Micro, meso and macro influencers – What’s the difference?

Micky Weis

15 years of experience in online marketing. Former CMO at, among others, Firtal Web A/S. Blogger about marketing and the things I’ve experienced along the way. Follow me on LinkedIn for daily updates.

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Influencer marketing has firmly established itself in the digital strategies of most companies—and for good reason.

Social media offers the opportunity to reach specific target audiences in an authentic and engaging way, and this is precisely where influencers play a key role.

But how do you know which type of influencer will foster the most valuable and effective collaboration for your brand?

The answer depends largely on your goals, your budget, and—most importantly—the audience you want to reach.

There are generally three types to consider: micro, meso, and macro influencers. In this article, we’ll dive into what sets them apart and when it makes sense to collaborate with one over the others.

Micro influencers: small following, high engagement

In Denmark, micro influencers typically have between 1,000 and 20,000 followers. They are often specialized in a specific niche and have built a close relationship with their followers.

This is exactly why engagement rates are higher here than among larger profiles.

Authenticity plays a huge role in this segment. Followers often perceive micro influencers as trustworthy and “one of their own,” which makes their recommendations more persuasive.

Their smaller following also means that partnerships with micro influencers are usually more “budget-friendly”—ideal for smaller brands looking to reach a very specific audience.

Meso-influencers: mid-sized profiles with broader reach

Meso influencers sit in the middle, typically with between 20,000 and 100,000 followers in Denmark.

They often hold a certain status as experts or recognizable figures within a particular field, and their audience consists of both loyal fans and a wider public.

With meso influencers, you get a strong combination of reach and authenticity.

Engagement rates remain relatively high, while also giving you the opportunity to reach a larger group of people.

They are particularly relevant for brands that want to scale their message without compromising on credibility.

Macro influencers: wide exposure and professional collaboration

Macro influencers in Denmark have over 100,000 followers and are often well-known names in their field—actors, TV personalities, or individuals who gained fame directly through social media.

Here, we’re talking about significant reach and brand exposure.

Working with macro influencers often involves higher costs and lower engagement rates compared to micro and meso influencers.

That doesn’t mean it’s a poor investment, but it does require that your brand is crystal clear on its strategy and target audience.

AI-influencers: digital personalities of the future?

As technology evolves, we’re also seeing a new type of influencer emerge: AI-generated personas.

These “influencers” are created using artificial intelligence and exist solely in the digital realm—but that doesn’t make them any less popular.

Take, for example, Lil Miquela, who has millions of Instagram followers and collaborates with major brands like Prada and Calvin Klein.

Or Lu do Magalu, Brazil’s virtual darling who started as a chatbot and now does everything from product reviews to full-scale e-commerce campaigns.

What makes AI influencers interesting is their flexibility and complete control over content. They never make mistakes, don’t get sick, and their messaging can be tailored 100% to a brand’s tone of voice.

Which type of influencer should you collaborate with?

There’s no one-size-fits-all answer when it comes to choosing the right influencer collaboration.

It all depends on the goals of your campaign. Want to build trust and depth? Then look to micro influencers.

If you’re after broader exposure, meso or macro influencers may be the right fit.

And if you’re seeking something new and innovative, AI profiles might be worth exploring.

Regardless of your choice, it’s essential to take the time to find the right match—considering your audience, brand values, and messaging.