What is a Macro-influencer? Ultimate Guide

A macro-influencer is a digital content creator with between 100,000 and 1 million followers who falls between relatable micro-influencers and celebrities, commanding $5,000-$20,000 per post for professional content creation and wide audience reach in scalable influencer marketing campaigns.

If you're a digital marketer struggling with which influencer tier belongs in your marketing strategy or debating whether macro-influencers have a place in your campaigns, congratulations, you're asking the right questions. The influencer marketing ecosystem has changed considerably, and though 44% of brands now favour nano-influencers, macro-influencers continue to command significant investment for good reason. They provide something special: professional content creation skills along with audiences that are large enough to move the needle on brand recognition and reach, but small enough to build real rapport.

Here's what's particularly interesting about this tier: Macro-influencers comprise only 0.2% of Instagram's creator population, making them a harder-to-access resource in an industry set to be worth $24.1 billion. As we at Arfadia journey through the ever-changing landscape with our clients, we've personally experienced the impact of the right macro-influencer partnership on a brand's digital performance, when carried out strategically.

Understanding macro-influencers in the creator economy

A macro-influencer's definition has pretty much been set across the industry: creators with a subscriber base of 100,000 to 1 million. But here is the thing, it's nuanced: platform dynamics result in some big differences about what that tier really looks like for you as a marketer.

On Instagram, where 75.9% of influencers are nano level, climbing up to macro status places creators in a rarefied club. These content producers generally get engagement rates between 0.61-1.63%, which can sound measly compared with smaller influencers, but don't forget, 1% of 500,000 followers is still 5,000 engaged users per post. And that's broad reach for brand messaging.

TikTok is a whole other matter altogether. Hyper by nature, macro-influencers on this particular platform have engagement rates of 7.1%, in part fueled by the algorithm's content-based sharing sans reliance on followers. On TikTok, a mere 0.09% of creators become macro, which means they are rarer than their Instagram counterparts.

YouTube has a different set of economics entirely. Here the average cost is driven by the macro-influencers (100K-1M subscribers), charging $10,000-$20,000 per video served by longer content formats and stronger audience relations. These creators on the platform are more likely to have more developed businesses than others on other platforms, due to the app's 55% ad revenue share model.

The macro-influencer business model

The real difference between macro-influencers and smaller creators is not just sheer follower numbers, it is professionalization. Most of these creators have photographers, videographers and editors they collaborate with. They've taken content creation out of the realm of a fun diversion and turned it into a full-time job, complete with media kits, rate cards and frequently, agents at talent agencies.

For brands, there are upsides and downsides to this process of professionalization. On the one hand, you're dealing with creators who understand contracts, deadlines, and brand guidelines. They've probably done dozens or hundreds of partnerships and are really good at creating content that doesn't merely tick boxes for brands, but also satisfys audiences. At the same time, this experience generally leads to higher rates and less negotiation flexibility.

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"Macro-influencers represent the sweet spot where professional content creation meets authentic audience connection. They've mastered the art of scaling personal influence without losing the trust that makes influencer marketing so effective."

— Tessar Napitupulu, CEO of Arfadia and Digital Marketing Expert

The statistical reality of macro-influencer marketing

We can cut through the hype with raw numbers. New studies around recent years expose a different story when it comes to the effectiveness of macro-influencers, that every marketer should know.

Engagement rates tell only part of the story

Yes, macro-influencers have lower engagement compared to smaller ones. The stats are obvious, with nano-influencers getting 1.73% engagement on Instagram, and on the other hand, macro-influencers have just an engagement rate of 0.61-1.63%. But there are two things those percentages miss: absolute numbers and reach efficiency.

Even a macro-influencer with 500,000 followers and 1 percent engagement still results in 5,000 interactions per post. Even more importantly, their content is amplified well beyond their circle of followers by platform algorithms that privilege established creators. Our study also reveals that macro-influencer content reaches a 2-3x higher reach than follower count would predict.

ROI metrics that actually matter

The influencer marketing industry averages a $5.78 return for every $1 spent, but macro-influencer return on investment (ROI) varies depending on execution strategy. According to Harvard Business Review, brands see 9.2% better ROI from collaborations with influencers who have a greater number of followers, but only if campaigns optimize for the right metrics.

