Different Types of Social Media Influencers
Pick the ideal type of social media influencer for you brand
And how to know which ones to collaborate with
If you find yourself reading this, chances are you’re considering influencer marketing for your next big campaign. Or maybe you’re curious and wish to learn a little more about it. Either way, kudos to you!
Now, influencer marketing is pretty vast and the types of influencers, are varied. They’re generally classified into four broad categories, according to their number of followers, their niche, the category/interests of followers, etc. We will have a quick look at the four types – mega, macro, micro, and nano influencers – to help you understand when and how to collaborate with influencers belonging to each category.
Identify the most suitable type of influencer for you
1. Nano influencers (1K – 10K followers)
To begin with, we have our nano influencers, typically with a follower base that falls somewhere between 1,000 & 10,000 on their social media channels. They are known best for their honesty of opinions, and collaborations with them are perceived to be more authentic. Such an influencer might be viewed as someone more likely to be personally using products and brands they collaborate with. They are generally closely connected with their followers and this is often reflected in their engagement rate.
Small-scale businesses or startups wishing to dip their toes in the proverbial water. Also a good option for introducing the brand and its product to a new niche.
2. Micro-influencers (10K – 100K followers)
With a follower count of 10,000 to 100,000 followers, these ‘micro’ influencers characteristically specialise in a niche, not unlike a majority of their followers. They have a defined target audience, which may also be one of the contributing factors to their high engagement rates. Their specialisation in their respective niche also means their followers are more receptive to their recommendations. They are also known to spark relatability amongst followers and are generally quite loved.
Medium or large-scale businesses cater to a very specific target audience.
3. Macro influencers (100K – 1M followers)
Given the wider reach of their content and popularity, macro influencers appeal to multiple businesses and brands. They can help your brand reach wider masses and can penetrate various categories of followers. You may also leverage their high follower-count to boost your brand’s credibility. However, the flip slide of having such a large follower-base may be a lower engagement rate.
Businesses catering to a wider audience may consider collaborating with macro influencers to increase their community of patrons and boost their engagement rates.
4. Mega influencers (1M+ followers)
Mega influencers are, more often than not, celebrities in the conventional sense of the word. Your big-screen stars, etc. Your brand may have a significantly higher chance of reaching the masses, considering mega influencers will have followers across various countries, various industries, and various niches – a very broad spectrum. Flip side? It might make a dent in your account books, i.e. you’re going to need a huge budget to collaborate with them.
Typically, brands are ready to invest huge amounts of money in influencer marketing.