For decades, major brands have paid thousands, sometimes even millions, of dollars for celebrity endorsements. Why? Consumers often trust people they know or admire. Influencers now serve a similar role, and with several influencer tiers, brands of all sizes and marketing budgets can find the right person to promote their products or services.
It’s important to remember that, when it comes to influencers, bigger is not always better. Sometimes influencers with a smaller following are better aligned to a brand’s marketing goals.
InnoVision Marketing Group understands what factors to consider when entering into an influencer partnership. Here’s a breakdown of each influencer tier so you can discover which may be the right fit for your brand.
Nano-Influencers
The smallest of the influencer tiers, nano-influencers are content creators with an audience of less than 10,000 followers. Since they have a smaller audience, their community is often more active and engaged than that of a larger social media following.
In fact, nano-influencers have the highest engagement rate of all influencer tiers on certain social media platforms. Think quality over quantity.
Brand authenticity is one of the key factors in an effective marketing strategy. Since nano-influencers have a small and loyal audience, they often come across as more relatable, genuine, and authentic. For brands seeking to build consumer loyalty and trust, nano-influencers offer the most credible approach.
Because nano-influencers may not be landing as many brand partnerships, they are often more adaptable and flexible in their approach to sponsored content. They are also more affordable, often charging just a couple hundred dollars or less per post.
However, they may also need more direction and guidance when it comes to deliverables. Be sure that everything is clearly outlined from the onset of the partnership to ensure the most collaborative relationship.
Micro-Influencers
With an audience between 10,000 and 100,000 followers, micro-influencers have a circle small enough to convey authenticity while still being able to amplify your brand’s reach. According to the US Chamber of Commerce, there are several benefits of partnering with a micro-influencer.
For starters, their following is small enough that they’re able to maintain a genuine connection with their audience. They’re also a cost-effective option. Micro-influencers usually charge $1,000 or less for sponsored content, though cost varies by influencer and platform.
At the same time, micro-influencers have a proven track record. They’ve been able to grow their audience enough to demonstrate that they truly understand their niche.
If you’re seeking to grow brand awareness at an attractive price point, partnering with a micro-influencer may be a good choice. In fact, one recent study suggests that partnering with a micro-influencer may be one of the best ways to connect with Gen Zers.
Mid-Tier Influencers
Mid-tier influencers fall somewhere in between niche content creators and high-profile social media personalities. These influencers typically have 100,000 to 500,000 followers, appealing to a wider base than nano- or micro-influencers.
Mid-tier influencers have grown their audience because of their ability to produce engaging and creative content that consistently captures attention. Because of their experience as content creators, mid-tier influencers charge more than those with fewer followers.
For example, a mid-tier influencer may charge upwards of $10,000 for a YouTube video or Facebook post. Partnering with a mid-tier influencer may be a smart strategy if your brand has wide appeal and you’re aiming for a broader reach.
Macro-Influencers
Macro-influencers have grown their audience to a sizable number—typically between 500,000 and 1,000,000 followers. Because of their large following, macro-influencers may not have the same level of engagement as influencers with a more niche audience. However, they have a powerful reach that can boost brand visibility.
According to Shopify, sponsored content from a macro-influencer could cost you anywhere from $1,000 to $25,000, depending on the platform. However, this influencer partnership could also earn you a better return on your investment. Harvard Business Review research points to the fact that the more followers an influencer has, the more successful the partnership is likely to be.
Mega-Influencers
If you’re a major brand with a major budget, you may be looking to partner with a mega-influencer— someone who has built a name and following for themselves on social media. This partnership can be costly, but it also has the potential to deliver significant returns.
With their vast audience and universal appeal, mega-influencers wield considerable sway. Due to their strong influence, this tier may charge tens of thousands of dollars or even $1 million or more for a sponsored post.
For example, Portuguese soccer player Cristiano Ronaldo topped the list of Instagram’s highest-paid stars in 2024, charging several million dollars for a single sponsored post. Argentinian soccer player Leo Messi and actress-singer Selena Gomez came in second and third. Despite the higher price tag, a brand with a substantial marketing budget seeking broad exposure may gain the most value from collaborating with the right mega-influencer.
Is an Influencer Partnership Right for Your Business?
Looking to appeal to Gen Z, especially? An influencer partnership may be one of the best ways to do it.
Some data suggests influencer content is more likely to shape purchase decisions made by Gen Zers than any other age group. This generation, in particular, often turns to social media for product recommendations and discovery, likely helping fuel the “TikTok made me buy it” phenomenon.
Are you interested in seeing if an influencer partnership may be the right strategy for your brand? Contact the team at InnoVision to learn more about influencer tiers and which one may work best for your brand.
The type of influencer partnership that may benefit you the most depends on a number of factors, including marketing goals, budget, and target audience. However, one thing remains clear—influencer partnerships are a highly effective way to establish credibility, boost brand visibility, and cultivate your own loyal community.