Here's the kicker: although 56% of marketers report they get the best ROI with micro and nano-influencers, the businesses reporting the highest results from macro-influencers actually have other priorities. They're more interested in brand awareness lift, earned media value and long-term customer acquisition, rather than short-term conversions.

Take Sephora Collection's worldwide campaign that generated a massive 1,013% ROI by wisely mixing macro and micro-influencers. The macro-influencers created awareness and legitimacy, the micro-influencers community and conversion. This portfolio model is now the benchmark for advanced influencer strategies.

Platform-specific performance variations

The platform you select plays a huge role in the effectiveness of macro-influencers:

TikTok leads in macro-influencer engagement rates, holding an average of 7.1%, nearly 10 times that of Instagram. It's an algorithm of the platform that values content over the volume of followers behind a creator, which is why macro-influencer content can reach viral capacity without circulating that content simply because the number of people seeing it.

Instagram is still king, with 57.1% of brands leveraging it for influencer campaigns, even though engagement is down. With Reels having been introduced, macro-influencer performance has been reborn here, where video is commanding 25-50% premium to static posts.

YouTube offers the highest earning potential for macro-influencers, often ranging from $10,000 – $20,000 per integration. Long-form content on the platform fosters increased relationships with the audience, and the result is stronger conversion in the case of considered purchases.

LinkedIn emerges as the dark horse for B2B macro-influencers, with 2.2% growth in adoption. Macro-influencers in this category ask for top dollar, however, since they have access to decision-makers and local industry know-how.

Real-world macro-influencer success stories

Theory is all well and good, but results matter more. Let's take a closer look at some brands from various industries and how they wielded macro-influencers to see real business results.

Nike's authentic integration approach

Nike collaborated with the YouTube channel "What's Inside?" (6M subscribers) for the Air Vapormax campaign illustrates macro-influencer marketing excellence. Instead of cramming in commercial messages, Nike used the channel's popular "cut a product open to see how it functions" concept.

The main video received 3.6 million views and the seven-video series, over 50,000 playlist views. What made this successful? For Nike, it was a case of not wanting to adulterate the authenticity of two hot properties whilst letting product reinforced messaging to blend seamlessly. The takeaway: Macro-influencers work best when brands respect their content expertise.

Michael Kors' multi-platform domination

Fashion brands like SidewalkSpotted demonstrate how macro-influencers can serve as lynchpins for larger marketing campaigns. In collaboration with Solange Knowles and Sofia Richie and others, Michael Kors produced a campaign that received 137 million total impressions.

The tactic leveraged professional photography by Tommy Ton with user-generated photos from influencers, the result was 1,000+ user generated posts using the campaign hashtag. The Shanghai event generated 64 million impressions alone, and influencer content brought in 23 million more. It's an example of how macro-influencers can drive movements beyond the scope of their own following.

Dell Technologies' B2B breakthrough

Who says macro-influencers only do well for consumer brands? Dell Technologies "Data Paradox" campaign does that. Collaborating with 8 B2B macro-influencers, they reached 1.7 million potential customers within their desired CIOs and senior IT executives target.

The success of the campaign was treating these B2B influencers as thought leaders, and not as vehicles for promotional messaging. Each influencer made content around the data insights, to further lend Dell industry credibility, not simply portraying them as a vendor. The result? More favorable C-suite positioning and 30+ more organic social posts with the campaign hashtag.

Macro-influencers vs. other influencer tiers

Understanding when to use macro-influencers requires comparing them against other tiers. Our comprehensive analysis reveals distinct use cases for each tier.

The engagement vs. reach trade-off

The data is crystal clear: the smaller the influencer, the higher the engagement. By comparison, nano-influencers command 3.69-14.2% engagement in total on all platforms, while macro-influencers can achieve 1.21-1.63%. However, the engagement rate is not by itself which decides the fate of campaign.

Macro-influencers excel when brands need:

Mass awareness for product launches or campaigns with an expiration date
Premium content quality for giving a boost to brand's image
Media mention as journalist occasionally covering macro-influencer partnerships
Algorithmic advantages because platforms tend to favor creators with larger followings

Micro- and nano- influencers lead the way when brands seek:

More conversions (nano-influencers convert at 7% versus macro's 3%)
Authentic community connections for trust-building
Reach in a cost-effective manner via several smaller partnerships
Niche audience prospecting for exclusive products

Cost-effectiveness analysis

Although the rates of macro-influencers have gotten knocked down by 34% in recent years, they still carry a hefty price tag of $5,000-$20,000 per post. Even after comparing this to nano-influencers ($2-$504 per post) the price difference is alarming.

