The Influencer Evolution: Recognizing the Power and Potential of Each Type.
Updated
January 8, 2026 6:35 PM
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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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How a Korean biotech startup is using AI to move drug discovery from trial-and-error to precision design
A close up of a protein structure model. PHOTO: UNSPLASH
For decades, drug discovery has relied on trial and error, with scientists testing thousands of molecules to find one that works. Galux, a South Korean biotech startup, is changing that by using AI to design proteins from scratch. This method, called “de novo” design, makes it possible to build precise new therapies instead of searching through existing ones.
The company recently announced a US$29 million Series B funding round, bringing its total capital to US$47 million.This significant investment attracted a substantial roster of institutional backers, including the Korea Development Bank (KDB), Yuanta Investment, SL Investment and NCORE Ventures. These firms joined existing investors such as InterVest, DAYLI Partners and PATHWAY Investment, as well as new participants including SneakPeek Investments, Korea Investment & Securities and Mirae Asset Securities.
At the core of the company’s work is a platform called GaluxDesign. Unlike many AI tools that only predict how existing proteins fold, this system uses deep learning and physics to create entirely new therapeutic antibodies. This “from scratch” approach lets the team go after so-called “undruggable” proteins. These are targets that traditional small-molecule drugs can’t reach because they lack clear binding pockets. By designing proteins to fit these complex shapes, Galux aims to unlock treatments that have stayed out of reach for decades. And that’s exactly why investors are paying attention.
The pharmaceutical industry is actively looking for faster and more efficient ways to develop new drugs, and Galux is built for exactly that. The company connects its AI platform directly to its own wet lab, where designs can be tested in real time. Each result feeds straight back into the system, sharpening the next round of models. This continuous loop speeds up discovery and improves precision at every step. It’s also why partners like Celltrion, LG Chem and Boehringer Ingelheim are already working with Galux.
Galux is no longer just trying to make drugs that stick to a target. The company now wants its AI to design medicines that actually work in the body and can be made at scale. In simple terms, a drug has to do more than bind to a disease—it must be stable, safe and strong enough to change how the illness behaves. Galux is moving into tougher targets such as ion channels and GPCRs. These play key roles in heart function and sensory signals. Ultimately, the goal is to show that AI-driven design can turn complex biology into real treatments. And instead of hunting blindly for a solution, the team is building exactly what they need.