The choice of the type of influencer is essential for companies and their brand campaign in order to achieve their objectives. Nano, micro, macro, or celebrity are the different types of influencers you can find. They are very effective in order to improve the visibility and awareness of your brand. But also while developing traffic on your website and increasing your sales. But these influencers reach different audiences and their reach varies depending on their specificities. The community of the influencer must target and adapt to your brand, for your campaign to be efficient.
Which are the different types of social media influencers you can choose?
Influencers are generally classified according to the size of their community, or their number of followers on social networks such as Instagram, Facebook, Snapchat…
“Nano-influencer” is the first of the different types of social media influencers and in general between 500 and 5,000 followers. You can first opt for an ambassador or a nano-influencer. One of the advantages of this type of influencer is that it often works for free, in exchange for a small product endowment or at a low cost. It also stands out for its authenticity, gaining the trust of its audience. Indeed, he does not make influence his profession. Nano-influencer’s work is not done for money but for passion: therefore, he is really interested in the brand he will share in a post on his social networks, and eventually on his blog.
Then, a brand can also choose the micro-influencer with 5,000 to 30,000 followers to collaborate. This one has more visibility and will be able to produce quality content that will add value to your brand. This is the category of influencers that generates a lot of sales in relation to the size of its community. The micro-influencer offers about 60% more engagement than macro-influencers and celebrities. However, its price is higher than the ambassadors since it will cost you between 50 and 500€ per publication approximately. It is also rather difficult to find when you are not working in the influence marketing world.
There is also the category dedicated to the macro-influencer, which usually has a blog or a YouTube channel. This one is followed by a huge community which can include from 30 000 to 700 000 followers! This type of influencer can therefore significantly increase the visibility – and therefore the popularity – of your brand. However, choosing a macro-influencer can entail risks. Regarding the sincerity of its approach. Indeed, the macro-influencer lives thanks to what he earns from his partnerships and collaborations: he may not be really interested in your brand and your campaign would then lose its authenticity. Your brand may even lose credibility if the influencer hasn’t done enough research. In addition, as the macro-influencer is often solicited, his rates are affected since he can charge you a high cost for a single post.
Finally, celebrities are also a category of possible influencers to promote a company and its products. They are icons that everyone knows and that a lot of people follow. Celebrities, therefore, generate enormous visibility. However, these influencers are obviously even less accessible than macro-influencers and much more expensive. In general, the advertising side will therefore be privileged over authenticity.
Which one is better depending on your brand?
Nano and micro-influencers often have the highest engagement rate due to an active community and will therefore be suitable for brands with a limited budget. Despite a lower number of subscribers, they will still be able to create visibility. The more the brand chooses to work with many nano/micro-influencers, the more visibility it will have, while keeping a reasonable budget invested in influence marketing.
On the other hand, macro-influencers and celebrities have higher rates, but are completely suitable for branding and image campaigns.