But then cost per engagement is a different story. Macro-influencers are averaging $0.33 per engagement, only slightly more than micro-influencers earn with $0.20. Take reach, the quality of the content and the ability to work with less creators (reducing management overhead) and macro-influencers are often cost effective when you looking awareness focussed campaigns.

The portfolio approach

We've discovered the best performing tactics for influencers are strategic use of combination influencer tiers. Our recommended "pyramid strategy" allocates:

70% nano/micro-influencers for genuine engagement conversions
25% macro-influencers that increase the reach and the quality of the content (scale-able)
5% celebrity influencers for prestige, earned media

This strategy has produced extraordinary results for beauty brand Poppi, who paired macro-influencer Alix Earle (6.6M followers) with smaller creators to accomplish triple-digit growth rates and 40%+ customer repeat rates.

Platform-specific strategies for macro-influencer success

Each social network is driven by its own dynamics and those dynamics have a profound impact on macro-influencer performance. Knowing the differences is key to winning campaigns.

Instagram: The visual storytelling platform

Instagram is still the preferred channel for brands looking to partner with macro-influencers (57.1%), although overall engagement rates have fallen (from 1.85% to 1.59%). Winning in this arena means keeping up with the platform evolution.

Reels has been a game changer for macro-influencer content, currently driving higher engagement and also charging some of the highest rates of macro static posts. Macro-influencers who have honed the format, such as the fashion creator Alix Earle, perform viral reachwise way outside their follower base. The key? Pivoting to Instagram's new era of entertainment-first content and keeping brand messages intact.

With Instagram Shopping, macro-influencers have more ways to monetize. Creators can tag products in posts, stories and reels, making for what the company hopes are seamless paths to purchase. Adequately using shopping tags by macro-influencers creates 23% more conversions reported by brands.

TikTok: The engagement powerhouse

The TikTok algorithm presents a different kind of opportunity for macro-influencers. With average engagement rates of 7.1% (the highest among most platforms tested), macro-influencers here are adding more value than most, not to mention regulatory confusion.

The platform's "For You Page" algorithm means that macro-influencer content can reach mind-boggling numbers of people, regardless of the follower count. We have observed macro-influencer campaigns achieve 10-50x their following across views through algorithmic amplification. Succeeding hinges on understanding that TikTok favors organic, novelty-driven content, rather than scripted promotions.

The integration of TikTok Shop turns the platform into a commerce powerhouse. Macro-influencers such as beauty creator Mikayla Nogueira generate millions of dollars in sales through live shopping events and product demonstrations. Its influencers generate a 78% product discovery rate, so it's a great choice for awareness-to-purchase campaigns.

YouTube: The long-form leader

While you make potentially make more money with sponsored posts, YouTubers have the highest pay rate usually between $10,000-$20,000+ per video. The platform shines in deep audience engagement that is stoked by long-form material.

Macro-influencers here excel at:

Deep dives into products and reviews that help in purchasing decisions
Branded content that shows a company as an authority in its industry
Serialised campaigns that spread engagement over time
SEO gains as YouTube content appearing in Google search results

And with a 55% share of ad revenue, macro-influencers can have production quality easily matching formal broadcast for brand partnerships.

LinkedIn: The B2B frontier

The other surprise for marketers is that LinkedIn is an influencer marketing platform, however at 2.2% growth in adoption, there is some clear water to be seen. Relevant B2B macro-influencers demand premium prices for access to their professional audiences.

Success strategies include:

Thought leadership content over product promotion
Value-added industry insight sharing
Employee advocacy maximizing the content of macro-influencers
Webinar and event based partnerships that go beyond social posts

Pricing dynamics and negotiation strategies

Deciphering macro influencer pricing looks past follower counts and is contingent on the value you receive. The current prices are dictated by platform dynamics, content demands and industry conditions.

