December 8, 2021
With more and more people turning to the internet to get nutrition and fitness advice, it’s no wonder that fitness macro-influencers are becoming more prominent. But what are they, and why would brands choose to work with them? Let’s take a closer look.
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Simply put, a macro influencer is an individual who has a large following on social media – usually over 100,000 followers on Instagram — higher than a micro-influencer but lower than a mega influencer. They are often celebrities or well-known bloggers, and their main job is to promote other brands.
In contrast, micro-influencers and nano influencers have a smaller following – usually above 10,000 and below 10,000 followers on Instagram respectively.
Macro influencers can command high fees for product endorsements or appearances. But there’s no doubt that their endorsement is good for brands. They’re famous—or on their way to fame—and they influence lots of people on social media. When they post something on Instagram, Facebook, Snapchat, or elsewhere it can have a rapid ripple effect among their followers.
Aside from the number of their followers, micro-influencers and macro-influencers typically have a lot of differences. And they include:
Macro influencers charge more for their services than micro-influencers. And for good reason – they have a much wider reach and can command higher fees as a result.
But it’s not always about making money as a fitness influencer. On rare occasions, some macro-influencers may be happy to work with brands for free in exchange for product endorsement or a review. The reason for this is that some macro-influencers have built up sizable businesses around their brand, and are no longer solely reliant on paid sponsorships.
Macro-influencers often post about their lives as a celebrity, including the brands and products they use. They also have more of an editorial feel to their content, meaning their posts are often planned.
Micro-influencers, on the other hand, usually post about their day-to-day lives. They offer a more realistic portrayal of what it’s like to be an influencer.
Micro-influencers typically have a niche-specific audience. This is good for brands that are trying to promote their products to a specific crowd because micro-influencers can deliver targeted content to specific demographics.
Macro-influencers, on the other hand, typically have a much more diverse audience. But this means you might not be able to count on them for highly-targeted content.
Macro-influencers are the most effective option for businesses looking to save the time spent on influencer selection and campaign management. When working with micro-influencers, marketers typically have to choose numerous influencers (hundreds or thousands) to equal the reach of a single macro-influencer.
Micro-influencers mostly have a greater engagement rate than macro-influencers. The reason? Micro-influencers are the ideal combination of influencer and best friend.
Due to the regular interaction micro influencers tend to have with their community, their followers often experience a more significant connection. They’re personable and relatable, meaning micro influencer strategy often gets more engagement.
Macro influencers, on the other hand, may not always be approachable or at ease with their status.
A lot of micro influencers are active on social media too, meaning they can do some legwork themselves when it comes to promoting certain products.
Of course, the level of engagement rates depends on the type of content that influencers are posting. If their content is too promotional then it can have a negative effect on engagement rates.
Both micro and macro influencers have their place in the market, and there’s no ‘one size fits all’ answer when it comes to deciding which type of influencer is right for your brand.
It’s more about assessing your brand, considering what you want to achieve with your influencer marketing campaign, and matching the right influencers to those goals.
Social media has given rise to some incredible success stories of people who have gone from average joes to renowned fitness influencers (read our tips on how you can become a fitness influencer on Instagram).
Here are some of the top macro Instagram influencers in fitness right now:
Brands are starting to see the value in working with these larger-than-life fitness icons to build brand awareness, and as their audiences continue to grow, it’s likely that we’ll see even more of these types of influencers in the future.
No one can know for sure what the future has in store, but with hundreds of millions of social media users on sites like Instagram and Facebook, it’s clear that fitness macro influencers and influencer marketing campaigns are here to stay.
Most upcoming fitness influencers overlook one strategy when trying to build their following– it’s not all about the numbers, but rather how engaged your followers are with your content.
To increase engagement and step up to the big leagues, here are some tips you can use:
Don’t just share links with blog posts or workout routines. Offer valuable advice on topics like nutrition and healthy living, as well as more lighthearted fare like memes and GIFs. Incorporate a variety of types of content to attract people from various demographics. Don’t forget to include Instagram fitness hashtags!
If you want to grow an online following, you need to be willing to promote yourself offline, too. Make sure you bring business cards with you everywhere and offer them to people who look like a good fit for your target audience.
If you see a comment from a follower asking about the types of workouts they should do in order to get a certain body type, reply back! Offer specific advice and let them know that their questions are welcome.
In order to grow your following, it’s important to identify and focus on a specific niche within the fitness industry. This can be anything from weightlifting to running, or even just general health and wellness. When you become known as an expert in one specific area, people will be more likely to seek you out for advice.
For example, if you’re fond of running, share your running experiences and advice with the world. Don’t be afraid to offer people tips on how they can increase their speeds or enjoy their runs more.
However, do keep in mind that this shouldn’t limit your content – once you become known as a fitness influencer/expert within a niche, you can branch out and start focusing on other areas of fitness.
When it comes to fitness macro influencers, collaborations are key. Partner with other influencers who have a similar audience size and target market as you do. This will help extend your reach and expose your content to new people.
For example, if you’re a personal trainer who focuses on healthy living, collaborate with a fitness model who is known for her bikini body workouts. This will help attract people who may not have been interested in your content before.
Blogs, unlike social media platforms like Instagram and Facebook, can be indexed by popular search engines such as Google. This means that people will be able to find your blog if they use the right keywords in Google – for example, “How to increase running speed” or “Best beginner weightlifting workout”.
When creating fitness blog content, make sure you:
– Share your own personal experiences with fitness
– Offer advice on how people can get fit and healthy
– Share tips on how to stick to a fitness routine
– Share recipes for healthy, nutritious meals
– Publish regular blog posts (at least once a week)
By following these tips, you’ll be able to create content that is both valuable and engaging for your audience.
Written by: David Maina