Firstly, Congratulations on taking the next step in the Influencer industry.
Shifting from Micro to Marco influencer status is a lot like getting a promotion in the physical realm. To transit, you need to pay attention to the nuances and spot the available opportunities that may be optimised for your success.
A quick Google search would inform you that Macro Influencers are small-time celebrities in their playing field. Quantitive data would show a follower count between 100k - 999k. Some popular names that come to mind are @mongabong @andeecys
Often referred to as thought leaders and trendsetters, this group of influencers has sufficient leverage that a brand may need especially in generating buzz and awareness. This entails that the influencer would require to be extremely savvy with the news relating to the audience niche they appeal to.
Other than the prerequisites of having an organic following base of 100k - 999k and an engagement value of about 3% and above, there is more.
The influencer industry is one that even though it is considered “new”, but already highly saturated. It is extremely competitive upon closer look into the different niches, but definitely a lucrative market to expand. As an aspiring micro-influencer that is about to strategise the big move, 3 things to keep in mind: Build, Grow, Diversify.
Influencers are brands. Just that the product - you, as an influencer is offering, is a service promise. A service promise that you align with the values of the product that you are putting your face forward for. With this in mind, it boils down to communication. How do you convey that?
2 things:
- Visually curate your feed that speaks of what you want (or are already) known for
- Partner with Brands that you would actually use
Fundamentally, an Instagram influencer’s job description is to visually narrate a compelling story. Your feed is a portfolio and it should showcase what type of audience you would attract and what you have knowledge in.
Image Credit: @dreachong
Without tapping into any of the Instagram squares, you are able to tell where @dreachong ‘s influence is on - Fashion and Skincare. This is what as an influencer you should do in order for your target audience/brands to immediately see an alignment and tap “follow” or work with you.
Your first foray into the Influencer industry would have already allowed you to understand what growing your audience means. Here, we are talking about quite literally, Growing with them.
Influencer marketing and Advertising in today’s terms build on resonance and relatability. In order for these 2 ingredients to work their magic, you need time. This establishes a sort of presence without being too authoritative or intrusive. Ideally, you would want your Instagram handle to roll out of your followers’ tongues every time they talk about a niche you are in.
There is no shortcut to this except to consistently build your rapport and remain true to what you stand for.
We know, it looks contradictory against whatever is mentioned above. What we are really talking about here is innovating your content ideas.
People have diverse ways of receiving content. Why should then, influencers adopt a one-track mind?
TikTok, a global social phenomenon has demonstrated versatility in our content consumption. It has deviated from your typical show-and-tell to embedding your persona for something that is truly your own. Different media streams can go viral even though it has a foundation built on a common topic.
One eg. could be jumping on board a particular dance trend to communicate an activewear line’s functionality.
Lastly … Power in Numbers. So collaborate with other like-minded influencers. Share your audience pool and help one another increase the follower numbers! Beyond reach and awareness, this enables and empowers a healthy industry environment that supports and uplifts.