Current pricing benchmarks

Instagram macro-influencers command:

Feed posts: $5,000-$10,000
Stories: $1,250 – $5,000 (usually 50 – 75% of feed rates)
Reels: $6,000 to $12,000 (including premiums for viral potential)
Multi-post bundles: 10-15% off on sets of content

TikTok macro-influencers charge:

Standard videos: $1,875-$2,500
Trending content: Premium rates up to $10,000
Live streaming: Pay more if you want to speak in real time

YouTube macro-influencers demand:

Integrated content: $10,000-$20,000+
Exclusive reviews: Premium rates for exclusive content
Series deal: Negotiated on a case by case scope

Factors affecting pricing

In addition to the amount of followers, there are several other factors that have a major impact on the rate of macro-influencers:

Engagement quality trumps quantity. For macro-influencers with highly engaged followers, premiums are in the region of 25-50% over those derived from passive followings. We go beyond the like button to analyze comment quality, save rates and shares of posts.

Niche authority drives pricing power. A fitness macro-influencer with 200k engaged followers often charges higher prices than a general lifestyle influencer with 500k followers, thanks to trust from the audience and potential conversions.

Value of content production is high enough to sustain higher prices. Macro-influencers who are investing in photo and video shoots as well as editing are creating content that can be used by brands across channels, not just in social posts, and provide businesses with much more value.

Negotiation best practices

The best macro-influencer negotiations strike a balance between brand budget and creator value. We recommend:

First selling the partnership vision not the price. Macro-influencers engage better with brands that offer interesting creative opportunities and long-term potential rather than those obsessed with rate of pay.

Bundling deliverables for better value. Instead of going back and forth with individual post rates, build larger packages that offer a mix of posts, stories, reels, and rights of usage. This generally results in 20-30% cost reduction.

Performance incentives align interests. When packages contain base fees along with performance bonuses for surpassing engagement or conversions goals, everyones a winner. This model is preferred by many macro-influencers as it incentivize their skills.

Guide to discovering and vetting macro-influencers

Sourcing the perfect macro-influencer involves more in depth vetting than just surface reporting. Our time-tested methodology delivers brand safety and realizes partnership potential.

Discovery strategies that work

Platform-native tools provide starting points. Instagram's Creator Marketplace and TikTok's Creator Fund offer verified creators but with limited selection. Those are best used for early discovery, not final selection.

Influencer marketing platforms such as CreatorIQ, AspireIQ and Later have robust databases with advanced filtering. Even though they come with high price tags (over $2,000 monthly), they allow you to verify authenticity, get insights into a following and track performance history that is needed for vetting a macro-influencer.

Organic discovery using hashtag tracking, brand mentions and competitor analysis often uncovers active macro-influencers who are already familiar with your brand. They often convert at a higher rate (40+% higher) than cold outreach leads.

Essential vetting criteria

Authenticity verification prevents costly mistakes. Here's what we use tools like HypeAuditor and Social Blade:

Follower growth trends (their growth is clearly off the chart, sudden spikes are bought followers)
Authenticity of engagement (comments of bot are predictable)
Quality of the audience (real vs. fake)
Historical performance consistency

If an influencer has less than 1% or more than 10% engagement rate, the comments are generic or repetitive and the demographics of the audience don't match the themes of the content, you should be raising red flags.

Quality content assessment that makes sure the brand is on point. Review backlog 6-12 months for:

Visual consistency and professional quality
Brand safety or controversial remarks
Prior partnership implementation and disclosure compliance
Audience response to sponsored content

Performance verification validates creator claims. Ask to see case studies with measurable data from their last campaigns. It's the professional macro-influencers that are always willing to give their performance that we want to engage with, but the ones who aren't are very concerning.

Campaign execution excellence

Macro-influencer campaigns that work rely on careful planning and effective communication. Our own experience demonstrates that execution quality matters much more for outcomes than influencer selection does.

Creating comprehensive campaign briefs

Good briefs mix absolute givens with a spirit of freedom. Essential components include:

Fine-tuned Objectives and KPIs that leverage the macro-influencer's strengths. Instead of pure sales, track metrics like reach, engagement quality, brand sentiment and earned media value at which macro-influencers shine.

Content guardrails, not scripts, keep it real. Pass along your key messages, brand pillars, and visual guidelines while leaving room for creators to make the content their own. Briefs that are too prescriptive stifle content that the audience can instinctively tell isn't 'real'.

Technical specifications prevent revision cycles. Specify platform specific requirements, hashtag placement, disclosure language and approval deadlines from the get-go. Experienced macro-influencers appreciate clarity that assists them in delivering right the first time.

