If you are connected to the digital world, you might have heard about the term “Influencer.” So, who are influencers actually?
Influencers are individuals in an industry or niche who have the art to sway the audience. They have insight and knowledge about a specific subject. Based on this knowledge, they can change the purchasing intent of others.
An influencer has a good following in a specific niche with which they actively engage people. Influencers are not just efficient marketing tools but assets of social relationships with which brands can collaborate to achieve their marketing objectives. However, what separates an ideal influencer from an average one is their creation of content. Great influencers can provide innovative images, videos, and captions that attract the attention of the audience to the brand.
Types of influencers by the number of followers
Influencer marketing has become immensely successful. When brands start working with the right types of influencers, their businesses start growing. And that’s the first step, choosing the right influencer. There are five influencer tiers based on the number of followers!
Nano influencers have 1k-10k followers on their social media platforms. They have the highest engagement rate of 8.8 %. Content is personalized for the audience and hyper-authentic. These influencers are cost-effective, so brands with limited sources or who want to start a new business can approach them.
They are vocal about their brand and the products they like, so their audience appreciates their commentary and recommendation. Nano Influencers have a close relationship with their audience and take all the time to engage with them to enhance their bonding.
Micro-influencers have followers ranging between 10K-50K. Despite the large following, a micro-influencer is considered pretty relatable to followers and has the tendency to engage their followers. Because of this, brands are easily able to connect on the basis of sponsorship with these influencers. These types of influencers are considered niche-specific.
When you’re on the stage of creating more focused leads, these types of influencers can help you with that. However, their content seems to be less polished but is more authentic than content from mega or macro influencers.
Mid-tier influencers may not be considered celebrity status, yet they hold the position of powerful content creators who have trust built upon them by their followers. With followers between 50K-500K, these influencers offer more engagement than mega or macro-influencers and a wider reach. Content is not out of touch but is polished, lends familiarity, and is authentic.
Rather than proliferating from the bottom to top, these types of influencers are likely to spend years climbing from nano to mid-tier influencers.
Macro-influencers fall in the influencer tier that has followers in the range of 500k to 1 M. These types of influencers consist of celebrities, TV personalities, thought leaders, vloggers, podcasters, and athletes. They have developed their audience over a period of months or some years.
Since macro-influencers can take advantage of their reputation on social media, brands can expect their price to be on the higher side. Brands can get a higher reach with these influencers, but the engagement rate may not be much. This is because of their more significant followers. This type of influencer can be used for spreading awareness about your product, brand, and service.
With more than 1 million followers, mega-influencers are the most highlighted on social media due to their status as a celebrity. They are highly active on social media and generate a lower number of engagements due to the social media algorithms. Since they are basically celebrities, you need to be loaded with money to make them endorse your brand.
If you have a massive budget and plan to work on a brand awareness campaign, then mega-influencers are one of the suitable influencer tiers for you. It’s not hard to find them as they are already well-known celebrities.
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Types of influencers by niche
The industry of influencers is growing at the speed of light. Since we have talked about the types of influencers based on the number of followers, we will now talk about types of influencers based on niche. So what exactly is a niche?
According to the marketing world, Niche means a particular segment of the market for a specialized kind of service or product.
Let’s find out what are the categories of influencers based on a niche!
Health, Sports, and Fitness Influencers
Who wants to be fit and healthy now? The answer is everyone, obviously! Due to this, there will always be demand for health and fitness services, products, content, and tools. Presently everyone is concerned about their mental, physical, emotional, or overall fitness making up a significant portion of that pie.
Fitness influencers comprise several sub-niches such as CrossFit, yoga, running, nutrition, weight lifting, and more. They usually spread awareness about energy drinks, healthy food, sports brands, and other products related to the wellness and health industry.
For instance, Kayla Itsines has been named as the top fitness influencer by Forbes. She started her journey back in 2008 as a personal trainer and has created a series of eBooks called workout and meal-planning app, bikini body guides, and Sweat with Kayla. She frequently endorses Nike, Adidas, Apple, Dyson, and Style Runner brands.
Beauty influencers are the most widely followed influencer types by women. These types of influencers mostly share beauty and makeup tips that help their followers look superb! They also share how-tos, product reviews, tutorials, and more! And they serve as beauty brand advocates.
Additionally, they work on increasing the sale and brand awareness of beauty products. These influencers can be ordinary people of any age or gender who love doing makeup to professional makeup experts.
Let’s take the example of Huda Kattan, who is the top beauty influencer in terms of earnings. She has a staggering following of 48.1 million on her Huda beauty account. Most of her profile is given as a platform to other influencers to show off their makeup skills using her beauty products.
Fashion influencers concentrate on niches such as jewelry, clothing, shoes, accessories, watches, hats, etc. They are some of the most widely acclaimed figures on social media. They provide a wide variety of products to promote themselves across diverse channels.
These types of influencers mainly offer promotion of fashion products, product reviews, post styling tips, or hauling videos for their followers.
Camila Coelho is one of those famous fashion influencers. She is a Brazilian fashion influencer and a designer who is based in LA. Furthermore, she has worked with some of the biggest brands like Tory Burch, Dior, etc.
It is rightly said the gaming market is worth big bucks. Gaming influencers tend to live to stream their gaming skills on online platforms like Youtube and Twitch.
