Effective influencer marketing isn’t about scale – it’s always about impact. A popular social media celebrity might enjoy millions of followers, but that doesn’t necessarily mean that they have great influence over everyone. On the other hand, a lesser-known influencer with a relatively smaller following might be more engaged with his/her audience and have more influence on them.
It’s safe to claim that the success of a brand’s influencer marketing campaign often hinges on the type of influencer they work with.
Types of Influencers
Finding the right type of influencer is one of the biggest challenges that your brand can face, and it is crucial that you pick the right one. Following are the various types of influencers available to you:
The concept of nano influencers is a relatively new one in the world of influencer marketing. As the name suggests, nano influencers are small-time influencers with a typical audience base of fewer than 10,000 followers. A nano influencer might be a local hero, a prominent member of the community or even a friendly, cool kid in class. These figures are not well-known celebrities, and this can often work in the brand’s favour.
Owing to their tiny audience base, nano influencers can have a direct impact on their followers – they are highly trusted by fans. A survey conducted by Digiday revealed that nano influencers often engage up to 8.7% of their audience base, as compared to celebrities who can only engage 1.7% of their huge fan base. Marketers are gradually realizing the kind of ‘real’ influence that nano influencer marketing brings to the table.
Just a rung above nano influencers, micro influencers can also be classified as small-scale influencers. With an audience base usually ranging between 10,000 and 100,000 loyal followers, these influencers also enjoy high engagement levels with their audience. This is because they actively engage with their followers in two-way dialogues, unlike macro influencers who aren’t commonly known to respond to the majority of their audience.
More often than not, these influencers work within a specific niche and make it their own. Their immense expertise in a given niche means that their opinion is trusted by the audience. They create entertaining and informative content about all kinds of niches, including travel, fashion, technology, gaming, photography, and a lot more.
Micro influencer marketing is a great choice for brands seeking higher engagement levels rather than an increase in audience numbers.
Mid-tier influencers conveniently fill the void between micro and macro influencers. While they are more popular and established than nano and micro influencers, their reach doesn’t quite match that of macro or celebrity influencers. Typically, mid-tier influencers have between 50,000 to 500,000 followers.
In most cases, mid-tier influencers are followed by a diverse group of people rather than a niche crowd. As they become more popular and their audience base increases, their content starts attracting people from different walks of life. So, brands can leverage this fact and work with mid-tier influencers to achieve varied goals – from increasing brand awareness to generating more leads – mid-tier influencers can help brands in a lot of different ways.
Probably the most in-demand type, macro influencers are highly sought after by brands both big and small. Macro influencers mostly consist of famous social media personalities such as professional bloggers, popular YouTubers, Instagram celebrities and the like. Their audience base generally ranges between 500,000 and 1 million followers. Due to their massive reach, these social media stars are often considered as minor celebrities.
Macro influencers are highly respected and trusted by an audience that they have amassed by publishing awesome content regularly for a long time. Most are either experts in their specific fields or publish highly original, informative or entertaining content for their followers. Owing to their mass popularity, macro influencers can reach an astounding number of people with a single post. Unlike micro influencer marketing, macro influencers are ideal for brands that want to create brand awareness and extend their audience base.
Celebrity or Mega Influencers
Mega influencers are famous mainstream personalities with a large-scale reach that extends around the globe. With instantly recognizable faces, these influencers can appeal to all kinds of demographics and enjoy millions and millions of followers. Celebrity or mega influencers are ideal for brands that don’t have a specific target audience in mind and are looking to increase brand recognition amongst the common populace.
According to a study conducted by the Journal of Advertising Research, brands that partnered with celebrities witnessed a weekly increase of 4% in sales. Celebrity influencers can indeed have a massive impact on the success of an influencer marketing campaign. However, one major drawback with celebrity influencers is that they can be very expensive to work with. The trade-off is simple – mega brand exposure for megabucks.
Which Type of Influencer is Right for You?
You should carefully outline your goals before deciding upon the type of influencer that you want to work with. Following is a comparison of different types based on what goals they are best suited for:
Nano InfluencersIdeal for local businesses seeking more traffic and sales
Micro InfluencersIdeal for brands that want to drive higher engagement levels
Mid-Tier InfluencersIdeal for brands that want to generate new leads
Macro InfluencersIdeal for brands looking to expand their reach
Celebrity or Mega InfluencersIdeal for businesses looking to gain more brand exposure
Broadly stated, different types of influencers have their own set of strengths and weaknesses. You need to choose an influencer who will help you achieve goals easily and efficiently.
Now that you know more about the various types of influencers, you should be better prepared to pick one that fits your brand – one whose voice resonates with the audience and can directly influence them into doing business with you. Good luck!
Amplifiers is an influencer marketing platform that is rapidly transforming the investment landscape of our country. This new platform helps influencers educate their followers about stock trading by providing them with all the needed resources, including a content library and ready-to-use templates.
Amplifiers also aims to bring together different brands and influencers so they can collaborate, work and grow together. The platform is very user-friendly and can be accessed through the official website or mobile app.