Explained: Different Types of Influencers 

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In this post, we will explain the different types of influencers to help you decide which one is the best fit for your brand. Now, influencer marketing is considered a significant part of any digital marketing strategy. Influencers take over social media in many different areas, and the influencer marketing industry has evolved significantly over the past years and still keeps growing.

In fact, it is expected to grow into a $22.3 billion industry by 2024. Influencer marketing has proven effective for 80% of marketers, and 71% state it helps them generate more traffic and customers. According to TapInfluence, the ROI of influencer marketing is 11 times higher than that of traditional advertising.

If you want to collaborate with an influencer to improve your business and achieve a variety of your marketing goals on social media, you should first pick the right influencer for your brand. To achieve this goal, it is necessary to understand the different types of influencers with whom you can cooperate more productively. Below you will learn what the different types of influencers are. 

Different Types of Influencers Based on Follower Count

There are three types of influencers, which include: mega, macro, micro, and nano. To make it easier for you to choose the right influencers for your brand, let’s begin by defining who mega, macro, micro, and nano influencers exactly are? We will examine examples of each type to further learn about their differences. We will also discuss the pros and cons of working with each type of influencer. Now, let’s dig a little deeper and start with the definition of a mega influencer. 

1. Mega Influencers 

A Mega influencer has more than one million followers on social media. Quite simply, mega influencers are those “mega famous” celebrities both in real life and on social media. They are famous for their talent. They include actors, musicians, singers, and sports athletes with at least one million followers. 

Good Examples of Mega Influencers on Social Media 

  • Beyonce has 150 million followers. Notably, one post by the queen of social media is worth $1 million in advertising.
  • Cristiano Ronaldo, Selena Gomez, and Kevin Hart have millions of followers and are good examples of mega influencers.

Pros of Working with Mega Influencers 

  • Their reach is broad and thousands of people will see their advertisement. This massive reach gives you the most incredible amount of exposure on social media. 

Cons of Working with Mega Influencers 

  • Mega influencers are incredibly expensive, therefore,, they are the most appropriate for working giant companies and brands that can afford their prices.
  • Mega Influencers have an extremely diverse following, which means if your product belongs to a specific niche, a mega influencer is not the best option. 
  • While mega influencers have a massive list of influencers, they are not all very influential types of influencers. Gil Eyal, CEO & founder of HYPR Brands, correctly pointed out that mega-influencers “are often more famous than influential.” He also added: “Mega Influencers are not necessarily subject matter experts but they definitely provide a lot of reach in one hit.” In other words, their relationships with their followers are generally more distant.
  • Mega influencers do not have true influencer converting power due to their followers being so diverse demographically and psychologically.

2. Macro- Influencers 

Macro-influencers have 100,000 to 1 million followers. Unlike mega influencers, the popularity of micro-influencers on social media stems mainly from their expert and internet-related activities, such as professional blogging or vlogging. Macro-influencers have typically built their following from the ground up, in contrast to mega influencers, who come to social media with a following already in place. If marketers want a good mix of reach and influence, macro-influencers are the best type of influencers.

Macro Influencer Examples 

  • Chef Ludo is a macro influencer with 239k followers. For instance, he is perfect for a knife company seeking an influencer to endorse a new cooking knife. 

Pros of Working with Macro Influencers 

  • Collaborating with a Macro Influencer will be more targeted and more affordable than working with a mega influencer. Macro influencers usually focus on a specific topic, meaning they are highly relevant to specific niches and interests. 
  • Since they are experts in their field, they will be more reliable brand ambassadors for you.
  • Macro influencers are perfect for marketers looking to advertise to a specific targeted audience. Their large number of followers makes them very profitable for marketers.
  • Macro-influencers also have years of experience creating sponsored content with brands. This experience results in a higher level of professionalism.

Cons of Working with Macro Influencers 

  • Macro Influencers usually come with a high price tag.
  • With larger audiences, it becomes increasingly difficult for influencers to engage with followers efficiently. The same is true for macro-influencers who usually lack authenticity and credibility. 

3. Micro-Influencers 

Instagram micro-influencers have between 1,000-100,000 followers. Although they do not have the massive reach as Mega and Macro influencers have, their followers care enormously about what they post and say. In this way, they are much more likely to influence the opinions of their followers. Moreover, they are considered to be knowledge leaders in their field. In other words, micro-influencers often have expertise in a particular area, such as beauty, fashion, fitness, gaming, and so on.

