Types of Influencers And How to Utilize Them

Guest post by Anton Ha

When thinking of Influencer Marketing, big influencers immediately come to mind. To some people, being an influencer does not even start before not having reached at least 100,000 followers on Instagram. That is a very false assumption, though. It does not take thousands of followers to be an influencer. And there are so many more types of content creators than the most famous mega influencers. But what types of influencers actually exist and how can they be utilized for Influencer Marketing?

Nano and local influencers

Nano and local influencers are the smallest types of influencers and usually have less than 10.000 followers on Instagram. They do not have a very big target group and have not yet found their own specific niche. Most of them are still new to Instagram and are slowly trying to figure out what they want to do regarding their content.

They still see Instagram as more of a hobby instead of dreaming of becoming the next big influencer. They also do not have a big reach yet, although their engagement with their followers is very good. That is because most of their followers are part of their family or friend group and know them personally. To become a bigger influencer, nano and local bloggers need an outstanding personality that makes people interested in what they do on a daily basis. In addition to that, they need to be really creative and create content that sticks out.


Advantages and how to utilize them

One of their biggest advantages is the relationship they have with their community. Because they are so close to their followers and are still able to reply to every comment and every direct message, they are very credible when it comes to promoting brands or products. They are seen as more of a friend than an influencer their followers have never met in real life.

Especially smaller companies or start-ups can really profit from nano or local influencers, since they might not be able to spend a lot of money on influencer marketing. Those types of influencers are especially good for promoting a brand and generating sales. For brands or companies that have never worked with influencers before, nano or local influencers are a great way to get started in Influencer Marketing.

Micro Influencers

Micro influencers generally come up to around 10.000 to 100.000 followers on Social Media. They are very much niche-oriented and are slowly beginning to develop their unique selling points. Micro influencers are often times experts on specific topics, such as makeup artists or fitness influencers. Because they are trying to build long term connections with their followers, they have a very high interaction rate. To grow even more or to just find out what kind of content they like, they are often seen on other social media platforms, such as TikTok or YouTube.

Advantages and how to utilize them

A very big advantage is how close micro influencers are to their followers, which makes them very credible. Since a lot of them are experts for a specific topic, brands really like working with them when it comes to testing products and showing those to their communities. Because they have a larger following, they also work really well when it comes to generated sales through calls to action.

Macro influencers

Macro influencers usually have over 100.000 followers on their socials and therefore quite a big reach. They usually function as inspirational pages or role models. Because they have grown so much, though, they usually do not have the capacities to interact with their followers a lot. Macro influencers are very professional and know exactly what they are doing when it comes to Influencer Marketing.

Advantages and how to utilize them

Macro influencers are especially great for branding effects or product placements. A lot of them might have started on different platforms, such as YouTube, and have now brought their communities over to Instagram. Therefore, they have a large following and a big audience when it comes to brands promoting their products on the influencers’ pages. They are also really good for event appearances because they draw a lot of attention.

Mega influencers

Mega influencers have over 1 million followers and are therefore the biggest influencers on social media. However, they are mostly not your typical influencers, but more often celebrities everyone knows because of movies, sports or music. That obviously does not mean that there are no typical influencers that have generated over a million followers. 

They have a very low interaction rate because they simply just do not have the time to respond to any messages because they get thousands of them every day. That is why they are usually not very close to their followers, although they have a lot of them.

Advantages and how to utilize them

Mega influencers function perfectly as testimonials. Because a lot of people already know them from TV shows, movies or sports, brands can perfectly utilize them as testimonials. These types of influencers do not only promote brands or products on social media but also on TV. They can be utilized by brands to promote products and bring attention to those because of their big audiences. 

Conclusion

The most important thing for brands when it comes to working with influencers is knowing the goal of their campaign. Before choosing a type of influencer to work with, brands should visualize what they want the influencer to reach for them. Only after that, they should choose a type of influencer to work with. All types of influencers have their own specific advantages and disadvantages and can be utilized for many goals a brand might want to reach.


Anton Ha is one of the four founders of the Influencer Marketing Agency lookfamed, in which he functions as the CEO. Lookfamed was founded in 2016 and is a Full-Service Agency focused on Blogger Management, Social Media Consulting, Campaign Management, Design and Event Management. The agency holds exclusive contracts with over twenty influencers and regularly works with some of the most successful German influencers. Find lookfamed on LinkedIn