Why Macro Influencers Are Leading the Influencer Marketing Boom

 

The last year was lightning in a bottle for influencers. Statista research shows that, at a high level, the influencer marketing industry grew substantially since the pandemic, more than doubling to $13.8 billion in 2021. Not only does this mean an influx of influencers securing brand deals, but an increase in companies focusing on influencer marketing in their larger marketing campaigns.

However, there are still clear winners and losers, and no single path to success. What are some of the key factors differentiating the successful influencers who’ve capitalized on their platform for brand partnerships? What strategies are working best for them and why? For answers, we turned to Joe Sinkwitz, Co-Founder & CEO of Intellifluence, a smart SaaS platform for macro influencers. Here’s his analysis on what’s separating successful brand-sponsored influencers today, and where businesses, big or small, should seek to invest in macro influencers as the content creator market gets more saturated.

Abridged Thoughts:

So there’s something we learned rather recently in Intellifluence running an influencer compensation expectations report over the past summer, where the linear chart that one usually expects of 1 to 2 pennies per follower no longer is happening once there’s certain breakaway points. At about a million plus, the macro influencers, they’re starting to see their wages increase further. The reason for that is supply and demand. There is more demand for those type of influencers than there is actual supply. So they’re benefiting just by the virtue of being large. What strategy is working best for them, though, are focus, focus, focus. By just looking at specific niches and generating content only for those niches, not spraying around and doing all sorts of reviews, they’re able to command large brand partnerships, which is just lining their pocketbooks.

Follow us on social media for the latest updates in B2B!

Image

Latest

influencer partnerships
Moving Beyond Social Media Buzz: How Authentic Content & Long-Term Influencer Partnerships Can Drive Hotel ROI
July 30, 2025

Influencer marketing is rapidly changing, and many hotels are still figuring out how to tap into its full potential. As travelers demand more authentic and relatable content, the pressure is on for hotels to adapt their marketing strategies. But with skepticism around the true ROI of influencer partnerships, it’s more important than ever for brands…

Read More
workforce
Building a Future-Ready Workforce: With Traditional Training Models Failing, It’s Time for Employers and Educators to Build Solutions Together
July 30, 2025

In an era where the average job tenure in the U.S. hovers under four years and industries are evolving faster than academic curricula can keep up, the need for a new approach to workforce development has never been more urgent. Companies like Amazon and McDonald’s are responding by investing in “education as a benefit”…

Read More
belief
Learning Out Loud with Belief, Courage, and the Power of Yes
July 30, 2025

In a world where workplace disengagement is on the rise, with global employee engagement falling to just 21% in 2024, leaders and teams are increasingly seeking meaning, connection, and growth in their work. Amid this shift, professionals are asking deeper questions about purpose and fulfillment, both individually and collectively. That’s exactly where Paul Plamondon’s…

Read More
professional advancement
The Measured Mindset: How Mentorship, Curiosity, and Listening Drive Professional Advancement and Growth
July 29, 2025

Not every path into analytics starts with code and spreadsheets. For some, it begins with curiosity, adaptability, mentorship, and a willingness to learn something entirely new. That’s the case for Mayank Malviya, whose journey from a humanities education in India to a career in U.S.-based market research reveals how initiative and mentorship can accelerate…

Read More