Influencer marketing isn’t just a passing trend—it’s reshaping how brands connect with their audiences. While “influencer” feels like a modern phenomenon, the concept has been around for decades. Today, an influencer, as we refer to the term, is any individual who has a large or highly engaged social media following and holds considerable sway in specific industries. Companies can then hire these people to direct their audience toward a specific company or product to gain some type of benefit, whether that’s sales or brand awareness.
In the early 2000s, celebrities were the go-to for endorsements, but with the rise of social media, everyday people have turned their online presence into a career. Using platforms like Instagram and TikTok, anyone with a dedicated audience can be an influencer, and brands are paying attention.
A great example of this is a fifteen-year-old girl named Charli D’Amelio, who grew up dancing. One day, a video of her and her friends blew up on TikTok, leading to millions of followers. She eventually gained over 151 million followers on TikTok, making her the most-followed person on the app from 2019 to mid-2022. She became a “macro-influencer”, and started collaborating with brands like Dunkin’ Donuts and Prada. She partnered with Prada for Milan Fashion Week, where she attended runway shows and posted TikTok content showcasing Prada outfits and behind-the-scenes moments, exposing Prada to a younger audience. Dunkin’ Donuts had heard about Charli’s love for their coffee, which led to an official partnership. She promoted Dunkin’ products on her TikTok and Dunkin’ even launched "The Charli Remix" as a follow-up campaign. This proves that nearly anyone can become an influencer. Charli was just a teenager posting dance videos with friends, with no prior fame.
But not all influencers are created equal. There are two main categories brands should consider: micro-influencers and macro-influencers.
Micro-influencers typically have between 10,000 and 100,000 followers. What they lack in reach they make up for in engagement. Their audiences tend to be highly targeted and loyal, making them a great fit for brands looking to connect with specific communities. Because they maintain a closer relationship with their followers, their recommendations often feel more authentic. Plus, they’re generally more budget-friendly than macro-influencers, making them an ideal choice for smaller businesses or niche brands.
On the other hand, macro-influencers boast 100,000 to 1 million or more followers. They offer broad exposure, making them ideal for brand awareness campaigns. While their engagement rates may be lower due to the sheer volume of followers, their influence is undeniable. A single post from a macro-influencer can put your brand in front of hundreds of thousands—if not millions—of potential customers. However, this reach comes at a higher cost, making them a better fit for brands with larger marketing budgets.
It all comes down to your marketing goals. If you’re looking for large-scale visibility, macro-influencers can deliver. If you want more engagement, conversions and a personal touch, micro-influencers are the way to go. Budget is another factor—micro-influencers are often more accessible for smaller brands while macro-influencers require a bigger investment. Additionally, the type of product or service you offer matters. A highly niche brand may benefit more from micro-influencers while a mainstream product could thrive under a macro-influencer’s broader reach.
Beyond micro and macro, there’s another type of influencer making waves—AI-generated influencers. Brands like Prada and Samsung are already experimenting with digital personalities to promote their products. These AI influencers never age, never get caught in scandals and can be perfectly tailored to fit a brand’s image. But will they ever fully replace human influencers? Authenticity is still a major factor in marketing and while AI influencers offer control and consistency, they lack the real-life experiences and emotions that make human influencers relatable.
As influencer marketing continues to evolve, one thing is clear—whether micro, macro or AI, storytelling and authenticity will remain at the heart of successful brand partnerships. The key is choosing the right influencer for your brand’s message and audience.