K–100K followers. They reach fewer people but often hit a more specific audience.
- Macro influencers have hundreds of thousands up to 1M. They can get your brand seen by more people fast.
Engagement & Trust
- Micro influencers usually get more likes and comments compared to their follower size because their audience feels closer to them.
- Macros get lower engagement rates but much bigger total numbers – millions of views and likes.
Audience Demographics
- Micros often have followers who share one interest or belong to the same group (like young women into sustainable fashion).
- Macros have bigger and more mixed audiences, which means you’ll reach more people but not all may fit your brand. It’s smart to check their audience stats first.
Content Quality & Style
- Macros usually create more polished, professional content.
- Micros often post more natural, relatable stuff. Both styles can work – it depends on your brand’s vibe.
Cost & Budget Fit
- Macros are expensive.
- Micros are cheaper – some work for free products or small payments. If you have a tight budget, working with several micros might get you better overall results.
Availability & Exclusivity
There are way more micro influencers than macros. Macros are rare and harder to book, and they might ask for exclusivity. Micros are easier to find and often more flexible.
Macro influencers know their audience well and have gained a very good understanding of them over the years. They do not like to lose their audience’s trust with a sponsored post that is irrelevant to their page.
Their audience counts on their word when they recommend a brand or service. Such loyal customers are precisely what most businesses and brands need.
Which One is Better: Macro Influencers or Micro Influencers?
You don’t have to pick just one — many brands use both.
- Macro influencers = big reach, great for fast exposure (like product launches).
- Micro influencers = smaller audience, better engagement, lower cost.
For brand awareness, choose macros. For niche sales or sign-ups, micros work better. The best campaigns often mix both.
Benefits of working with macro influencers
- Relevance: Macro influencers who work in specific fields have mainly targeted audiences that respond so well to their sponsored posts that promote relevant brands.
- Reach: Having high reach and engagement rates simultaneously is another benefit of working with macro influencers, which is essential for boosting brand awareness.
- Professionalism: Being familiar with brands’ needs and creating high-quality content for them, macro influencers are a good choice for collaboration.
The Main Challenges of Working with Macro Influencers
- Credibility: Be sure to evaluate the influencers’ audience before starting the collaboration. Monitor their previous collaborations with other brands, and if possible, get feedback from those brands.
- Engagement: The engagement rate is one of the most important factors for choosing an influencer. Influencers with 800k to 900k followers may have very low engagement rates and no communication with their audience at all. So be careful in this regard as well.
- Cost: Macro influencers are some of the most popular influencers and probably have a lot to offer. They may also be signed to influencer agencies which causes high fees for partnership.
Who Should Work with Macro Influencers?
Big brands like fashion, beauty, tech, luxury, and entertainment companies usually collaborate with macro influencers when they want mass reach and visibility. For example, Sephora’s TikTok campaign with Sephora influencers got a +1013% ROI in 2023.
If you need to target a niche audience or save money, micro influencers are a better choice. Startups with small budgets usually skip macros because they cost more.
Types of Brands That Commonly Work with Macro Influencers
| Brand Type / Objective | Why Macro Influencers? |
|---|---|
| Established consumer brands | Need rapid, large-scale visibility and credibility |
| New product launches | Require fast awareness and buzz generation |
| Brands entering new markets | Want access to new demographics or regions |
| Companies with premium marketing spend | Can afford higher costs for professional content |
| Retailers seeking quick sales | Benefit from influencer-driven, high-conversion traffic |
| Brands aiming for high-quality visuals | Leverage influencer expertise in content creation |
Before choosing, brands should think about their goals. If they want broad awareness, macro influencers are a good fit. Tools like Ainfluencer can help check if the influencer’s audience and past work match your brand.
Next, let’s check out some real-world Macro influencers examples: who are the top macro influencers on the biggest platforms today, and why are they so influential?
Top 4 Macro influencers on TikTok
Here are the top TikTok macro influencers, each with a big following and strong impact:
1. Emma Mac (@0emmamac)
- Niche: Makeup & Beauty
- Follower Count: 897K
Emma is an Australian TikTok creator known for her casual beauty content. She often shares outfit-of-the-day videos and makeup posts, including collaborations with brands like Victoria’s Secret. Her relatable style and consistent posting have helped her build a strong following.