Managing the partnership lifecycle

Onboarding excellence sets partnership tone. Book kick-off calls to talk through creative vision, Q&A and bond. Macro-influencers that feel appreciated as creative partners are the most effective.

Content approval ensures that we find the right balance between brand safety and efficiency. Set straightforward timings and revision bullets (usually 1 or 2 rounds) to honor creator time yet maintain the quality of your brand. Too many rewrites ruin relationships and the authenticity of content, something we learned the hard way in our campaigns.

Performance tracking enables optimization. Leverage real-time monitoring to uncover top performing content to push via paid amplification programs. Give macro-influencers performance data, they love what they can improve on.

Legal compliance and brand safety

The FTC's revised guidelines mean civil fines of up to $53,088 per infraction, leaving no room for reasoning out of compliance. Ensure contracts specify:

Simple disclosure of #ad, #sponsored placement
Platform-Centric Compliance (Instagram's "Paid Partnership" tag)
Rights to intellectual property and use of service
Exclusivity periods and competitor restrictions
Brand safety violation termination stipulations

The future of macro-influencer marketing

The macro-influencer landscape is still changing rapidly with several trends that will influence the strategies of macro influencer marketing.

AI-driven transformation

AI is changing the influencer marketing game from discovery to measurement. AI is found to increase campaign success for 66.4% of marketers through:

AI-driven predictions on influencer performance using historical performance, audience insights and content patterns. Brands that use AI selection see 2.3x higher conversion rates.

Real time content performance analysis for optimisation. AI solutions generate best timing for posting, hashtag pairings, and content formatting for a given target audience, allotting for maximize macro-influencer exposure.

Fraud detection becoming increasingly sophisticated. Advanced algorithms detects fake followers, engagement pods and bot activities with 95%+ accuracy, prevent the brand from investment lost.

Performance-based compensation models

The move away from flat fees to a hybrid compensation model demonstrates a focus on trackable results. Successful models include:

Base fee plus performance bonuses linked to predetermined KPIs such as engagement rates, click-throughs or sales. This model incentivizes macro-influencers and protects brand budgets.

Revenue splits on long term deals. Macro-influencers are rewarded based on the percentage of sales they drive, creating full alignment of interests. Beauty brand partnerships under this model get reported 3x more creator motivation.

Equity partnerships for strategic relationships. Certain companies provide influencers with tiny percentages of equity turning macro-influencers into real ambassadors in the success of the long run of business.

Platform diversification strategies

As regulations loom over TikTok and platform algorithms continue to evolve, successful brands are spreading the macro-influencer love across different channel like butter on toast. Multi-platform leads to 35% more engagement as compared to single-chanel strategies.

New platforms such as Lemon8 and Threads can give brands a first-mover advantage, for those who are willing to experiment. We have also seen macro-influencers who join a platform early and as that platform develops, their reach expands beyond the platform's native audience.

FAQ: Common questions about macro-influencers

How much do macro-influencers charge?

Average macro-influencer rates differ broadly across platform, content type and industry. Benchmark pricing at the moment is $5,000 to $10,000 per feed post for Instagram macro-influencers, $1,875 to $2,500 for a TikTok video, and $10,000 and up for a YouTube integration.

Factors that influence the price include engagement (higher engagement results in premium), niche expertise, production quality (professional shoots are priced) and rights (advertising usage is 50-100 percent on top of base rates).

We advise setting launch-focused budgets at the high-end of these spectrums if possible, and have discussions around minimum deliverable and performance-based compensation. Deals are also likely to get you 20-30% discounts if you book them in a long-term relationship rather than on a one-off basis.

When should brands choose macro-influencers over micro-influencers?

Macro-influencers are strong for certain marketing goals:

Choose macro-influencers when:

Quick awareness requirement for new product launches
Establishing the credibility of your brand by associating it with established creators
Producing content of various elements for cross-channel use
Targeting audiences beyond niche markets
Generating earned media coverage

Choose micro-influencers when:

Prioritizing engagement and community trust
Targeting niche or local markets
Operating with limited budgets
Testing multiple messages or audiences
Building long-term community relationships

The best approach is typically a mix of both, start with macro-influencers for awareness and reach, and allow micro-influencers to pick up the tempo for engagement and conversion.

