7 Different Types of Influencers and How to Use Them
Social media influencers have made an impression on the world of digital marketing. These popular accounts promote brands and small businesses, increasing engagement and lending an authentic voice to marketing efforts. Recent stats shows that 93% of brands rely on influencer marketing to reach their marketing goals, gain a massive following, increase brand awareness, and interact with customers.
Today, influencer marketing is the best way to unlock social media marketing barriers. The key is reaching out to the right social media influencers.
For digital marketers, it all starts with knowing the different types of influencers.
What is a social media influencer?
A social media influencer uses their social influence to promote brands to their audience. An influencer can affect their audience’s purchasing decisions because of their credibility, knowledge level, and relationship with their audience.
The difference between bloggers and influencers
Is there is a difference between bloggers and influencers? Totally! Influencers are not necessarily bloggers, but bloggers can become influencers if their blog gains enough attention.
- A blogger is someone with a website where they host a blog and publish their own original content.
- An influencer is someone on a social media platform who has become an expert in their niche. They’ve built a large audience based on their content, lifestyle and authority.
Types of Influencers
Before reaching out to social media influencers, it’s important to know the types of influencers out there. Here are 7 different types of influencers brands need to know:
- Social Media Content Influencers
1. Bloggers and content creators
Content-type influencers share different types of content on multiple social media channels. Typically they promote their blogs/ websites and give their audience information pertaining to their niche. These influencers build authentic relationships with their audience. Fans trust their authority and look to them for reviews, tips, tutorials and more.
Photographers are professional visual content creators on social media. This type of influencer builds a following based on their stunning images and keen eye. They leave lasting impressions on their audience, and their images tell stories without words. Many brands collaborate with photographers to produce a gorgeous visual grid of product content.
3. Vloggers and YouTubers
Vloggers or “video bloggers” use the medium of self-made video content to connect with audiences. Similar to bloggers, vloggers build authentic relationships with their audiences and produce various types of video content related to their chosen niche.
- Industry Expert Influencers
4. Nano influencers
Nano influencers are the newest type of influencer: local influencers who market to their fans. They have small followings that vary from 1000 to less than 10k on social media, but their followers tend to be loyal and highly engaged.
Nano influencers leverage their small but connected audience to advertise various products and generate more sales for brands. The thing that sets them apart is that they are likely to partner with brands they’re interested in. This makes it relatively easy for newer brands to partner with these influencers and engage in influencer marketing.
Micro-influencers usually have a high engagement rate and a sizeable audience from 10 to 100K. They are typical users on social media who have become niche experts. They use this authority to promote brands to their followers. Micro-influencers represent one of the largest influencer types.
In general, connecting with micro-influencers is an appropriate choice for both big and small brands as they can produce decent engagement rates (2-3%). They tend to be everyday people rather than inaccessible mega-stars, and the content they create has value for their fans. All things considered, micro-influencers are a cost-effective strategy for brands looking to enter in to influencer marketing. Learn how to find the best micro influencers.
- Celebrity Influencers
6. Macro influencers
Macro influencers are more popular than micro-influencers and more accessible than mega influencers with around 1 million followers. They have a bigger impact on increasing brand awareness than micro-influencers. There are more macro-influencers than mega-influencers, so it’s easier for brands to find one to work with.
Macro and mega influencers both tend to have a global audience, but macro influencers’ audiences are smaller in numbers. Macro influencers can be social media stars, vloggers, and reality TV stars with significant following. Macro-influencers are fairly expensive, but if you want to raise brand awareness and attract more reach via sponsored posts then they might be the right option for your brand.
7. Mega influencers
Mega influencers include top-ranking influencers such as artists, athletes, musicians, and other high profile celebrities with over millions of followers. The thing that separates them from other types of influencers is that they are already incredibly popular.
As top social media influencers, only particular major brands can approach mega influencers for brand collaboration. These influencers are particular about the brands they work with, and their fee is definitely expensive– around $1 million per post! Although these brand influencers tend to have a low engagement rate, some of them have maintained a high engagement rate. One example is @kyliejenner, who despite having over 100 million followers, usually gets an engagement rate of 3 to 10% on her posts.
To sum up, influencer marketing has become a popular marketing strategy for brands to increase brand awareness, up social media engagement, and lend an authentic voice to their marketing. Brands should be aware of which types of influencers best fit their marketing needs and of course, their budgets.