2. Samntha Nicole (@samanthaa.nicole)
- Niche: Beauty
- Follower Count: 590K
The next is an American beauty influencer. Samantha shares beauty and makeup content on TikTok and Instagram. She has collaborated with various brands, including e.l.f. Cosmetics and EVRY Jewels, and is known for her engaging “Get Ready With Me” videos.
3. Alissia Christidis (@alissiachristidis)
- Niche: Beauty
- Follower Count: 854K
Alissia Christidis is a Canadian makeup artist who shares beauty tips, tutorials, and product reviews on TikTok and Instagram. Her high-quality videos and expert advice have helped her build a large following and partner with cosmetic brands.
Moreover, she is one of the Canadian Amazon influencers. She also shares her favorite beauty products on her Amazon storefront. Alissia’s content is known for being relatable and helpful, making her a trusted source for beauty advice.
4. Isabella Mayer (@isabellamayer)
- Niche: Beauty
- Follower Count: 240K
Last but not least on our list of top TikTok macro influencers is Isabella. She is a beauty and lifestyle influencer known for her authentic content and high engagement with followers. She often features beauty tools and products in her videos, maintaining relevance through her genuine approach.
Top 5 Macro Influencers on Instagram
Now, let’s take a look at the best Instagram influencers at the macro level:
1. Therealdrjackie
Dr. Jackie Walters, born in Mississippi in 1958, is an obstetrician-gynecologist. She is also a cast member of Bravo’s TV show “Married to Medicine.” Jackie rose to fame by creating the 50 Shades of Pink Foundation as she survived breast cancer. Her Instagram account has more than 970k followers with a high engagement rate.
On her Instagram account, and also her podcasts, Dr. Jackie’s Point of V, she talks about feminine health and shares her personal experiences and advice. If your business is health-based, she could be a great macro influencer to collaborate with.
2. Laurengiraldo
Lauren Giraldo is an American actress and social media personality born in 1998. She became famous in 2013 by posting on Vines and was nominated for three Streamys. She can sit on the list of top American music influencers and has also released several singles such as “Only Lovers.”
She has more than 900k followers on her Instagram account and introduces herself as “a skincare-obsessed Latina.”
Additionally, she has another account, twelvethreethirty, on which she shares her training exercises.
Being active in so many fields, she is chosen by lots of brands for their influencer marketing campaigns.
3. Meganmayw
Megan Williams, born in 1994, is a British female Instagram model and macro influencer who has walked in three consecutive Victoria’s Secret Fashion Shows in 2016, 2017, and 2018. She is one of the co-founders of Wearehunu.
She is an active figure in the fashion industry and has about 790k followers on her Instagram account, which makes her a good choice for many brands in the same field to collaborate with.
4. Ashleygalvinyoga
Ashley Galvin, born in 1984, is an American yoga instructor who became famous for her strength, flexibility, and unique teaching approach. Her name is among the top Instagram macro influencers, with about 550k followers. She shares lots of yoga and fitness-related content on her inspiring account. So, if your brand is related to fitness, she’ll be an excellent choice for you.
5. Alison__wu
Alison Wu, born in 1986, is another top macro Instagram influencer with a high engagement rate. She is an American wellness influencer who posts about healthy eating, self-care, and physical and mental wellbeing on her Instagram, and Wu Haus blog. She also talks about veganism and shares healthy recipes with her 153k followers. So, she is a good choice for having an Instagram influencer marketing campaign if your business is in any way related to wellness.
Top 4 Macro Influencers on YouTube
Here is a list of Top YouTubers on the macro level in different niches:
1. Nabela Noor (@nabela)
- Niche: Beauty, Lifestyle, Body Positivity
- Subscriber Count: 1M
Nabela uses her platform to inspire self-love and confidence. By sharing beauty, lifestyle, and body positivity content, she encourages her followers to embrace themselves. Moreover, she posts videos of their children on her YouTube channel.
