The influencer marketing space can be daunting with so many types of influencers to choose from.
But did you know there are actually 5 different categories of influencer?
Say what?!
There are 5 Types of Influencers?
You heard us right.
But fear not, in this article we will cover the 5 Must Know Types of Influencers to better your overall understanding.
It actually isn’t confusing at all. And we’re here to breakdown the important bits for you.
Once you’ve completed your read, you’ll be an expert in identifying different influencer types
… and finding the perfect social media influencer for your brand!
Here are the 5 types of influencers you’ll get to know in this little guide…
Types of Influencer:
> Mega Influencers (+1M Followers)
> Macro Influencers (500K-1M Followers)
> Mid-Tier Influencers (50K-500K Followers)
> Micro Influencers (10K-50K Followers)
> Nano Influencers (1K-10K Followers)
Concerns surrounding different Types of Influencers
A studyrevealed that almost three-quarters (73%) said that identifying the right influencer is the biggest challenge in influencer marketing.
Study: What has been the biggest challenge in working with influencers? Source.
“What is the most cost effectivepartnership option?”
“Which partnership will see the greatest ROI?”
Finding the right creator can be difficult…
For example, based on your budget you might want to target more niche and smaller accounts, but based on your strategy a brand ambassador could be preferred.
These are all challenges that complicate the process of finding the perfect influencer partnership solution.
Click Tips
- The types of influencers should be aligned with your budget and strategy.
- Like any other medium of marketing, influencers should be tried with a budget, other a period of time with a specific strategy.
- Ideally we recommend working with minimum 5 influencers with repetitive content other a period of 2-3 months.
We know the value of a lucrative influencer partnership, and that finding the right influencer to fit your strategy and budget is imperative to brand success.
That’s why with so many types of influencers, the category of influencer you choose to collaborate with plays a crucial role in seeing these big results.
Influencer vs. Content Creator: What’s the
difference?
Let’s start at square one.
Both influencers and content creators are significant figures in the realm of influencer marketing.
But they differ in their primary focus and approach.
- Influencers: typically centre their efforts on cultivating a personal brand and engaging with their audience through various social media channels.
- Content creators: emphasise the creative process in their online presence, delivering originally crafted content via mediums such as: videos, pictures or podcasts.
Instagram content creator, TikTok content creator, YouTube content creator… These social media all host unique ways for both influencers and content creators to connect with diverse audience demographics across platforms.
In this article, we will cover the 5 Must Know Types of Influencers to consider.
Mega Influencers 🌟 (+1M Followers)
Mega influencers are one of the top influencer categories most known to the general public.
This prominent category of influencers are considered social media stars, and have amassed significant followings over time.
View this post on Instagram
A post shared by Selena Gomez (@selenagomez)
Instagram Reel posted by Selena Gomez.
Often counted as being synonymous with the celebrity label, mega influencers have millions of followers and a wide reach.
These are figures like Cristiano Ronaldo or Selena Gomez…
Individuals like these are capable of immensely impacting trends, consumer behaviour and brand perception.
Why do brands collaborate with Mega Influencers?
- To have a significant figure or brand ambassador to showcase the brand.
- To co-create products due to large, intense audience interest.
- For leveraging brand credibility.
- To tap into their influence to increase brand visibility.
- Drive high levels of sales.
- Further shape consumer perceptions on an increased scale.
Mega Influencers James Charles and Kim Kardashian. Source: Getty Images.
Their prominence is often the result of:
- their engaging content
- active presence
- relevant partnerships
View this post on Instagram
A post shared by Chloé Lukasiak (@chloelukasiak)
This influencer group bear a natural ability to craft visually appealing content that resonates with their target audience…
all while contributing to their overall popularity!
Another factor contributing to their popularity is their personal brand, with many Mega Influencers starting brands of their own.
This provides businesses with an opportunity to co-create new products, building upon their personal brand and creating authentic, mutually beneficial partnerships that drive sales.
Mega influencer Emma Chamberlain’s ‘Chamberlain Coffee‘ line is a highly successful business venture.
With a consistent posting schedule, mega influencers keep their followers entertained and forge solid bonds as trusted figures within their respective niches.
Their large followings mark them as an enticing proposition for brands seeking to harness the power of influencer marketing.
What are the challenges in Mega Influencer
partnerships?
1. Mega influencers must strike a delicate balance between satisfying the expectations of their sponsors and maintaining the trust and loyalty of their audience.
2. Straying too far from their original content or promoting products that do not align with their personal brand values can lead to a loss of credibility and ultimately a decline in their influence.
3. Moreover, mega influencers are prone to facing scrutiny regarding the transparency and authenticity of their content.
4. Brands who work with Mega Influencers specifically are prone to suffering more because of their status if bad press about the influencer spreads online. Think Kanye West getting dropped by Adidas.
Mega Influencer Chriselle Lim was criticised for her off-brand and unusual collaboration with Volvo.
Many influencers are striving for greater transparency through clearly disclosing sponsored content, maintaining open and honest communication with their audience.
Mega influencers are dominant figures in the influencer marketing landscape, possessing a vast reach and considerable impact on culture.
These influencers are the trend-setters, creating engaging content and securing lucrative partnerships that have proved their position as sought-after marketing assets.
🔑 KEY CONSIDERATION: Due to a mega influencers’ large following, engagement rate tends to be lower.
Mega influencer Chloé Lukasiak‘s Click Influencer report shows a lower, average engagement rate percentage of 1.56% with 7.93M followers.
Macro Influencers 💥 (500K-1M Followers)
A Macro influencer content creator is an influencer with a substantial following ranging from anywhere between 500K-1M followers.
View this post on Instagram
A post shared by Drew Gooden (@drewisgooden)
Instagram Reel posted by Drew Gooden.
This influencer category can encompass celebrities, TV personalities, athletes and even thought leaders.
Why do brands collaborate with Macro Influencers?
- Content created by macro influencers typically exhibits a more polished and professional flair.
- Super performing influencers who are less well-known celebrities or athletes.
- A more cost-effective alternative to Mega influencers overall.
- A preferred choice for brands who are seeking a certain level of sophistication and refinement which aligns with their audience and objectives.
What are the challenges in Macro Influencer
partnerships?
However, due to the popularity and success of macro influencers, this can present some challenges financially…
1. While these influencers command a significant reach, brands can expect a relatively high cost for their collaboration, although not as steep as with mega-influencers.
2. Furthermore, brands should note that the engagement rate may not always be ideal. This is because of the previously mentioned follower to engagement ratio.
Macro Influencer Raven Ross, with a following of 956.10K has a bad engagement rate of 0%.
Pictured below, another macro influencer Drew Gooden‘s Click Influencer report shows a lower number of followers (684.55K) than that of Raven Ross, but boasts an amazing engagement rate of 20.88%.
