4 Types of Influencers: Which Type Do You Need for Your Campaign?

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Jess Ailion 16 July 2023
4 Types of Influencers: Which Type Do You Need for Your Campaign?

Originally Published on June 2021, Updated on July 2023

Influencer marketing has skyrocketed to become one of the most important marketing methods for social media and beyond. This is because Influencers build trusting relationships with their followers that can be leveraged to promote brand credibility, awareness, and, ultimately, sales.

However, navigating the world of influencers and finding the right ones for your campaign can be overwhelming, especially when considering follower counts. So, read on to learn about the four types of influencers and how to choose the best one for your campaign!

What is an Influencer?

Generally speaking, an influencer is someone who has the ability to impact the opinions, decisions, and actions of others within a specific niche or industry. They have built a reputation and following based on their expertise, knowledge, or unique perspective. Social media influencers use their platforms to develop self-brands, foster relationships, engage with followers, and share their knowledge in particular niches. The size of their following determines the category they belong to among the four we will discuss below.

Brands often employ influencers to be ambassadors, promoters, partners, or simply to promote their products in creative ways. If you want to find out more about how to work with influencers, check out our influencer campaign strategy guide.

What is Influencer Marketing?

Influencer marketing involves using influencers as part of your brand’s marketing campaign to promote a product, increase brand exposure, reach target consumers, hit certain KPIs, and more. 

Influencers and Mobile Marketing

While influencer marketing is traditionally considered as a digital marketing strategy, influencers can also play a significant role in mobile marketing by leveraging their influence and reach to promote mobile apps, products, and services. Here are some ways influencers can help promote your app:

  • Increase brand awareness: Influencers have a dedicated following who trust their recommendations. By partnering with influencers, marketers can tap into their audience and increase brand visibility, reaching potential users who may not be aware of the app or product.
  • Drive app downloads: you can utilize influencers to create engaging content around your app, showcasing its features and benefits. By sharing their experiences and opinions, they can encourage their followers to download and try out the app, which helps drive more app downloads.
influencer holding phone
  • Boost user engagement: Influencers can help create buzz and excitement for your app through contests, giveaways, or challenges. Their active and engaged audience is more likely to participate, resulting in increased user engagement and interaction.
  • Provide social proof: Influencers can contribute social proof for apps, vouching for their quality and effectiveness. When influencers recommend an app, their followers perceive it as a trusted recommendation, leading to increased trust and credibility for your brand.
  • Target specific audiences: Influencers specialize in various niches and industries. By partnering with influencers relevant to your target audience, you can effectively reach and engage with a specific segment of mobile users, increasing the chances of conversion and retention.

The Four Types of Influencers

There are four main different types of social media influencers, which can be defined by follower count:

  1. Nano Influencers – 1-10k followers
  2. Micro Influencers – 10-100k followers
  3. Macro Influencers – 100k-1 Million followers
  4. Mega Influencers – 1 Million+ followers

1. What is a Nano Influencer?

Nano influencers are defined as having between 1k-10k followers on their social media channels. Their smaller audience does not mean their influence isn’t strong, as their followers are typically highly engaged and trust their opinion. Nano influencers foster a strong relationship with their followers, who they’re likely very connected to. As a result, their engagement rates tend to be high. 

Often, nano influencers have a following within a particular community, whether that’s location-based, a specific online niche, or career-oriented. 

Are Nano Influencers Right for My Brand?

If you have a smaller budget but want to dip your toes into the successful world of influencer marketing, then yes, nano influencers are perfect for your brand. They’re less expensive than influencers with bigger followings, and their high engagement rates can bring excellent value to your brand. Nano influencers are also a cost-effective solution to testing your marketing within a new audience demographic.  

2. What is a Micro Influencer?

Micro influencers are defined as having between 10k-100k followers. Despite having a larger following than nano influencers, they still manage to maintain a similar “relatability” or “authenticity” factor. Which, in turn, means they still have high engagement rates. Often, micro influencers fall into a particular niche or category that can be specific to a particular location, job, or hobby.

Micro influencers aren’t celebrities; they build their following based on high-value content and trust. Since people follow micro influencers for this closer relationship and the value they offer, they make for great brand ambassadors. They produce content in a particular niche, so they’re often considered experts in this area. For a brand trying to access an audience in this niche, this can be invaluable. It can’t hurt to have a respected expert on board, can it?

