Influencer Tiers - They All Play a Role

As a consumer, “influencer” has become an increasingly common term as everyday social media users are taking their personal channels and shifting it into a space, where they are able to monetize their content. 

Many content creators have gained such a substantial following that are able to market to the mass audience and some have collaborated with existing brands or even launched their own brand solely using their social media following to increase brand awareness.

Although these larger influencers seem to be deemed the “most successful” or “desirable” for brands to use, there are various tiers within the influencer space, each offering different benefits and bringing a different value to each partnership. Many businesses assume that going bigger is better, but that is not always the case.

Nano- influencers: Approx 1,000 – 10,000 followers

  • Their lack of fame is one of the qualities that make them approachable.
  • Any brands that are suggested on their page seem genuine and organic, similar to getting advice from a friend.
  • Most nano-influencers know their followers personally, so brands hope that their promotion will attract strong engagement and will feel more authentic.

Micro-influencers: Approx 10,000 – 50,000 followers

  • Micro-influencers were the most “buzzed about” influencer tiers within the past few years.

  • Micro-influencers are also commonly considered to have higher engagement rates than influencers with higher followings.

Mid-tier influencers: 50,000 – 500,000 followers

  • Mid-tier influencers offer a stronger reach than the micro- and nano-influencers, but are still more accessible than macro- and mega-influencers.

  • Overall, mid-tier influencers represent a happy balance between intimate fan communities and scalable audience reach.

Macro-influencers: 500,000 – 1,000,000 followers

  • In almost all cases, Macro- influencers social media presence represents their entire source of income.

  • Macro-influencers represent the “sweet spot” between cost and reach, and may drive the most impactful ROI compared to other influencer tiers.


Mega-influencers: 1,000,000+ followers

  • Mega-influencers shape pop culture, drive trends, hashtags and create sell-out demand for products.

  • Mega-influencers are typically  famous actors, singers, and athletes. 

  • According to The Business Journalist consumers are 10 times more likely to purchase a product recommended by a non-celebrity influencer, rather than a traditional celebrity

Depending on your brand's needs, budget and overall KPIs, each influencer category can play a vital part in your marketing mix!