Types of influencers for your marketing campaigns

Types of Influencers

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 –

  1. Micro Influencers
  2. Macro Influencers
  3. Celebrity Influencers

Micro Influencers: Best for Small Businesses

Types of Influencer - Micro Influencer

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%.

Business collaboration with Micro Influencer

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.

Highlights – Micro Influencer:

  • 1K – 100K followers
  • 5% – 10% Engagement Rate
  • Strong Influence on their followers
  • Specialized Niche
  • High Conversions
  • Best for Small Businesses
Margherita Panziera is a Micro Influencer in the swimming & sports niche with around 40K followers
Mar Pages is a Micro Influencer in the travel niche with around 30K Followers

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One year ago, being here to take this photo would have been nothing but a lofty dream. ⠀⠀⠀ ⠀ One year ago, we knew NOTHING about photography (you can see the proof in our feed ?), NOTHING about Instagram, and the idea of working with hotels wasn’t even on our radar. ⠀⠀⠀ ⠀ But here we are one year into our full-time travels and we’ve had THE MOST INCREDIBLE week being hosted in The Maldives by @AmariMaldives. ⠀⠀⠀ ⠀ You may not know that we had our first hosted hotel stay before we had 2k followers, and our first brand deal was before we even had 1k followers. Most people don’t realize that you don’t need a ton of followers to work with great brands! ⠀⠀⠀ ⠀ Along the way we’ve learned through trial and error and some of those lessons were learned the hard way, which got us thinking of how we could share what we know with anyone who’s interested. We want other people to know they can do this too! ⠀⠀⠀ ⠀ We’ve teamed up with some other amazing accounts to create a course on how to get brand collaborations with just the followers you already have. We’re gonna teach you all the things we wish we knew when we started out. And soon you could be the one running down a secluded white sandy beach in The Maldives, and who doesn’t want that? ⠀⠀⠀ ⠀ If you’re genuinely interested to know when the course goes live, send us a DM and we’ll add you to the list! For the rest of you, let us know in the comments one thing you’d love to know about this way of life. ⠀⠀⠀ ⠀ ⠀⠀⠀ ⠀ ▸ ??‍? @oureveryjlife ◂ ⠀⠀⠀ ⠀ ⠀⠀⠀ ⠀ @amarimaldives

A post shared by Our EveryJ Life (@oureveryjlife) on

Our EveryJ Life is a family travel Micro Influencer with 18.5 K Followers

Macro Influencers: Best for Small and Medium Enterprises (SME)

Types of Influencer - Macro Influencer

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.

Business collaboration with Macro Influencer

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.

Highlights – Macro Influencers:

  • 100K – 1 Million followers
  • 2.5% – 5% Engagement Rate
  • High # of Followers
  • Diverse Audience
  • Wider Reach
  • Brand Experience
  • Best for SMEs
Allyiah is a Macro Influencer in the Fashion and Lifestyle niche with around 208K followers

Celebrity Influencers: Best for well known Brands

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%.

Business collaboration with Celebrity Influencer

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.

Highlights – Celebrity Influencers:

  • 1 Million + followers
  • 0.5% – 1.5% Engagement Rate
  • Vast Audience
  • Mass Reach
  • Brand Awareness
  • Best for Mass Market
Christiano Ronaldo is Celebrity Influencer and one of the most famous footballers of our age

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Striking a pose in the new @puma Defy Mid. #DoYou

A post shared by Selena Gomez (@selenagomez) on

Selena Gomez is a Celebrity Influencer

We hope this post helped you get an idea on the type of influencer that might work best for your business.

Like what you read? Join Listfluencer today and start collaborating.

Listfluencer is an online community for Influencers, Brands and Agencies to collaborate. Join our community to expand your collaboration opportunity today.


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