What is the difference between influencers, creators and KOLs?
Learn what types of influencers there are and what makes them special.
Influencers and creators are often equated, but there are differences: Creators focus on creating content, while influencers stand out primarily through opinion-forming and influence. In a business context, especially on LinkedIn, you also hear about key opinion leaders (KOLs), who position themselves as experts. In Germany, however, this term is less common and is primarily used to differentiate oneself from influencers. In general, there is a tendency for influencer to represent a negative stigma, and therefore the term creator is preferred.
UGC creators create authentic "user-generated content" where reach is less important than quality, which should appear genuine and approachable. They are usually booked in campaigns when brands want to produce decentralized content for their own brand presence or to create assets for paid media campaigns.
What categories are there based on the number of followers?
Influencers and creators can be divided into different categories based on their number of followers and their influence. The following table provides an overview:
| category | Follower size | Core characteristics |
|---|---|---|
| Nano | Up to 10,000 | Close-knit community, high engagement rate, ideal for authentic campaigns in small groups. |
| Micro | 10,000 - 100,000 | Niche experts, loyal followers, balance of reach and engagement. |
| Mid-Tier | 100,000 - 500,000 | Greater reach, target group specific, suitable for medium-sized campaigns. |
| macro | 500,000 to 1 million | Significant reach, broad target audience, attractive for 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, usually active outside of social media and not booked purely for their reach. |
How do you choose the right category?
In addition to the number of followers, you should check the actual reach and engagement rate, especially on platforms like TikTok, Instagram, or YouTube, where impressions are crucial. These metrics give you a more accurate picture of a creator's effectiveness. Each category has its strengths and is suitable depending on the goal of your campaign—from small, authentic collaborations to global brand partnerships with high visibility. This allows you to build your social media strategy with a targeted approach.