Influencers can be also divided into bloggers, instagrammers, youtubers, tiktokers and so on. Instagram is the most used social media for this kind of campaigns, followed by YouTube and the most recent ones like TikTok and Twitch.
According to the width of the target audience, we can also distinguish mega, macro, micro and nano influencers. The number of followers is an important variable to establish the budget and the choice of a celebrity is not necessarily the best. For very specific sectors micro-influencers can be crucial to hit a market niche: they do not reach large numbers in terms of followers, but they have a strong influence on a truly interested and sometimes competent audience on the subjects treated, who manage to engage effectively transforming contacts into conversions.