As we’ve talked about before, influencer marketing is the most effective channel for brand awareness and loyalty. of consumers have reported being influenced by a creator's recommendation when making a purchasing decision because, at its core, influencer marketing is rooted in trust and credibility. For brands, it’s a reliable way to reach specific target audiences with the right message at the right time.
So, we know influencer marketing works. The next step is figuring out which type of influencer is the right fit for your brand. Let’s break it down.
There are 4 types of influencers based on audience size —
- Nano Influencers: 1-10k followers.
- Micro Influencers: 10-100k followers.
- Macro Influencers: 100k-1M followers.
- Mega Influencers: 1M + followers.
Each influencer tier has its own strengths and weaknesses. So when you’re thinking about which type of influencer is the right fit for your brand or campaign, there are a few things to consider.
Macro + Mega Influencers
Macro + mega influencers have the largest following tier. These types of influencers are, or function as, celebrities. They have a huge audience following and do an incredible job when it comes to mass awareness plays. And with such strong influence, they can also shift brand perception. But all of that comes with a cost. To work with this tier of influencer, you’d better be ready to spend thousands (to tens of thousands) of dollars for a single sponsored Instagram post.
Nano + Micro Influencers
On the other hand, nano + micro influencers have much smaller, targeted audiences that tend to be highly engaged and receptive to the influencers’ content. These influencers have a sense of authenticity and relatability that resonates with their followers, leading to stronger brand affinity, loyalty, and trust. Brands can tap into these niche communities to really drive home conversion + engagement at a very reasonable price. Nano + macro influencers are still establishing their partnerships + seeing what works, and they typically do a really solid job ensuring their brand partnerships will resonate with their overall persona and, most importantly, their audience.
Choosing the Right Strategy for Your Brand
At the end of the day, it’s important to keep in mind what you are looking to achieve with an influencer campaign, alongside what your budget allows. There are benefits both to working with influencers with a smaller audience who have a more specific and engaged community and to working with influencers with a broader reach and overall awareness play.
In 2025, when people are more likely to trust the word and recommendation of an influencer over a celebrity, it’s safe to say influencer marketing is alive and effective. So whether you’re just starting your brand, launching a new product or service, or looking for a fresh way to advertise, influencers are the way to go.
Breef has a network of over 25k agencies, with thousands specializing in influencer marketing. If you’re interested in strategizing what an influencer campaign could look like for your brand, book a call with a Marketing Strategist — it’s what we’re here for!
