5 types of influencers you should know about [2024 Edition]

mega influencer

Mega-influencers with more than 1 million followers enjoy high visibility on social media due to their celebrity status. They are very active on the social platforms where their audience spends their time and generate a ton of engagement. This is why influencers are so attractive to brands who want to leverage their marketing, and also why they can be incredibly expensive.

Things to consider: While mega-influencers offer incredible reach, research shows that engagement rates decrease as an influencer's total number of followers increases. Instagram influencers with over 10 million followers have an engagement rate of just 1.6%.

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macro influencer

Although somewhat smaller, with between 500,000 and 1 million followers, macro-influencers can be celebrities, TV personalities, athletes, or thought leaders. Brands can use their reputation to gain followers on social media, so they can expect hefty price tags, although not as high as mega-influencers. Brands can still gain great reach with this type of influencer, but they may not get the engagement rates they want. This is due to the follower-to-engagement ratio mentioned earlier.

Things to consider: Macro-influencer content typically looks more professional than content brands find using micro- and nano-influencers. Some brands may find this better suited to their audience and goals.

mid-level influencer

Mid-level influencers may not be celebrities, but they remain a powerful group of content creators who are trusted by their followers. With an audience of 50,000 to 500,000 people, this type of influencer offers brands a wide reach and slightly more engagement than macro-influencers or mega-influencers. The content is polished but not rough around the edges, giving each post a sense of authenticity and friendliness.

Something to consider: Rather than using their fame to quickly rise to the top, mid-tier influencers may have spent years climbing the ranks from nano-influencer to mid-tier influencer. They have more experience creating content and have a stronger connection with their audience.

micro influencer

Although micro-influencers have far fewer followers than mega-influencers, brands typically find this group to be much more effective in terms of engagement and trust. That's because micro-influencers have closer relationships with their followers and tend to focus on more niche areas. 82% of consumers are more likely to purchase a product recommended by a micro-influencer.

Things to consider: Although micro-influencer content is less polished, it can feel more authentic than macro- or mega-influencer content. This can impact the degree of success a brand experiences with influencer marketing, depending on its business goals.

nano influencer

Nano-influencers with the lowest number of followers will provide your brand with a reasonable reach, but likely also a narrow scope. However, what brands lose in reach, they gain in engagement rates. Nano-influencers have the highest engagement rate of all influencer types at 8.8%. Brands that work with this type of influencer can expect a different experience this way, as the content is very authentic and personalized to their audience.

Things to consider: Nano-influencers are much more cost-effective than their advanced counterparts, so brands with limited resources may want to start with this level of influencer marketing. Some nano-influencers don't even charge brands because they've built followers and partnerships with them.

Learn more about influencer marketing

If you want to learn more about choosing the type of influencer that fits your digital marketing strategy, check out the science behind influencer marketing. Or check out our advanced social media marketing training courses. In this course, you will learn advanced strategies such as influencer marketing, content marketing, and analytics.