Macro-Influencer
A creator with about 100,000–1,000,000 followers. You are buying reach and a production machine, not peer trust. Price and engagement both move the wrong way versus micro.
Macros usually have managers, rate cards, and a two-week legal cycle. Engagement on Instagram in current tables often sits around 0.8–2.5%, lower than micro, with a much higher invoice. Use them for a launch splash or a hero asset — not as your only conversion channel.
A common pattern that works: one macro for the week-one noise, a roster of micros for the codes and the comments. Judging the micros against the macro’s raw impressions is how you kill the cheaper channel that actually sold.
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