You don’t really need to have a five or six-figure per month influencer marketing budget to run strategic and results-driven influencer marketing campaigns, and you don’t necessarily need to work with celebrity influencers or influencers with millions of followers. Most businesses are under the impression that the higher the follower count of an influencer the higher the reach will be and chances of their campaign succeeding.
However, that’s not the case.
For instance, did you know that micro-influencers have a higher engagement rate than mega-influencers? On Instagram, the engagement rate of micro-influencers stands at an average 3.86%, whereas it’s 1.21% for mega-influencers.
But micro and mega-influencers are not the only types of influencers out there.
Throughout this blog post, we’ll look at the five different types of influencer brands you should know about in 2022.
The 5 Types of Social Media Influencers You
Should Know About in 2022
Following are the five types of influencers on social media:
- Nano Influencers – Less than 10,000 followers
- Micro Influencers – 10,000 – 50,000 followers
- Mid-Tier Influencers – 50,000 – 500,000 followers
- Macro Influencers – 500,000 – 1,000,000 followers
- Mega Influencers – More than 1,000,000 followers
Nano Influencers – Less Than 10,000 Followers
Nano influencers are influencers with less than 10,000 followers or subscribers.
Nano influencers don’t have hundreds of thousands of followers trying to slip into their DMs. They don’t have hundreds of brands reaching out to them inquiring whether they’d like to collaborate on different projects. As a result of their small audience size, they have a deeper connection with their followers/subscribers and, quite importantly, a higher average engagement rate.
And since they are not working with numerous brands all the time they can spend more time crafting highly creative campaigns for the brands they choose to work with.
As mentioned earlier, their average engagement rate stands at 3.86%. And since they spend a lot of time interacting with their audience on a personal level and can dedicate their time and efforts towards building highly creative campaigns the chances of your influencer marketing campaign delivering a much higher ROI can be quite good.
At the same time, they charge much less than macro or mega influencers. Instagram nano influencers charge anywhere around $10 – $100 per post. At the same time, YouTube nano influencers charge $20 – $200 per video. The number for TikTok stands between $5 and $25 per post.
Micro Influencers – 10,000 – 50,000 Followers
Micro influencers are influencers with more than 10,000 followers yet less than 50,000. Just like nano influencers, micro influencers have a high engagement rate as well – as they don’t work with hundreds of brands at once and they can easily invest their time and efforts into their campaigns. And since they have a deeper connection with their audience, the chances of your influencer marketing campaigns turning out to be successful are high.
They’re obviously more in demand than nano influencers. And while they don’t have as many projects as mid-tier or mega-influencers, they have more experience and work with more brands than nano influencers and can then charge more for their efforts.
A report from Social Bakers indicates that micro-influencers boast about a 60% increased engagement rate when compared with macro-influencers.
Instagram micro influencers charge anywhere between $100 and $500 per post. YouTube micro influencers charge $200 – $1,000 per video. TikTok micro influencers charge $25 – $125 per post.
Mid-Tier Influencers – 50,000 – 500,000 Followers
Just because an influencer has 500,000 followers doesn’t mean he/she is a celebrity. Obviously, mid-tier influencers are in higher demand than nano or micro influencers, but we’ve seen many businesses mistakenly give them the same status as celebrity influencers.
That’s not true at all.
Don’t get us wrong. Collaborating with mid-tier influencers can obviously help you generate outstanding returns. But what’s the point of collaborating with mid-tier influencers if their engagement rate is extremely low?
If you are spending $5,000 per Instagram post on a mid-tier influencer, then it’s important to ensure that you’re generating higher returns through the campaign.
Mid-tier influencers have the dedicated resources and connections that you’ll need to skyrocket your campaigns. However, if you are a small-to-medium-sized business with a low influencer marketing budget, we’d advise you to avoid mid-tier influencers. But, if you actually have the budget and want to work with mid-tier influencers, it’s important to make sure that they have an extremely high engagement rate.
Instagram mid-tier influencers charge anywhere between $500 and $5,000 per post. YouTube mid-tier influencers charge $1,000 – $10,000 per video. The number stands at $125 – $1,250 in case of TikTok.
Macro Influencers – 500,000 – 1,000,000 Followers
Macro influencers are influencers with 50,000 – 1,000,000 followers or subscribers. Not only are they extremely popular but they have the dedicated tools, resources, and connections that you’ll need to skyrocket your campaigns. While they aren’t exactly celebrity influencers, they have spent a lot of time and effort building their follower or subscriber base.
But along with deep expertise and years of experience comes a BIG price tag. While they don’t charge as much as celebrities, they charge anywhere between $5,000 and $10,000 per Instagram post. YouTube mid-tier influencers charge $10,000 – $20,000 per video. TikTok macro influencers charge $1,250 – $2,500 per post.
Macro-influencers work with a lot of brands at any given time. And they have a dedicated team in place that will oversee onboarding, content creation, and more. So, you may expect a streamlined process.
And while you may be eager to work with macro influencers, make sure they have a high engagement rate. At the same time, make sure they can inject the element of creativity and spend the time and effort for your campaigns. After all, you want to pay them for their efforts and not for their faces.
Mega Influencers – More than 1,000,000 Followers
Mega influencers, commonly referred to as celebrity influencers, are influencers with more than a million followers. From having dedicated teams to handle their social media ventures to collaborating with numerous brands at once to charging top dollars, mega-influencers are in extremely high demand.
Usually, large corporations or businesses with extremely generous funding work with mega influencers. Instagram mega influencers charge anywhere more than $10,000 per post. YouTube mega influencers charge more than double that – $20,000+ per video. The number stands at more than $2,500 per TikTok post.
Working with a mega-influencer doesn’t necessarily mean that your influencer marketing campaign will be a grand success. Imagine paying $10,000 or $20,000 per post for a mega influencer having an engagement rate of 0.01%. So, before working with mega influencers it’s extremely important to ensure they have a high engagement rate and can help you build strategic influencer marketing campaigns.
It’s important to keep in mind that these are influencers with a very large following and may not be quick to respond to your inquiry. And, even if they do respond, they may question how associating with your brand fits within their reputational parameters.
Conclusion
Here are the types of social media influencers you should know about in 2022. To help you make a better decision, we’ve put together their prices in this table:
| YouTube | TikTok | ||
| Nano-Influencers (1,000 – 10,000 followers) | $10 – $100 per post | $20 – $200 per video | $5 – $25 per post |
| Micro-Influencers (10,000 – 50,000 followers) | $100 – $500 per post | $200 – $1,000 per video | $25 – $125 per post |
| Mid-Tier Influencers (50,000 – 500,000 followers) | $500 – $5,000 per post | $1,000 – $10,000 per video | $125 – $1,250 per post |
| Macro-Influencers (500,000 – 1,000,000 followers) | $5,000 – $10,000 per post | $10,000 – $20,000 per video | $1,250 – $2,500 per post |
| Mega-Influencers (1,000,000+ followers) | $10,000+ per post | $20,000+ per video | $2,500+ per post |
At MoreInfluence we build strategic influencer marketing campaigns by helping brands identify and collaborate with the right influencers that hold the potential to actually help them out. And we’d love nothing more than to do that for you.
So, what are you waiting for?
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