How do you measure macro-influencer campaign success?

Effective measurement looks beyond vanity metrics and sight sets on business impact. Key performance indicators include:

Impressions and reach: Total impressions and the reach compared to followers, share of voice vs. competitors, brand mention increases that impact awareness.

Quality of engagement: Look for sentiment in comments, save rates, and shares beyond likes. Good engagement demonstrates that the audience is interested.

Business impact: Monitor web traffic from influencer content, sales attribution by unique codes/links and inbound traffic sources, email acquisition/lead generation, and customer-acquisition cost versus other channels.

Lifetime value: Track changes in brand sentiment, how followers during the life of campaigns were acquired, user-generated content resulting from influencer posts, and lifetime value of influencer-acquired customers.

What are the biggest mistakes brands make with macro-influencers?

Some of the mistakes that ruin the success of macro-influencer campaigns are:

Over-controlling creative content. Scripting messages is the opposite of authenticity, and the reason influencer marketing is successful in the first place. Provide guidelines, not scripts.

Focusing solely on follower count. A macro-influencer with 200,000 dedicated followers within your target demographic is better than an influencer with 800,000 general followers every time.

Ignoring platform nuances. Writing the same content for all of them misses the power that each provides.

Treating influencers as advertising channels. Macro-influencers are creative collaborators, not billboards. Brands that actually build relationships, that is 2-3x improvement.

Inadequate performance tracking. Without proper attribution and measurement, you can't optimize campaigns or even prove ROI to stakeholders.

How can brands ensure macro-influencer content authenticity?

Sponsored content can be forced, authenticity is the key to successful influencer marketing, but doing so with sponsored content can feel inauthentic. Successful strategies include:

Creator-forward information that sets the goals and lets your creators do something creative with them. Tell brand stories, communicate values, not precise messages.

Real brand love from long-lasting relationships. Macro-influencers who are really users and be knowers of the products are able to make more natural authentic content.

Behind-the-scenes content that exposes genuine product insertion. People are more receptive to real use-cases than organised promotions.

Diverse posting content strike a balance between sponsored and organic content to keep the credibility of the creator. Try to keep sponsored content to 20-30%.

Integration of audience feedback signals that creators care about their community. Encourage macro-influencers to interact authentically with the comments and questions about partnered products.

Related Terms

Influencer Marketing - Partnering with influential people to promote products and build brand awareness
Micro-influencer - Social media influencer with smaller but highly engaged following typically 10K-100K
Nano-influencer - Content creator with 1K-10K followers providing hyper-local influence and maximum engagement rates
Engagement Rate - Measure of audience interaction with content through likes, comments, shares and saves
Return on Investment (ROI) - Key performance metric measuring campaign profitability and marketing effectiveness
Content Marketing - Creating valuable content to attract and engage target audience for business growth
Social Media Marketing - Promoting brand through social networking platforms to reach target audiences
Brand Awareness - Measure of consumer recognition, familiarity, and recall of specific brand

Conclusion: Leveraging macro-influencers for your brand

The macro-influencer horizon presents both challenges and opportunities. Yes, their engagement might not beat those of micro- and nano-creators but macro-influencers have access to a broad audience base that can lead to greater brand awareness and high-quality content creation or production.

Doing so requires understanding that macro-influencers aren't simply big versions of micro-influencers, they're professionals who make content and have their own business process. We approach them as collaborative partners, not ad platforms, teaming to establish shared goals and constraints, and deferring to their content expertise.

The challenge is that, maximizing ROI requires careful selection, real partnerships and deep measurement. Brands that understand these components and avoid mistakes set themselves up to maximize the opportunities presented by the unique advantages of macro-influencers.

Amid the industry's adaptation to AI integration, changes in platforms, and the ebb and flow of consumer preferences, there is one constant: Real connections between creators and their audience lead to results. Whether you're introducing a new product, trying to build brand recognition or breaking into new markets, these macro-influencers offer the perfect vehicles for accessing and captivating with extended audiences, once you know how to utilize them properly.

Ready to see how macro-influencer collaborations can bring your brand to the next level? At Arfadia, we pride ourselves on crafting holistic influencer strategies that prioritize both reach and authenticity to make sure every dollar you spend delivers real business results. The opportunity exists, it's a matter of whether you're prepared to position yourself to take advantage of it.