What is influencer marketing and how does it work?
Learn how influencer marketing strengthens your brand and creates reach
Influencer marketing is a strategy that involves engaging highly influential individuals on social media to authentically promote your products or services. Influencers act as a link between your brand and its target audience by sharing content, offering recommendations, and actively engaging their community. This method leverages the trust influencers have built with their followers to convey your message credibly. Key platforms include Instagram, ideal for lifestyle, fashion, and beauty brands; YouTube for in-depth product presentations or tutorials; TikTok for viral content; and LinkedIn for B2B influencer marketing campaigns. Each platform offers different ways to effectively reach your target audience and achieve your marketing goals.
What categories of creators are there?
Influencers and creators can be divided into categories that help you find the right partners for your campaign:
| category | Follower size | Core characteristics |
|---|---|---|
| Nano | Up to 10,000 | Close-knit community, high engagement rate, ideal for authentic campaigns in niches. |
| Micro | 10,000 - 100,000 | Niche experts, loyal followers, good balance of reach and engagement. |
| Mid-Tier | 100,000 - 500,000 | Greater reach, target group specific, suitable for medium-sized campaigns. |
| macro | 500,000 - 1 million | Broad target audience, significant reach, attractive for larger brand partnerships. |
| Mega | Over 1 million | Immense reach, perfect for global campaigns, often booked by major brands. |
| Celebrity / VIP | Very well known | Stars with huge influence, often active outside of social media. |
| UGC Creator | Range often irrelevant | Creating authentic user-generated content for brands, focusing on content quality. |
How can you use influencer marketing?
In addition to traditional collaborations, you can also use affiliate programs: Influencers receive personalized links or codes to generate sales and are paid commission-based—a low-risk model for you. Through authentic recommendations, targeted brand placement, and performance-based approaches like affiliate marketing, you can increase your reach and drive sales with influencer marketing. The choice of platform and category depends on your goals for the success of your social media strategy.