Examples of Micro-Influencers on Instagram

  • Kait Miller is a fashion blogger and an advocate for mental health from Dallas. She is very open about her battles with mental health and uses her Instagram page to share meaningful posts and resources with anyone in need. Additionally, she also shares her lifestyle; from home décor to beauty, to relationship advice, and so forth. 

Pros of Working with Micro-Influences 

  • Since micro-influencers are more influential, they can convince their loyal followers to try out a new product or create brand awareness. Hence, they are the best choice for startups and new brands.
  • The micro-influencer engagement rate is incredible and they are cost-effective within their target market.  

Cons of Working with Micro Influences 

  • Micro-influencers have fewer followers. 

4. Nano-Influencers 

This particular category of business influencers is relatively new. Nano- influencers have between 1,000 and 10,000 followers. They are, however, very influential and active within their local neighborhoods or communities, and have the highest engagement rates. Nano-influencers aim to get regular everyday people to share brand products or services with their family and friends.

Examples of Nano-Influencers 

  • Among the examples could be a local clergy, local community leader, or local government leader. For instance, Megan Vadnais is a fashion and beauty nano-influencer with just over 8,000 followers. While her social presence is small, she has been able to collaborate with high-profile brands like Forever 21, Diff Eyewear, and Dolce Vita.

Pros of Working with Nano Types of Influences 

  • They are trustworthy among their followers. As a result, they are great choices if you are looking for someone to endorse a public health or safety campaign or to spread a very local message.
  • They have a highly targeted and engaged niche audience. 
  • They are easier to recruit, better to deal with, less expensive with good return-on-investment (ROI).

Cons of Working with Nano Types of Influences 

  • The main drawback of working with nano influencers is similar to that of micro-influencers. The size of their audience is limited.

Micro-Influencer vs. Macro-Influencer

Now, let’s have a comparative approach between micro-influencers vs. macro-influencers. A significant difference is that micro-influencers generate higher engagement rates than macro-influencers. Statistically, micro-influencers generate 7 times more engagement than macro-influencers on average. Moreover, micro-influencers receive about 13 times more likes and comments than macro-influencers. 

The second difference between micro-influencers vs. macro-influencers is related to reach. With so many followers, macro-influencers can reach thousands of people at a time. To reach the same number of people as one macro-influencer, you may need to partner with several micro-influencers. Therefore, if the goal of your influencer marketing campaign is to increase brand visibility, macro-influencers are the best option.

However, micro-influencers are more cost-effective than macro-influencers. Thus, for startups and small businesses that usually have limited influencer marketing budgets, micro-influencers are more accessible types of influencers. The other advantage of working with micro-influencers is that they have a highly relevant audience. This competitive advantage will help you reach your target audience and significantly improve your influencer marketing campaign’s ROI. Additionally, if you compare them in terms of trust and authenticity, micro-influencers are absolute winners. Although macro-influencers are better than mega-influencers when it comes to winning the trust of an audience, when you compare them to micro-influencers, their created sponsored content is not as authentic or trustworthy. 

Which One is Right for Your Marketing Campaign? 

Based on this comparison, you can see that micro-influencers outperform macro-influencers and are the future stars of the influencer marketing space. If your marketing budget is limited, but you want to grow your reach and engage more users, you can collaborate with several micro-influencers. Moreover, this strategy will help you reach your marketing goals on social media more effectively.

Various Types of Influencers Explained in a Nutshell

In this article, we described the differences between micro, macro, and mega influencers. In essence, knowing their differences is the first helpful step toward a successful influencer marketing campaign. Hopefully, you now have a better idea of what the different types of influencers are. Obviously, the following count and engagement rates are among the most critical factors in determining the levels of influencers. 

To summarize, if you are a big brand with a broad appeal and a sufficient budget, then a mega- or macro-influencer makes sense for you. For startups, niche brands, and small businesses, micro, and nano influencers will offer a wealth of opportunities. More specifically, these types of Instagram influences allow you to grow your audiences, raise your brand awareness and reach ever-higher goals for your business. Therefore, if you are selling a product or service for a specific target market, you should consider partnering with nano- or micro-influencers because they have more meaningful relationships with a loyal audience. 

Note: to generate traffic, leads, and sales, different levels of influencers allow online marketers to interact better with influencer marketing. If you need additional help with your social media influencer marketing in how to find the right influencers for your business, visit Ainfluencer, one of the best online marketplaces that link marketers with appropriate and experienced social media influencers within similar fields. Ainfluencer offers brands a detailed look at each influencers’ quality and performance through key metrics.