4 Types of influencers: from nano and micro to macro and mega. Who’s the ideal choice?

In this post, we will delve into the world of influencers, exploring the key characteristics and social media influencer salaries in four major categories: nano, micro, macro, and mega influencers. Keep reading to learn how to make informed decisions for your brand’s next successful influencer marketing campaigns!

Nano influencers: 1K–10K followers

Nano-influencers are closer to ordinary users. They have a relatively small but highly engaged social media following that trusts their opinions and recommendations. What sets nano-influencers apart is their ability to establish genuine connections with their followers, often leading to higher authenticity. As a rule, the nano-influencer’s audience is very compact and may be concentrated in one city or state.

Average engagement rate: 4%-6%

Due to their smaller audience size, nano-influencers tend to have higher engagement rates than those with larger followings. Their followers often feel a closer connection to them, resulting in more meaningful interactions such as comments, likes, and shares. The average engagement rate for nano-influencers can vary but generally ranges from 4% to 6% (and higher), making them an attractive option for brands seeking to maximize engagement with their target audience.

Average rate per post: $50-$200

Nano-influencers often charge lower rates compared to their counterparts. As they are still building their online presence and are eager to collaborate with brands, they may be more open to flexible partnerships, including gifting products in exchange for content creation or a nominal fee for their services.

When collaborating with nano-influencers?

Collaborating with nano-influencers can be advantageous in several scenarios:

• Targeting a hyper-niche or specific local audience

• Launching a new product on a local market and seeking early adopters

• Having limited marketing budgets and looking for a cost-effective solution

Micro-influencers: 10K-100K followers

Micro-influencers build a dedicated community around their niche interests or expertise, establishing themselves as credible voices within their respective fields. They can reach a broader audience than nano-influencers while still maintaining a significant level of engagement and impact. They are more independent and experienced in terms of content creation.

Average engagement rate: 2%-4%

Micro-influencers interact closely with their audience and build genuine relationships. Their followers feel a stronger sense of connection, resulting in decent engagement such as comments, likes, and shares. Micro-influencers may experience slightly lower engagement compared to nano-influencers due to their larger following.

Average rate per post: $500-$2,000

The average rate per post for micro-influencers can vary depending on factors such as the platform, engagement rate, and specific niche, but generally falls within a few hundred dollars to a couple of thousand dollars.

When collaborating with micro-influencers?

You can benefit from a collaboration with micro-influencers in the following cases:

• Looking for a knowledgeable voice within a specific industry

• Aiming to reach a broader audience while maintaining high engagement

• Planning to engage user-generated content and impactful storytelling

Why can nano- and micro-influencers be more interesting than big influencers?

As we said before, nano- and micro-influencers are closer to the audience, they can communicate more with subscribers, they know their interests better, and, accordingly, they are more trustworthy to the audience.

By the way, a lot of industry giants now tend to experiment and take new directions. Opposed to popular belief, they turn not only to celebrities but also to influencers with smaller audiences. Check out our article about how Adidas selects micro-influencers for advertising collaborations.

Macro-influencers: 100K-1M followers

Macro influencers are social media personalities with a substantial following. They have amassed a large audience base and enjoy widespread popularity across various platforms. These influencers often have a broad appeal and can reach a diverse range of individuals with their content.

Average engagement rate: 2%

Due to their larger following, macro-influencers experience a lower engagement rate compared to micro- or nano-influencers. However, their reach and potential impact remain significant.

Average rate per post: $3,000-$5,000

Collaborating with macro-influencers typically involves a higher investment compared to smaller influencers. The average rate per post can vary depending on factors such as the influencer’s industry, platform, engagement rate, and level of influence. Macro-influencers often charge several thousand dollars per sponsored post, and additional costs may be incurred for additional content creation or long-term partnerships.

When collaborating with macro influencers?

Here’re the reasons why macro-influencers can be your strategic choice:

• Expecting to reach a wider and more diverse audience

• Looking to dramatically boost brand awareness and go viral

• Planning a long-term collaboration with an established influencer

Mega-influencers: over 1M followers

Mega-influencers with an immense following reach celebrity status in the digital realm. They have a widespread audience that is scattered all over the world. As a rule, such influencers tend to collaborate with well-known brands so it’s harder (yet not impossible) to stand out and attract their attention. Plus, most celebrities may not have enough time to create creative content, so it is likely that you will have to involve a professional team in order to achieve a good result.

Average engagement rate: 1%-2%

Their wide reach and potential detachment from individual followers can make it challenging to foster deep engagement and establish a personal connection with their audience. You may start considering mega influencers with an engagement rate of 1%-2%.

Average rate per post: $5,000+

Collaborating with mega-influencers is always associated with a higher price tag. It’s difficult to forecast the average rate per post as it can vary significantly based on the influencer’s popularity, industry, engagement rate, and platform.

Speaking of Instagram’s highest-paid celebrities according to the Influencer Marketing Hub, the top 3 earners include Cristiano Ronaldo (2,3m per post), Kylie Jenner (1,8m per post), and Leo Messi (1,7m per post).

When collaborating with mega-influencers?

If you have an ambitious plan to collaborate with a celebrity, consider this criteria:

• Striving to expose to a global audience

• Looking for high-profile brand partnerships

• Having an experienced marketing team for content creation

• Having a solid reputation/popularity and a massive budget

Who's fit for your influencer marketing campaign?

The answer lies in your particular needs and brand characteristics. Here’s the list of questions to help you detect the right influencer:

• What are the goals of your campaign?

• What are your brand values and vision

• Who’s your target audience?

• What’s your available budget?

• Are you going to assist in content creation or delegate this to an influencer?

Remember that the wider the audience, the less loyal it becomes!

The universality of the influencer marketing landscape allows you to find creators to solve any business problem. Nano and micro-influencers are often preferred for niche targeting and authentic engagement, while macro and mega-influencers provide mass appeal and access to a diverse audience.

The ideal choice ultimately relies on aligning your brand’s goals with the influencer’s reach, engagement, and relevance to effectively connect with your target market and achieve your desired campaign outcomes.