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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Inside the funding round driving the shift to intelligent construction fleets
Updated
February 7, 2026 2:12 PM
Aerial shot of an excavator. PHOTO: UNSPLASH
Bedrock Robotics has raised US$270 million in Series B funding as it works to integrate greater automation into the construction industry. The round, co-led by CapitalG and the Valor Atreides AI Fund, values the San Francisco-based company at US$1.75 billion, bringing its total funding to more than US$350 million.
The size of the investment reflects growing interest in technologies that can change how large infrastructure and industrial projects are built. Bedrock is not trying to reinvent construction from scratch. Instead, it is focused on upgrading the machines contractors already use—so they can work more efficiently, safely and consistently.
Founded in 2024 by former Waymo engineers, Bedrock develops systems that allow heavy equipment to operate with increasing levels of autonomy. Its software and hardware can be retrofitted onto machines such as excavators, bulldozers and loaders. Rather than relying on one-off robotic tools, the company is building a connected platform that lets fleets of machines understand their surroundings and coordinate with one another on job sites.
This is what Bedrock calls “system-level autonomy”. Its technology combines cameras, lidar and AI models to help machines perceive terrain, detect obstacles, track work progress and carry out tasks like digging and grading with precision. Human supervisors remain in control, monitoring operations and stepping in when needed. Over time, Bedrock aims to reduce the amount of direct intervention those machines require.
The funding comes as contractors face rising pressure to deliver projects faster and with fewer available workers. In the press release, Bedrock notes that the industry needs nearly 800,000 additional workers over the next two years and that project backlogs have grown to more than eight months. These constraints are pushing firms to explore new ways to keep sites productive without compromising safety or quality.
Bedrock states that autonomy can help address those challenges. Not by removing people from the equation—but by allowing crews to supervise more equipment at once and reduce idle time. If machines can operate longer, with better awareness of their environment, sites can run more smoothly and with fewer disruptions.
The company has already started deploying its system in large-scale excavation work, including manufacturing and infrastructure projects. Contractors are using Bedrock’s platform to test how autonomous equipment can support real-world operations at scale, particularly in earthmoving tasks that demand precision and consistency.
From a business standpoint, the Series B funding will allow Bedrock to expand both its technology and its customer deployments. The company has also strengthened its leadership team with senior hires from Meta and Waymo, deepening its focus on AI evaluation, safety and operational growth. Bedrock says it is targeting its first fully operator-less excavator deployments with customers in 2026—a milestone for autonomy in complex construction equipment.
In that context, this round is not just about capital. It is about giving Bedrock the runway to prove that autonomous systems can move from controlled pilots into everyday use on job sites. The company bets that the future of construction will be shaped less by individual machines—and more by coordinated, intelligent systems that work alongside human crews.