Influencer: meaning and how it works

An influencer is a creator whose recommendations affect what their audience buys or does.

Influencers are often grouped by size: nano, micro, mid-tier and macro. Smaller influencers often have higher engagement and lower prices.

How it works in practice

Influencers earn through brand deals, affiliate links, their own products or platform payouts. Brands choose them for audience fit as much as size.

Example

Example: a Pune food creator with 15,000 local followers may be a better choice for a new café than a national creator with 500,000.