Understanding the types of influencers is essential to get started with influencer marketing. Are you planning to implement influencer marketing in your overall strategy? If yes, this blog will help you understand types of influencers and decide the best type of influencer for you.
Forbes lists around 6 types depending on a range of influencing authority. At Listfluencer, we want to simplify things and make influencer marketing easy to understand. Usually, the categorization of influencers depends on the number of followers and their engagement rate. Another important criteria to classy influencers is by the type of collaboration they are best suited for.
Note: The engagement rates mentioned in this blog are average across the follower range.
Using the above variables, Influencers are categorized into 3 types as follows –
Micro Influencers usually have a fan following ranging from 1K – 100K. They are generally known for their close knit community of followers who have a tribe mentality.
The feeling of a close-community is responsible for a strong influence or voice when the micro influencer has something to say or promote to their follower . That is why they have the highest engagement amount ranging anywhere above 5% – 10%.
Collaborations with Micro influencers have high impact in terms of conversion. Moreover, the cost of a collaboration is relatively lower compared to other types of influencers. Businesses working with Micro Influencers are usually focused on increasing direct sales of their product or service.
They are best for Small Businesses who have limited marketing budget and want a high Return on Investment (ROI). The drawback of working with Micro Influencers is scaling the marketing campaign if needed. That is why relatively newer brands prefer to work with more than one Micro Influencers to capture various market segments by geo location or age group.
Macro Influencers have a fan following ranging from 100,000 to 1 Million. Their follower base covers various geographic and demographic segments and thus have a wider reach.
The engagement rate of macro influencers range somewhere between 2.5% – 5%. Most importantly, Macro Influencers usually already have somewhat of an experience working with brands. This type of influencer is best suited for collaborating with Small and Medium Enterprises.
Collaborations with Macro Influencers provide a good balance of Higher Reach and Engagement. They are best for Small and Medium Enterprises who have some presence in the market and want to reach out to a wider audience in terms of gaining Brand Awareness.
Budget wise – they are more expensive than Micro Influencers. Moreover, most of the Macro Influencers already have some previous experience working with Brands. Thus, the collaboration agreement is much easier to negotiate.
Furthermore, Macro Influencers are good in managing expectations and client deliverables because of their experience. This is another reason why you might be paying a premium while collaborating with a Macro Influencer.
Celebrity Influencers have a fan following of more than a Million. Their follower base covers a very wide geographic and demographic segments.
The engagement rate of celebrity influencers is normally somewhere between .5% to 1.5%.
In terms of partnership and collaboration, celebrity Influencers are business professionals. They usually have an agent or a marketing representative who handle any sort of promotions. Most importantly, Celebrity Influencers are best suited for mass Brand Awareness campaigns for well known brands.
Collaborations with Celebrity Influencers is usually very costly – because they are a brand themselves. Well known actors, actresses, celebrities, sports stars and others usually make more money through endorsements than their core work. Therefore, usually bigger, well-established brands are the main players who can afford their services.
Finally, Celebrity Influencers have a good management team. On this level of collaboration, the deliverables and compensation structures varies according to the campaign. They are good in managing expectations and client deliverables because of their experience and also strong contracts.
We hope this post helped you get an idea on the type of influencer that might work best for your business.
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