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A group of people filming a video for social media. PHOTO: UNSPLASH
The Influencer Evolution: Recognizing the Power and Potential of Each Type.
Updated
November 27, 2025 3:26 PM
A group of people filming a video for social media. PHOTO: UNSPLASH
In an era where social media reigns supreme, influencers have emerged as powerful players in the marketing game. They have the ability to sway opinions, drive trends, and create waves of engagement that brands can only dream of. But not all influencers are created equal; they come in various shapes and sizes, each with a unique approach to connecting with their audience. Under standing the different types of influencers can illuminate how they impact our daily lives and the choices we make. Let’s dive into the captivating world of influencers and explore the diverse categories that define them.
When you think of influencers, mega influencers are often the first that come to mind. These are the A-list celebrities, athletes, and global icons with millions of followers on platforms like Instagram, TikTok, and YouTube. Their immense reach allows brands to tap into vast audiences, making them highly sought after for endorsements.
Mega influencers have the power to generate instant buzz around a product or campaign. Their celebrity status lends credibility, and fans are often eager to emulate their lifestyles. However, this type of influencer can come with a hefty price tag, making them suitable for brands with substantial marketing budgets.
Just below the mega influencers are macro influencers, who typically boast between 100,000to 1 million followers. While they may not have the same level of fame as celebrities, macro influencers often command a loyal and engaged audience. They are usually experts in specific niches, such as fitness, beauty, travel, or technology.
Macro influencers combine reach with relevance. Their targeted expertise allows brands to connect with specific demographics, making them an ideal choice for campaigns aimed at niche markets. Their followers often view them as relatable and trustworthy, which can lead to higher engagement rates.
Micro influencers are the rising stars of the influencer world, typically having between 10,000 to 100,000 followers. What sets them apart is their authentic connection with their audience. They often have a more intimate relationship with their followers, leading to higher engagement and trust.
Brands are increasingly turning to micro influencers for their ability to create genuine conversations around products. The cost-effectiveness of partnering with micro influencers also allows brands to run multiple campaigns across different influencers, amplifying their reach while maintaining authenticity.
At the bottom of the influencer hierarchy are nano influencers, who have 1,000 to 10,000 followers. While their follower count may be modest, nano influencers often possess a highly engaged audience that views them as close friends, families or peers rather than celebrities.
Nano influencers are perfect for brands looking to create grassroots campaigns. Their genuine enthusiasm and relatability can lead to strong word-of-mouth marketing. Engaging with nano influencers often comes at a lower cost, making them an attractive option for small businesses and startups.
Brand ambassadors are influencers who have a long-term relationship with a brand, often representing them across multiple campaigns. They can fall into any of the previous categories but are distinguished by their commitment to the brand and its values.
By cultivating brand ambassadors, companies can create consistent messaging and foster loyalty among customers. These influencers often resonate with audiences more deeply, as they embody the brand’s identity and promote its products authentically over time.
The world of influencers is as diverse as it is dynamic, with each type offering unique advantages for brands looking to connect with consumers. From the glitzy allure of mega influencers to the genuine relatability of nano influencers, understanding these categories can help brands make informed choices in their marketing strategies. As the digital landscape continues to evolve, the role of influencers will only grow, shaping trends and driving engagement in ways we are just beginning to comprehend. By leveraging the right type of influencer, brands can effectively navigate this vibrant ecosystem, ensuring their message resonates with the audiences that matter most.
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A new bet on early heart failure detection and why women’s health is at the center.
Updated
December 23, 2025 12:36 PM
A doctor holding an artificial heart model. PHOTO: ADOBE STOCK
Heart disease does not always announce itself clearly, especially in women. Many of the symptoms are ordinary, including fatigue, shortness of breath and swelling. These signs are frequently dismissed or explained away. As a result, many women are diagnosed late, when treatment options are narrower and outcomes are worse. That diagnostic gap is the context behind a recent investment involving Ultromics and the American Heart Association’s Go Red for Women Venture Fund.
Ultromics is a health technology company that uses artificial intelligence to help doctors spot early signs of heart failure from routine heart scans. It has received a strategic investment from the American Heart Association’s Go Red for Women Venture Fund.
The focus of the investment is a long-standing blind spot in cardiac care. Heart failure with preserved ejection fraction, or HFpEF, affects millions of people worldwide, with women disproportionately impacted. It is one of the most common forms of heart failure, yet also one of the hardest to diagnose. Studies even show women are twice as likely as men to develop the condition and around 64% of cases go undiagnosed in routine clinical practice.
Ultromics works with a tool most patients already experience during heart care: the echocardiogram. There is no new scan and no added burden for patients. Its software analyzes standard heart ultrasound images and looks for subtle patterns that point to early heart failure. The goal is clarity. Give clinicians better signals earlier, before the disease advances.
“Heart failure with preserved ejection fraction is one of the most complex and overlooked diseases in cardiology. For too long, clinicians have been expected to diagnose it using tools that weren't built to detect it and as a result, many patients are identified too late,” said Ross Upton, PhD, CEO and Founder of Ultromics. “By augmenting physicians' decision making with EchoGo, we can help them recognize disease at an earlier stage and treat it more effectively.”
The stakes are high. Research suggests women are twice as likely as men to develop the condition and that a majority of cases are missed in routine clinical practice. That delay matters. New therapies can reduce hospitalizations and improve survival, but only if patients are diagnosed in time.
This is why early detection has become a priority for mission-driven investors. “Closing the diagnostic gap by recognizing disease before irreversible damage occurs is critical to improving health for women—and everyone,” said Tracy Warren, Senior Managing Director, Go Red for Women Venture Fund. “We are gratified to see technologies, such as this one, that are accepted by leading institutions as advances in the field of cardiovascular diagnostics. That's the kind of progress our fund was created to accelerate.”
Ultromics’ platform is already cleared by regulators for clinical use and is being deployed in hospitals across the US and UK. The company says its technology has analyzed hundreds of thousands of heart scans, helping clinicians reach clearer conclusions when traditional methods fall short.
Taken together, the investment reflects a broader shift in healthcare. Attention is shifting earlier—toward detection instead of reaction. Toward tools that fit into existing care rather than complicate it. In this case, the funding is not about introducing something new into the system. It is about seeing what has long been missed—and doing so in time.