What levels of influencer are there?

With more than a million followers, mega-influencers are highly visible on social networks due to their celebrity status. They are very active on social platforms where their audience spends time and generate a large amount of engagement. This is what makes them attractive to brands that want to take advantage of influencer marketing, and what makes them incredibly expensive. With a slightly smaller audience, between 500,000 and 1 million followers, macro-influencers can be celebrities, television personalities, athletes or opinion leaders.

Because they can take advantage of their reputation to gain followers on social media, brands can expect a high price, although not as high as mega-influencers. Brands continue to have a great reach with these types of influencers, but they may not get the engagement rate they want. This is due to the follower per share ratio mentioned above. While micro-influencers have a much smaller number of followers compared to mega-influencers, brands generally consider this group to be much more effective in terms of engagement and trust.

This is because micro-influencers have an intimate connection with their followers and tend to focus more on a niche. Eighty-two percent of consumers are more likely to buy a product recommended by a micro-influencer. Macro-influencers are one step below mega-influencers. One way to identify a macro-influencer is by their number of followers, which should range from 100,000 to one million followers.

There is no exact science that differentiates these categories, explained Deepak Shukla, founder of PearlLemon. Once you find an influencer with the number of followers you're looking for, take a look at who those followers are. With the lowest number of followers, nano-influencers offer brands a modest reach and probably a more limited reach as well. I'm not going to say that digital influence is everywhere, but there are a lot of people who already know and even like your brand and that you should prioritize in your influence campaign.

The richest social media influencer according to Hopper's Instagram rich list is Eleonora Pons, who currently has 41.1 million followers. Video game influencers tend to play a big part in their industries, as do public figures in the social and political spheres. However, despite high levels of engagement, the typical audience size of a nano-influencer doesn't allow for a wide reach. Blogs are a useful platform for influencing social networks, because they allow for more long-form content that can be more in-depth.

Search hashtags related to your brand, industry and niche to find macro-influencers for your brand. Shukla underlined the importance of this point: “If a micro-influencer gets a significant number of followers thanks to their travel vlogs, that's the ideal option for a travel agency or an airline,” Shukla says. Technology companies, such as Adobe and Squarespace, are known to participate in marketing campaigns with micro-influencers. Although they tend to have the same close relationship with their followers as that of nano-influencers, microinfluencers are more specialized, so their audience is prepared to hear marketing messages within that niche.

So, instead of being a famous travel influencer who goes everywhere you can think of, an intermediate influencer could specialize in going to faraway corners of the world or to historic cities in the U.S. UU. Neal Schaffer is a leading authority in helping companies in their digital sales and marketing transformation through consulting, training, and helping companies large and small to develop and execute social media marketing, influencer marketing and social selling strategies. Macro-influencers are usually celebrities created on the Internet and can be social media stars, bloggers, vloggers or podcasters.