Followers of 1,000 to 5,000, with the most personal relationship to their audience. Content tailored to a hyper-niche community. Demographically, their audience tend to be hyper-local to where they live. Less established in the influencer world, growing creators. Best leveraged for a cost-effective way to generate user-generated-content, but their hyper-local influence makes them a savvy investment for campaigns focused on one city or region.

Audience size of 5,001 to 75,000 followers, Micros are key opinion leaders in very specific niche markets. The clue is in the name - they are purveyors of micro-trends that shape what sub-communities like on social media. A micro's opinion is held in higher regard than any other tier of influencer in that niche. Engagement rates are the highest of all influencer tiers, and their followers trust their voice, support their growth and feel personally connected to them. Best leveraged in high-frequency to fully immerse your brand in the hyper-niche market you want to engage.

Audience size of 75,001 to 350,000 followers, Mid-Tier influencers expanded their influence into new markets whilst becoming one of THEE key opinion leaders in the niche market they have always been a voice in. Create content for a hybrid audience. Tend to maintain their engagement rate from being a Micro, but the personal connection they had with their original audience begins to dilute as they become a more recognised name. Genuine Mid-Tiers are few-and-far between but bring great value. They are best leveraged as individuals for achieving wide reach and high engagement in a niche.

Audience size of 350,001 followers to 2,000,000 followers, Macros are taste-makers and trend-setters for the mass-market. Create content to appeal to blanket markets rather than the niche sub-communities. They bring micro-trends to the zeitgeist and make them stick. Whilst their overall engagement rate drops, the reach and e-word-of-mouth they drive is turbocharged. Macros are best partnered with on a long-term basis. One-off posts to chase instant reach or return will not be a savvy investment.

Audience size of 2,000,0001+, celebrities have little-to-no direct relationship with their audience, lower engagement rates, their viral edge and far-reaching appeal is unrivalled, work best when used as long-term-ambassadors for mass-market products. Use their fame, personality and notoriety in your comms to make the partnership meaningful for your customers.

Virtual influencers are a force to be reckoned with, with followers in the millions all flocking to these CGI creators, they have permanently designed a space within the influencer landscape. They hold access to vast global audiences, naturally attracting innovative and super-savvy brands for collaboration. When selecting a virtual influencer for a campaign, nothing is impossible; photoshoots, locations and brand storytelling are all within reach via a virtual influencer. Want your influencer campaign to launch from moon? It’s just a photoshop session away.