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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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From information gaps to global access — how AI is reshaping the pursuit of knowledge.
Updated
November 28, 2025 4:18 PM
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Paper cut-outs of robots sitting on a pile of books. PHOTO: FREEPIK
Encyclopaedias have always been mirrors of their time — from heavy leather-bound volumes in the 19th century to Wikipedia’s community-edited pages online. But as the world’s information multiplies faster than humans can catalogue it, even open platforms struggle to keep pace. Enter Botipedia, a new project from INSEAD, The Business School for the World, that reimagines how knowledge can be created, verified and shared using artificial intelligence.
At its core, Botipedia is powered by proprietary AI that automates the process of writing encyclopaedia entries. Instead of relying on volunteers or editors, it uses a system called Dynamic Multi-method Generation (DMG) — a method that combines hundreds of algorithms and curated datasets to produce high-quality, verifiable content. This AI doesn’t just summarise what already exists; it synthesises information from archives, satellite feeds and data libraries to generate original text grounded in facts.
What makes this innovation significant is the gap it fills in global access to knowledge. While Wikipedia hosts roughly 64 million English-language entries, languages like Swahili have fewer than 40,000 articles — leaving most of the world’s population outside the circle of easily available online information. Botipedia aims to close that gap by generating over 400 billion entries across 100 languages, ensuring that no subject, event or region is overlooked.
"We are creating Botipedia to provide everyone with equal access to information, with no language left behind", says Phil Parker, INSEAD Chaired Professor of Management Science, creator of Botipedia and holder of one of the pioneering patents in the field of generative AI. "We focus on content grounded in data and sources with full provenance, allowing the user to see as many perspectives as possible, as opposed to one potentially biased source".
Unlike many generative AI tools that depend on large language models (LLMs), Botipedia adapts its methods based on the type of content. For instance, weather data is generated using geo-spatial techniques to cover every possible coordinate on Earth. This targeted, multi-method approach helps boost both the accuracy and reliability of what it produces — key challenges in today’s AI-driven content landscape.
Additionally, the innovation is also energy-efficient. Its DMG system operates at a fraction of the processing power required by GPU-heavy models like ChatGPT, making it a sustainable alternative for large-scale content generation.
By combining AI precision, linguistic inclusivity and academic credibility, Botipedia positions itself as more than a digital library — it’s a step toward universal, unbiased access to verified knowledge.
"Botipedia is one of many initiatives of the Human and Machine Intelligence Institute (HUMII) that we are establishing at INSEAD", says Lily Fang, Dean of Research and Innovation at INSEAD. "It is a practical application that builds on INSEAD-linked IP to help people make better decisions with knowledge powered by technology. We want technologies that enhance the quality and meaning of our work and life, to retain human agency and value in the age of intelligence".
By harnessing AI to bridge gaps of language, geography and credibility, Botipedia points to a future where access to knowledge is no longer a privilege, but a shared global resource.