Definition and Types of Influencer Marketing

The term “Influencer Marketing” is starting to grow and is getting more popular in recent years. In fact, the topic of influencer marketing on search engines has continued to increase from 2013 to 2021, this is evidenced by research conducted by Influencermarketinghub.

You can see in the image below:

Influencer Marketing
Source: Inluencerdb

Influencer marketing is usually done on various social media such as Instagram, Facebook, or Youtube. So, what is influencer marketing?

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Understanding Influencer Marketing

Influencer marketing is a marketing strategy to promote a product or service through “influencers”. While the influencer itself is someone who is considered capable of influencing other people to take an action. In this context, usually, an influencer is from among artists, celebrities, models, public figures, and others because they have many followers.

Usually, influencers have a lot of followers on social media. They are also highly trusted by their followers, so the products or services they use can influence followers to try and buy these products.

Therefore, using influencers to promote your product is an opportunity to get more potential clients.

Types of Influencers

After knowing the meaning of influencer marketing, now let's get to know the types of influencers before using influencer marketing. Based on the number of followers, Influencers are of 3 types:


Micro-influencers are influencers who have between 1,000 and 100,000 followers. Micro-influencers are usually those who are known as someone who is an expert in a field, such as an industry expert or beauty expert.

Pros of Micro-Influencers:

  • Micro-influencers have a higher level of client trust.
  • The cost of using micro-influencers is cheaper.
  • Micro-influencers drive more engaging relationships with clients.
  • Micro-influencers reach a larger, more targeted audience.
  • It's easier to find or connect with micro-influencers.

Disadvantages of Micro-Influencers:

  • The number of followers is relatively smaller than other types of influencers.
  • Only certain people know a micro-influencer.

Macro Influencer

Macro influencers are one level above micro-influencers. They have followers above 100,000 (maximum limit of followers micro-influencer ) to 1,000,000 (minimum limit of mega influencer followers). Macro Influencers mostly come from bloggers or vloggers.

Pros of Macro Influencers:

  • Have quite a lot of followers (more than micro-influencers).
  • Able to reach more targeted clients.
  • Get quite a lot of clients.
  • The cost used for macro-influencers is cheaper than using mega influencers.
  • Disadvantages of Macro Influencers:
  • Not everyone is familiar with macro-influencers.
  • Macro influencers have a reach that is not too broad, usually only for a few areas.

Mega Influencers

Mega influencers are categorized as the highest type of influencer. These types of influencers are those who have more than 1,000,000 followers. Usually, they come from artists, YouTubers, or celebrities.

Advantages of Mega Influencers:

  • Mega influencers have a very wide reach.
  • Mega Influencers are known by many people.
  • Make it easier for you to get prospective clients in a relatively short period.

Disadvantages of Mega Influencers:

  • The cost of using mega influencers is relatively more expensive.
  • Mega Influencers reach less targeted clients.

Well, that's a little explanation about influencer marketing. Are you going to use influencer marketing? Which type of Influencer will you use? Let's share in the comments column. Happy Learning.

Harby Jay | Author

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