Macro Influencer FAQs
What’s the difference between a macro and micro influencer?
At Social Soup, we categorise creators based on their follower count to help brands find the right fit for their campaigns. Here’s how we define each tier:
• Micro influencers: 1,000–10,000 followers
• Mid-tier influencers: 10,000–30,000 followers
• Macro influencers: 30,000–100,000 followers
• Mega influencers: 100,000+ followers
Both macro and micro influencers play a valuable role in our campaigns. Micro influencers often drive higher engagement and more trusted peer recommendations, while macro influencers help scale reach and build broad awareness.
How can macro influencers elevate my brand’s marketing strategy?
Driving large-scale visibility and reach
At Social Soup, we partner with Australia’s leading macro creators to launch campaigns that deliver rapid awareness and broad reach. These creators help your brand break through the noise with premium content that commands attention and drives results fast.
Shaping culture through trend-led storytelling
Macro influencers are trusted tastemakers who don’t just follow trends, they help set them. We work with creators who align with your brand and values to craft culturally relevant stories that build credibility and spark conversation at scale.
Delivering premium branded content for amplification
With a polished and professional approach, macro influencers produce high-quality content that’s perfect for both organic and paid use. Our campaigns give you a bank of standout creative assets ready to amplify across your digital, retail, and media channels.
What platforms do they work best on?
Instagram, TikTok, and YouTube are the most common – but campaigns can also run on Snapchat, Threads, Lemon8, and more.
What type of content do macro creators produce?
Macro creators can be briefed to produce a wide range of premium content – including video tutorials, photo carousels, explainers, podcasts, and branded storytelling. Beyond content, they can also attend events, talk on panels, host live streams, or act as ambassadors across paid, owned, and earned channels. We work closely with each creator to align the execution with your campaign strategy and brand tone.
Can macro creators help with launches?
Absolutely. They’re ideal for generating buzz, content, and mass awareness.
Can we combine macro and micro influencers in a single campaign?
Yes. A multi-tier strategy helps balance the broad reach of macro influencers with the deep engagement of micro creators. At Social Soup, we’re experts in influencer strategy, having delivered many award-winning, multi-tiered campaigns. We’ll help you structure the right approach based on your goals and budget to maximise impact.
How do you choose the right macro creators for our brand?
At Social Soup, we go beyond surface-level matching. Before kicking off any macro campaign, we run a dedicated Influencer Program Planning Session—a strategic deep dive into what your brand needs from a macro creator.
Through our Influencer Planning Program, we assess fit across four key areas: Brand Fit, Audience Fit, Influence Style Fit, and Content Fit. This ensures we align creators not only with your demographic and values, but also with the tone, storytelling style, and content usability your campaign requires.
We also identify the right creator territories, define the ideal content tone, and address key watch-outs before content is even briefed. This upfront planning allows us to match creators who are not just a good fit, but a strategic extension of your brand.
Is it worth amplifying macro content?
Absolutely. Content from macro creators is not only ideal for boosting via paid media—it’s often built to be amplified. Amplification improves efficiency, extends reach, and ensures your best-performing assets continue to drive impact well beyond the organic post.
It’s important to allocate an amplification budget from the outset rather than treating it as an add-on. At Social Soup, we’ll help you plan for this and can provide case studies showing how strategic amplification has multiplied campaign performance.
Can we localise macro campaigns?
Yes. We can filter creators by location, audience demographics, and community relevance, allowing you to run nationally scaled campaigns that still resonate at a local level.
Whether you’re targeting a metro market, regional hub, or culturally specific audience, we can build a strategy that’s tailored and effective. We’ve successfully delivered geo-targeted campaigns, and we’re happy to share case studies that show how localised influence can drive results across awareness, engagement, and conversion.
What does Social Soup handle in the campaign?
Everything! From strategy and creator sourcing to briefing, content approval, paid amplification, and reporting – we take care of the entire process.
But that’s just the start. We can also support you with in-store product sampling, review generation, campaign research and insights, and influencer activations across all tiers – from nano, macro, and micro influencers. Whether you’re running a single-tier campaign or a fully integrated multi-tier program, Social Soup is built to handle it all and deliver results that scale.
