Influencer marketing has become a very popular digital marketing strategy in recent years. As the influencer marketing has developed over time, different types of influencers have been identified and each has their own benefits and drawbacks. Businesses benefit greatly from using influencers to increase their reach, brand awareness, sales and online reputation.
However, it is vital to choose the right type of influencer for your brand. Influencers range from nano influencers and micro influencers to hero and celebrity influencers. When choosing influencers from the right level, your brand can reap huge rewards. Deciding which influencers to choose can be a daunting task which is why there is an influencer and micro influencer agency to help you with your strategy and selection process.
Nano influencers are one of the newest types of influencer and tend to have less than 1,000 followers. These influencers have influence within their community, and are generally people that have influence in a local neighborhood or community—a local community leader or government leader. Nano-influencers are everyday people that can influence a brand’s product, service or message to family and friends.
Nano-influencers have the lowest reach, but the highest engagement rate; this is why many brands have begun working with nano-influencers. They provide a natural and authentic relationship.
Micro influencers have between 1,000 and 10,000 followers. While they have a relatively low reach, they are incredibly appealing to brands due to their high engagement rate. Micro influencers are generally seen as experts within their niches, and their followers are highly engaged and targeted. They are a great option for brands that are struggling to connect with their target audience.
Micro influencers are cheaper to work with than larger influencers, but can offer a greater engagement and influence due to their alert audience.
Mid-tier influencers have between 10,000 and 100,000 followers. They have a middle-reach compared to other influencer tiers, and are a happy medium between good engagement and reach. They are small enough to still have an enthusiastic audience, but have enough general followers to reach more diverse audiences.
Macro influencers are social media personalities that have between 100,000 and 1million followers. Macro influencers offer a large audience that still fits within a generic niche (for example, fashion in general rather than sustainable fashion). Thanks to their experience at growing audiences, macro influencers are masters of brand collaborations as they know their audience inside and out. Their priority is maintaining a strong and authentic relationship with their followers, so won’t risk this with a poorly matched brand partnership.
Hero (or Mega) influencers are those with more than 1 million followers and are generally those with a celebrity status. They are the ones you want to work with if your goal is mass brand awareness. These influencers are generally popular across different platforms, so have a higher audience diversity available. While they have many followers, hero influencers do not have a close relationship with their followers and are generally considered untrustworthy when it comes to brand partnerships.