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!


Why a Restaurant's Digital Footprint is a Main Metric for Fiscal Success
Why a Restaurant’s Digital Footprint is a Main Metric for Fiscal Success
January 24, 2022
Barbara Castiglia spoke with Savneet Singh, president and CEO of Par, a software and hardware solutions company for the restaurant industry, about the importance of technology to survive the Read more
irish whiskey barrels
E.U. Whiskey Tariffs Are Lifted, But the Industry is Still On the Rocks
January 21, 2022
  The whiskey market is eager for a return to form. In 2018, in response to the U.S. steel and aluminum tariffs targeting the E.U. and ordered by former President Donald Trump, the European Read more
Material Signs: Introduction to the World of Optics
January 21, 2022
Doctors Scott Carney, chief science and technology officer at Optica, Kate Medicus, CEO at Ruda-Cardinal, and Alexis Vogt, endowed chair and professor of optics at Monroe Community College, joined Host Tyler Read more