Influencers: What’s the Difference?


Influence is no longer measured by the number of followers someone has. Engagement, community, authenticity, trust and – most importantly for brands – results are all way more important. Let’s talk about the different types of influencers and how brands are working with them:

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Nano

A nano influencer usually has between 1,000-10,000 followers and posts about niche topics. They have a high level of influence and engagement with their audience. If your brand aligns with their niche, it’s a great opportunity to benefit from their authenticity, along with lower costs than more established influencers and less competition. 

Brands like Remington, Always and Gillette are already working with nano influencers on campaigns. Product reviews, brand ambassadorship, affiliate programs, and giveaways are all great ways to work with these types of influencers.

Micro

With 10,000-50,000 followers, micro influencers are usually more experienced in creating content and working with brands. As a result, they often create highly resourceful, quality content. Similarly to nano influencers, they have a smaller reach but tend to have more authenticity in their niche than larger creators. 

A brand working with micro influencers, particularly one looking to spread their budget across multiple creators, is more likely to get qualified leads. Micro influencers are known for having high trust within their community. These niche creators can also help start-ups get more comfortable with what works for their brand.

Brands like Coca Cola and McDonald’s often work with micro influencers as brand ambassadors, running creative campaigns through sponsored posts.

Macro

Macro influencers usually have between 100,000 and 1 million followers. They’ve often built their fame through vlogging, blogging or creating content that makes their audience feel more connected. So, they make a choice for high quality partnerships, content and collabs.

These creators have a large and engaged audience, and are usually not as niche focused. Macro influencers tend to be more expensive to work with than nano or micro influencers but can reach mass audiences. These partnerships are best for campaigns with broad appeal.

Brand partnerships, PR trips and awareness campaigns are all great ways to with macro influencers.

Celebrity

The original brand ambassadors, celebrities have millions of followers online. With this in mind, the best celebrity campaigns seek to reach a large audience in one go. Be warned, however, as it’ll cost you and might not have the results you’re expecting as a brand. 

Celebrity influencers tend to be less engaged with their followers due to the sheer size of their audience. As a result, brand endorsements may not be trusted in the same way a smaller creator would be.

For a high profile brand awareness campaign that reaches a wide audience quickly, celebrity influencers might be the way to go. But, be prepared to spend your budget, and not necessarily get the ROI you’re looking for.

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Whatever type of influencer you’re looking to work with, we can help! Get in touch with us today to find out more about partnering with the right influencer for your brand.

Want to keep reading? Check out our blog post on the Top Influencer Marketing Tools for 2020, or get some inspiration from 5 Products That went Viral on TikTok! Get the best social media and influencer marketing content straight to your inbox by becoming a subscriber!