What is a Mega-Influencer?

What is a Mega-Influencer?

Global celebrities often fall into the mega-influencer category due to their work in the movies, TV, or sporting arena. However, did you know that many modern-day mega-influencers started life as nano-influencers?

These self-made social media stars organically generated follower growth by posting exciting, relevant, and engaging content, and eventually wound up with over 1,000,000 followers!

Now, while becoming a influencer of this scale holds many benefits for both the content creator and for brands they choose to partner with, there are pros and cons to partnering with a mega-influencer.

What are the benefits of working with a Mega-Influencer?

Similar to collaborating with a macro-influencer, one social media post from a mega-influencer can send a brand into orbit. If the content hits the right note, a mega-influencer can instantly make a brand’s marketing campaign go viral.

Because of their massive audience, successful collaborations with mega-influencers can often surpass the reach of years of brand marketing in just a few hours. However, there are some downsides for brands when pairing with influencers of this scale.

What are the cons of working with mega-influencers?

While the benefits of a successful collaboration with a mega-influencer can generate tremendous results for a brand, there is a reason why only 7% of marketers we surveyed work with mega-influencers…

This could be because mega-influencers can be:

• Incredibly expensive to hire, with exceptionally high-level demands
• Hard to book due to limited availability
• Detrimental to a brands image if they become involved in a negative news story

Additionally, it is almost impossible for a mega-influencer to provide follower engagement levels required to appear authentic. And while providing access to over 1 million followers, some mega-influencers may also be unsuitable for a brand’s image and potential target market.