She has teamed up with brands like Target, H&M, and Sam’s Club to promote inclusive beauty and balanced living, showing that self-worth comes in all shapes and sizes.
2. Samantha Ravndahl (@samantharavndahl)
- Niche: Beauty
- Subscriber Count: 939K
Samantha is all about keeping beauty real and easy. She shares honest makeup reviews, and talks openly about beauty standards. Her style is very natural and relatable, which makes her stand out.
Samantha has worked with big brands like Mac Cosmetics, and Sephora, showing products she truly believes in. She’s known for being super honest with her followers and making beauty feel fun and stress-free.
3. Corallista (@corallista)
- Niche: Beauty
- Subscriber Count: 755K
Corallista started her YouTube channel while she was still in college, studying engineering! Now, she’s one of the most trusted macro influencers on YouTube, helping people feel more confident with easy makeup.
She has 755K subscribers who love her simple makeup tips and honest product reviews. Corallista shows how to create natural, everyday looks that anyone can try. Her videos are calm, clear, and perfect for beginners. She has worked with famous brands like Maybelline, Nykaa, and L’Oréal.
4. Kiki Chanel (@KikiChanel)
- Niche: Makeup
- Subscriber Count: 767K
She has about 400K subscribers who love her for being super real. Kiki makes videos about makeup reviews, beauty hauls, and “anti-hauls” — where she talks about things she won’t spend money on. She also chats about personal topics like mental health and shares her true opinions, even if they’re not popular.
Kiki has teamed up with brands like ColourPop, Elf Cosmetics, and Morphe, and her honest style makes brands trust her voice. She also talks about personal stuff like mental health, and she avoids drama or gossip, which makes her channel feel calm and friendly.
Although Kiki started her YouTube in 2015, just for fun, it grew because people felt like they were watching a friend. She also gives smart tips on saving money and not buying things you don’t need. That’s why many people trust and love her videos.
How to choose the best macro-influencers with Ainfluencer?
There are a great number of macro influencers, and finding the right one for your business is very important, yet it can be a time-consuming activity at the same time.
Ainfluencer, with its advanced search features and filters such as gender, location, hashtags, number of followers, etc., helps you find influencers who match your business goals.
On Ainfluencer, you can make descriptive ads about your campaign goals, explore top macro influencers in your area of interest, and invite them to cooperate with you.
Still not convinced? Let’s take a look at its other powerful features:
- Big Influencer Network: You can search over 5M influencers on Instagram, TikTok, and YouTube by niche, followers, location, and more. The AI quickly shows you the best matches.
- Smart Matching: Ainfluencer’s AI checks influencer profiles and real engagement to avoid fake followers and find the best fit for your brand.
- Easy Campaign Management: You can chat, negotiate, send briefs, approve content, and track campaign results all in one place. No need to chase emails.
- Secure Payments: Ainfluencer holds payments in escrow and releases them only after the influencer finishes the work, protecting both sides.
- Grow Fast: You can work with many influencers at once and manage everything easily from your dashboard.
- Safe and Transparent: Influencers are verified, and you can check their reviews to avoid scams.
Use this free influencer marketing platform bustling with worldwide brands and Instagram influencers who are ready to connect and collaborate – all for free.
Conclusion
Influencers are divided into four categories in terms of popularity and follower count, starting with mega influencers, followed by macro influencers, micro-influencers, and nano influencers. Each group of influencers has advantages and disadvantages to work with, because of which we must consider various aspects such as our business goals and budget.
FAQs
Macro influencers or Instagram models with more than 100k followers usually earn $10 for every 1,000 followers per post. Accounts with more than 500k followers make about $600-$700 per post. All in all, they can make from a few thousand to several thousand dollars.
Brands with small budgets, niche products, or local services. If your product is very specific (like software for accountants) or you want deep engagement, smaller influencers are a better fit. Also, if your budget is tight, it’s safer to work with several smaller influencers instead of just one big one.
Check if their audience matches your target market (at least 50% overlap is ideal). Make sure their style fits your brand and look at their past sponsored posts to see how they promote products. Using a tool like Ainfluencer can make this easier by helping you find the right influencer based on your needs.
