5 Types of Influencers: Nano, Micro, Macro and More

Influencer marketing has become a star player in the marketing mix for reaching and driving brand awareness among specific audiences. But the vast array of content creators makes choosing who to work with anything but easy. We get it.

Whether B2B or B2C, we help connect brands with influencers who will really speak to your customers. One way to categorise influencers is by the size of their following. Here we’ll break down the different tiers of influencers, helping you understand their strengths and how they can help your brand achieve its goals.

Nano influencers have the smallest audience with a following between 1,000 and 10,000 of strong, engaged communities often within specific niches. Think of them like local heroes. You know that passionate foodie down the street with a dedicated following of local enthusiasts? They hold a lot of sway over their friends, family, and followers because there is a high level of trust. More so than ‘traditional’ influencers with a large following.

These individuals are ideal for hyper-targeted campaigns. If we’re promoting a regional Christmas event, for example, a local family blogger with a nano following can generate buzz and drive foot traffic because their followers trust and act on their recommendations. All for a fraction of the price of bigger influencers. No surprise then that the number of brands working with this group is rising.

A micro influencer has 10,000 to 100,000 followers. These are the sweet spot for brands seeking authentic and engaging content.

They know their niche and audiences well, creating high-quality, relatable content to tell stories that build relationships with their followers. Followers respond with high levels of engagement. If this positive engagement involves your brand, it can really shift what the audience thinks and feels about it – understanding you better and liking you more.

Mid-tier influencers boast followings between 100,000 and 500,000, so what’s good about this group is they offer a balance between reach and engagement. They still create content their audiences love, compelling storytelling and showcasing new product launches or collaborations, but the audiences are bigger, so the brand awareness goes much further.

Think of them as established voices within their niche, capable of sparking conversations and driving interest amongst a wider audience. You pay more, but arguably get more.

A macro influencer will foster a community between 500,000 and one million which means they can walk the line between reach and affordability. Just. Often industry veterans, they do this for a living and have cultivated dedicated communities organically, making them well-established figures within their fields. But they haven’t quite reached celebrity status. So, they can be a more cost-effective option than working with a bona fide celebrity.

From fashion and beauty to wellness and fitness, macro influencers are professional enough to spearhead large-scale marketing campaigns with global impact. They understand the power of brand alignment and can be trusted with producing content that seamlessly integrates with a brand’s message.

Mega influencers have followings exceeding one million, making them the most recognisable figures in the influencer landscape. They can catapult a brand into the limelight, often driving immediate product sell-outs. Remember when Justin Bieber made Crocs cool again?

However, due to their immense reach, brand awareness will take precedence over engagement rates. These influencers are usually celebrities so audiences just don’t feel connected to them on a personal level and they have the lowest average engagement rate of all tiers of influencers – dropping to 0.95% since 2018. They also come with a hefty price tag.

Think an influencer campaign might be right for your business? Get in touch with us to discuss how we can help your influencer marketing strategy and unlock the power of strategic partnerships.