With the influencer marketing industry continuing to rise in popularity, for both consumers and brands, it is no wonder that it is taking over traditional methods of marketing and advertising.
And we’re living in a world where social media is one of the most powerful tools of the 21st century, so it comes as no surprise that the influencer marketing industry is set to become worth more than $15 billion by 2022.
We’re fortunate enough for our social media feeds to be regularly inundated with talented social media influencers, and now, they are categorised, and not just by genre.
As the industry continues to skyrocket, brands and professionals have created a variety of terminology to be used. And one of the most common questions asked, is “what is the difference between nano, micro, midi, macro and mega social media influencers?”.
Fear not, we’re here to tell you the difference and explain all there is to know...
What is a nano influencer?
Whilst the categories and figures may vary ever so slightly, here at Influencer Matchmaker, we consider a nano influencer to be somebody with 10,000 followers or less.
Typically speaking, a nano influencer is somebody a little more relatable than an A-list celeb and despite their smaller following, they pack quite the punch.
Similarly to your everyday social media user, nano influencers post content that reflects their day-to-day lives.
Nano influencers may appeal most to smaller, more local businesses, as this really homes in on their niche, combining their connections and creating new relationships.
Due to their smaller follower count, nano influencers often have higher levels of engagement as they have the time and capacity to communicate and engage with their audiences on a regular basis. Acting as somewhat of a friend, nano influencers can influence purchasing decisions.
And as more than 60% of survey respondents suggested that friends and family impacted their decisions as a consumer, it is no wonder that nano influencers are climbing the ranks and heading further up that ladder to influencer success.
What is a micro influencer?
We consider a micro influencer to be somebody with between 10,000 and 50,000 followers.
Whilst traditionally, online content creators weren’t considered an ‘influencer’ until they had reached a substantial number of followers, now, micro influencers are one of the most popular choices for brands to work with.
Similarly to a nano influencer, many social media users view micro influencers as friends and therefore, take their advice, suggestions, and recommendations rather seriously. Having spent time forming a relationship with their audience based on trust, friendship and honesty, micro influencers are able to authentically influence purchasing decisions.
As well as costing slightly less than a midi, macro, or mega influencer, micro influencers also have the ability to deliver high engagement and interaction rates - all of which are valuable things for brands to consider when seeking an influencer collaboration.
What is a mid-tier influencer?
Now, this is a relatively new term, but a mid-tier, or midi influencer is quite simply somebody who sits in the middle. They aren’t a micro influencer, but aren’t quite a macro influencer, either.
With a follower count of between 50,000 and 500,000, midi influencers are certainly a powerful tool within influencer marketing.
With access to a significantly larger audience and still not costing an arm and a leg, midi influencers are becoming a popular resource for brands seeking to promote a new product or service.
Mid-tier influencers often come with great conversion rates, top-level engagement, and the ability to drive purchasing decisions among followers and potential consumers.
Combining the traits of both micro and macro influencers, mid-tier influencers retain a closer connection to their followers whilst having access to a much wider audience.
What is a macro influencer?
Think OG YouTubers, beauty bloggers, reality stars and so much more – the realm of a macro influencer is a rather varied one, providing brands with plenty of choice for their latest influencer marketing collaboration.
With a following of between 500,000 and a whopping one million, macro influencers have one of the most varied audiences around, meaning that the opportunities are almost endless.
With access to potential consumers from all around the world and the ability to reach more than 20 times the audience of a micro influencer, macro influencers are a force to be reckoned with.
Recognised by just their name or social media handle, macro influencers are on a similar wavelength as a celebrity and hold quite a lot of power.
Although their engagement rates may be slightly lower and they may have a more distant relationship with their followers in comparison to nano, micro, and mid-tier influencers, this is counteracted by the impact they have on their audiences and the noise and awareness they can create for brands, resulting in an impressive ROI (return on investment).
What is a mega influencer?
Now, this where the big dogs come in. Think superstar influencers, sport stars, Love Island royalty and the A-listers of social media – mega influencers have spent years hard at work accumulating a follower count that has both reached, and surpassed, one million. Impressive, right?
Whilst they do come with a pretty hefty price tag, mega influencers have the ability to reach an audience that is often far out of a brand’s reach – even with the help of more traditional forms of marketing and advertising.
At the very top of the social media ladder, mega influencers are incredibly popular, and their content reaches people on mass – demonstrating their reputation of raising brand awareness.
Making quite the impact, mega influencers the perfect way to generate sales and boost awareness for a brand, its products, and its services.
And there we have the ultimate guide to nano, micro, mid-tier, macro, and mega influencers.
So, what type of influencer are you going to work with for your next campaign?
If you’re a brand or influencer looking to work on impactful campaigns and collaborations, contact our team of experts today on 02039 580427 or email contact@influencermatchmaker.co.uk
