How do customers view macro-influencers' comments on a new brand?

Customers generally perceive macro-influencers' comments on a new brand in a manner akin to traditional advertising because macro-influencers often possess substantial reach and visibility. Their endorsements or critiques can have a significant impact on brand perception due to their established status and follower count. Unlike micro-influencers, who may cultivate a more personal relationship with their audience, macro-influencers are usually associated with larger campaigns and partnerships, making their endorsements feel less organic and more akin to traditional marketing strategies.

This perception reflects the idea that comments from macro-influencers are often seen as part of a broader promotional strategy rather than genuine personal opinions, influencing how potential customers interpret these endorsements. Thus, while macro-influencers can effectively drive brand awareness, their messages are often filtered through the lens of traditional advertising, leading customers to respond to them with a comparable mindset.