3. What is a Macro Influencer?

Macro influencers have between 100,000 to one million followers. Their reach is much larger than micro and nano influencers. Macro influencers are often content creators who have made careers out of their social media presence, making them ‘Internet famous.’ They could be bloggers, vloggers, podcasters, TikTok influencers, Instagram influencers, etc. What differentiates them from mega influencers is that their fame tends to arise from online growth rather than celebrity growth. 

Macro influencers will have higher engagement levels than mega influencers but perhaps less engagement in a specific niche than nano or micro influencers.

Micro vs Macro Influencers

First and foremost, micro influencers have a smaller following than macro influencers. Beyond that, micro influencers also tend to be more invested in their audience. Perhaps it has to do with the size being more manageable, the effort to grow, or their following being dependent on that feeling of a personal relationship. Because of this, they often have a stronger influence over their audience and can be more effective at driving results as part of an influencer marketing campaign, especially within a specific vertical or demographic.

gen z influencer

4. What is a Mega Influencer?

Mega influencers have more than one million followers and are usually celebrities with a large online following. Due to their celebrity status and huge following, they tend to be expensive to work with. What’s more, their audience is too large to be operating within one single niche, so their audience will be broad and span numerous demographics and interests. As such, their value for your brand may not be as high as micro-influencers, for example. 

It’s generally accepted that mega influencers’ fame outweighs their genuine influence. People follow them because they are famous, not necessarily because they have fostered a close relationship with them and trust their opinion. Their volume of followers makes it hard to develop these close relationships and a higher level of engagement. 

For example, the Kardashian/ Jenner clan would be considered mega influencers as all their follower counts are in the tens of millions. However, they rose to fame from their family’s hit reality TV show rather than from posting content on social media, which came secondary to their TV fame. Their posts have a huge reach, garnering tens of millions of likes and views. While their massive reach may sound like a great selling point, it may be hard to determine how much of it will come from your target users or how many people are actually influenced to make a purchase.

How to Choose the Right Influencer for Your App

The answer to this question will depend on the goals of your campaign and your budget. Is it a brand awareness campaign? Then perhaps a mega influencer might be the answer as they’ll have the biggest reach. Do you have a small budget? In that case, you probably can’t afford a mega-influencer, and a nano-influencer or micro-influencer might be the way to go. 

Kylie Jenner, for example, costs around one million dollars per sponsored post on her social media channels. 

kardashian jenner family

When to use:

Nano influencers: when you want to specifically target a particular user base relevant to a niche.

Micro influencers: when you want to take advantage of someone’s “expert” status and close relationships with their followers for ultimate engagement. Their followers tend to be interested in what they have to say, so you can benefit from their strong influence. 

Macro influencers: for brand awareness/brand exposure campaigns where your budget won’t get you a mega influencer, and you want a little more engagement. 

Mega influencers: for brand awareness/ brand exposure campaigns where the goal is to expose your brand to as many people as possible and reach as broad an audience as possible.

Consider how many followers an influencer has, their engagement rate (which you can ask them for), and whether working with your brand would look authentic for both you and them. Authenticity is key in influencer marketing. You need to also consider whether your campaign goals align with what the type of influencer can achieve for you – brand awareness, conversions, etc. 

Take into account the influencer’s main platform. A YouTube vlogger is going to offer different potential for showcasing your app than micro influencers on Instagram because the content they create is a totally different format. Would your app come across better in the mostly visual or short form video style of Instagram, or would it look better in a long form YouTube vlog?

influencer on phone

Where to Find the Right Influencers for Your Brand

There are various influencer marketing tools and platforms that can help you find the right influencers for your brand and campaign. You can also keep tabs on influencers that already post about your brand or competitors. Or, find influencers who have an audience base that overlaps with your target user base. However, we recommend considering hiring an expert influencer marketing agency to help you with the whole campaign funnel.

FAQs

What is an influencer?

Simply put, an influencer is someone who shares content on social media and has the ability to use their knowledge, authority, audience relationships etc. to influence the purchases of others. This can be on any platform ranging from TikTok to Facebook, and their followings can vary in size from one thousand to one million.

What are the different types of social media influencers?

In order of following (from largest to smallest), there are: mega influencers, macro influencers, micro influencers and nano influencers.

How many followers do the different types of influencers have?

Mega influencers have more than 1 million followers, macro influencers have between 100,000 to 1 million followers, micro-influencers have between 10,000 to 100,000 followers and nano influencers have between 1,000 to 10,000 followers.

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Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
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