According to statistics, 23% of the 18-34 age group adults follow gaming personalities. Gamers widely use these platforms to improve their gaming skill or learn more about gameplay. This results in an increase in brand awareness.
These influencers focus on promoting game-related products or video games of brands by targeting their niche audience. Brands like clothing, shoes, snacks, vehicles, and beverages are also likely to get marvelous results with a gaming influencer paid or unpaid partnership.
PewDiePie is one of the most well-known gaming mega influencers. He has more than 103 million followers on Youtube. Furthermore, he regularly partners with brands like Saab to endorse them through his Youtube channel.
Everyone likes traveling to any nearby place or a faraway bucket list destination. The travel industry is a massive one! So what do travel influencers do? They review the places they’ve visited and recommend them to their audience.
These influencer types recommend places to eat, products to buy, airlines, and ways to travel to that place and often capture videos and photos for their followers. Nowadays, most people consider Instagram to decide their next vacation spot. They also offer travel tricks, tips, and hacks.
Jack Morris is amongst the top ones in travel influencers. He has around 1 million followers. By visiting places like Hong Kong, Egypt, Dubai, Greece, Switzerland, and many others, he has built a mansion-like home with a swimming pool in Bali.
It is rightly said, food looks more delicious when someone has it. And if someone captures it, it seems more delicious. As the food and beverage industry has significantly benefited from the influencer marketing industry, most of the food-related influencers work remarkably during the festive seasons.
For instance, Ella Woodward launched her blog, Deliciously Ella, in 2012. After that, her platform has grown into three cookbooks, a mobile app, a line of nutritious snacks, and her own deli business. She is followed by more than a million people on Instagram.
Launching a new business can be tough, especially if it’s your first venture. It’s always better to ask if you don’t know. So seeking help from business influencers who post about business strategies online can be of great help in such a situation.
One such influencer is Bashar J Katou, who has nearly 1 million followers on Instagram. He is an entrepreneur, social media influencer, Youtube star, and public speaker. Well known as the seven-figure Amazon FBA seller, he is also the founder of BJK university. He often uploads selling tips, planning, strategies, success stories, and selling tips on his Youtube channel.
The influencer niches have expanded from lifestyle, food, beauty, etc., to animals. Now, pets are not limited to cats and dogs alone. They include hamsters, hedgehogs, horses, etc. Top pet bloggers have sponsorship, engagement rates, and large followings.
JiffPom is a famous pet influencer with a huge following of 9.7 million on Instagram. The brown pomeranian is also the most followed pet influencer on Instagram. He also appeared in one of the song videos of Katy Perry. It has been a smooth sail for him as many brands have collaborated with him since then.
So far, we have talked about the most famous types of influencers, but there are many other types of influencers that may coincide with your brand. They can be like photography, social activists, gadgets, and the list goes on. To attain the best out of your influencer marketing campaign, you need to get in touch with the most appropriate one.
Which types of influencers will be best for your brand?
Finding the correct type of influencer is the biggest challenge that a brand faces. We have discussed various influencer types based on niche and followers. As there are many of them, making a choice becomes tricky.
So here are certain conclusions we have driven from the various categories of influencers.
- If you want to have a larger ad campaign and are ready to invest heavy money, you can go for celebrity influencers. It is the easiest road towards publicity for your brand but an expensive one.
- If you want to generate content that stays active for a long time and wants more traffic to be driven as it grows old, then a blogger is the right kind of influencer for you.
- If you are looking for instant exposure and brand awareness, then social media influencers are the right choice.
What should you consider while choosing an influencer?
Choosing an influencer is a crucial part of the process. There are various aspects to be looked into, but you should consider these 6 factors mainly while choosing one.
Location of the influencer – Your chosen influencer may not make the right impact if they are not of the correct location. For instance, if your product is supposed to be limited to Europe for the time being, an influencer with a fan following from Thailand would not create a successful brand marketing campaign.
Therefore it is recommended to do thorough research about the influencer and the geographical area they influence. Then select them to make efficient use of resources.
Brand-friendly followers – You need to check with what kind of followers the influencer has. Let’s take an example; if you promote a jewelry brand, then a fashion influencer will be of use to you. It doesn’t matter if a travel influencer has 100,000 more followers because it’s of no use to your product. So choose your influencer according to your brand.
Brands targeted keyword – How closely an influencer’s posts match your brand’s target is relevant. The best partnership is when both parties can gain value from it. In the past few years, marketers have shifted their strategy towards nano influencers and micro-influencers as these help brands better engage with a relevant niche audience.
Demographics of the audience – The quickest way to grow your brand can be with the influencer with the highest followers, but now this is not the scenario. If their followers are out of your target demographic, the results won’t be fruitful.
To get the most out of it, start with creating brands’ customer personas – like what location, age groups, and interests make up your biggest customer area? Then search for influencers who have an audience that falls within your range.
Engagement of the influencer – When this is done correctly, social networking motivates two-way communication. A good influencer not only posts about a brand online but also communicates with the audience. Depending on the influencer’s engagement, there are two things drawn from it: the ROI (Return on investment) and an estimate of the brand’s reach.
Here is a rundown of what influencers are, the types of influencers, and various factors to consider while choosing the one for your brand. Each influencer has its own unique quality, and choosing them solely depends on your brand’s requirements. Analyze everything carefully and choose wisely!