Let’s face it: “influencer marketing” has become one of those terms everyone uses but few really understand—especially in film. It conjures images of ring lights and sponsored energy drinks, not effective, scalable audience engagement. That’s why Mac McLean’s session with the 8 Above Distribution Lab’s most recent cohort felt less like a presentation and more like a recalibration.
As co-founder of Click Communications, Mac didn’t come to pitch a list of trendy platforms or top creators. He came to teach us how to think like a strategist—how to build influencer campaigns that serve the story, fit the scale, and actually deliver results.
The Influencer Ecosystem: It’s Not About Follower Count
Mac introduced a taxonomy that reframes the way filmmakers should approach creators:
- Nano (1k–10k followers): hyper-engaged, affordable, often ignored by big brands
- Micro to Mid-tier (10k–1M): reliable workhorses for reach and trust
- Macro & Celebrity (1M+): expensive, but often less impactful per dollar
- And then there’s “PEOPLE”—a catch-all for anyone whose community trumps their follower count
His point? Filmmakers don’t need to chase influencers with millions of followers. The most effective campaigns are often built from the ground up—scaling intimacy, not just impressions.
Influencers Aren’t Billboards—They’re Collaborators
Mac was clear: the best influencer marketing happens when creators are treated as partners, not ad placements. He broke down what makes creator relationships work:
- Mutual alignment: their audience must overlap with your project’s DNA
- Creative freedom: the more a creator can make it “their own,” the more it resonates
- Repeatability: long-term relationships > one-off posts
- Physical touchpoints: custom props, mailers, or branded stunts anchor digital campaigns in the real world
Click’s philosophy? Empower creators, don’t script them. A balloon artist with 55M views riffing on Wednesday Addams wasn’t hired to read talking points. He was trusted to create something only he could make.
The Strategy Behind the Spotlight
Throughout the session, Mac offered strategic frameworks that apply to both indies and studio-backed campaigns:
1. Start with the Fan Experience
Ask: What’s delightful? What’s shareable?
If the answer is “a free screener,” rethink your pitch. Instead, think physical artifacts (NOPE’s junket props), niche memes, or surprising mashups (like a horror movie-themed bagel).
2. Use Influencers to Prime the Algorithm
Mac emphasized how platforms deprioritize unboosted organic content—especially partner posts. That’s why Team Click layers paid ad boosts on top of influencer videos, ensuring that the work doesn’t just get made—it gets seen.
3. Double Dip (Creative Collabs)
Want maximum value? Give creators something rooted in the film’s DNA that also has legs beyond social. For Ambulance, Universal tapped Alex Vanover—a teenage FPV drone champion—to create a TikTok showing off the same racing drone tech used in the movie’s car chases. The result wasn’t just content—it was a natural crossover that talent could share, press could pick up, and fans could geek out on.
4. Reaching Out Without Being Weird
Mac didn’t let us off the hook with “hire someone to do it.” He walked the cohort through how you, the filmmaker, can reach out directly—without sounding like spam:
- Personalize your ask
- Be clear about goals without being controlling
- Respect their time and medium
- Offer value, not just exposure
- And most importantly: don’t ghost after the post
- Most importantly – best results for a long term relationship – create a relationship with the influencer – don’t just be transactional.
5. What’s Next: Influencer Marketing as Infrastructure
Mac closed with a look ahead—one that resonated deeply with our cohort of storytellers and strategists alike:
“The future is long-lead, long-form, and long-term.”
That means:
- Integrating creators early in the campaign
- Involving talent more directly in influencer content
- Creating cross-promotional moments that feel organic
- Building revenue opportunities with creators (merch, affiliate, co-productions)
This wasn’t a call to “hire influencers” the way you’d pay for a billboard (although you might still need to pay for some). It was a push to build creator engagement into your marketing plan the same way you plan for a trailer drop or a festival premiere—intentionally, and with structure.
6. Collaboration Not Coverage
What Mac gave the lab wasn’t just a roadmap—it was a mindset shift.
Influencers aren’t a shortcut to buzz. They’re a new core of film marketing. And if filmmakers want to thrive in a fragmented media ecosystem, they have to start speaking in collaboration, not just coverage.
The best campaigns aren’t loud. They’re layered. And the smartest thing you can do? Start now—before you need it.https://jonreiss.substack.com/p/tales-from-the-lab-mac-mclean-on