What is an Influencer?

An influencer is an individual who has sway over your target audience and can impact their buying choices because of their authority, knowledge, credibility, or relationship with their audience. They usually specialize in a specific niche and have cultivated a following that looks up to them for guidance, insights, or recommendations, making them pivotal in shaping trends and consumer behavior.

Types of influencers by level of influence

Sometimes when you're setting up an influencer marketing campaign you're not looking for a specific amount of followers but for a level of influence.

Celebrities

Celebrity influencers are famous personalities who have gained public attention through various forms of media and leverage their widespread recognition to influence on a large scale. Their endorsements are capable of reaching millions, making them powerful allies for broad-based marketing campaigns.



You can't easily reach them using traditional methods, you usually have to go through their agent or an agency that represents them. Be aware that most traditional celebrities have a large percentage of fake followers, so engagement might be lower than expected.

Pro tip: Want to set up successful influencer marketing campaigns? Talk to one of our vetted influencer marketing experts.

Industry experts

Acknowledged for their deep understanding and authority within a particular sector, industry experts command respect and influence through their informed opinions and analyses.

These professionals are often sought after for their insights into industry trends, future directions, and in-depth knowledge on specific subjects. They may not have millions of followers but their audience is composed of real people who are genuinely interested in what they have to say.

Content creators

Individuals dedicated to producing and sharing original content across different platforms, content creators engage their audience with creativity and authenticity.

They have a unique ability to create a loyal community around their content, whether it's through blog posts, videos, or social media posts, driving engagement and influence through direct interaction.

Types of influencers by follow numbers

There are several types of influencers you can work with, from the smallest nano influencers with under 1,000 followers all the way to celebrities with hundreds of thousands of followers.

Let's break down each type.

Mega-influencers

Celebrities and highly recognizable figures with a following of over 1 million people, mega-influencers have the widest reach but may not offer the most personal engagement. They are best suited for campaigns aiming for maximum exposure across a diverse audience.



Macro-influencers

With followers numbering between 100,000 and 1 million, macro-influencers strike a balance between significant reach and meaningful engagement. They are often well-regarded within specific communities or niches, making them ideal for targeted marketing strategies.

Micro-influencers

Possessing between 10,000 and 100,000 followers, micro-influencers are celebrated for their high engagement rates and specialized audience focus. They excel in creating a close-knit community atmosphere, fostering trust and direct interaction with their followers.



Nano-influencers

Individuals with fewer than 10,000 followers, nano-influencers are seen as authentic voices within highly specific niches. They maintain exceptionally high engagement levels and are often perceived as trusted peers by their followers, making their recommendations highly persuasive.

Types of influencers by channel

Here's a breakdown of influencers by the specific marketing channel that they use.

Bloggers

Creators who primarily communicate with their audience through written content on blogs, bloggers can influence through detailed articles, guides, and reviews. They combine personal storytelling with expert insights, often building a dedicated following that values their in-depth analysis and perspective.

YouTubers

Content creators who use the YouTube platform to publish videos, YouTubers reach their audience through visual and auditory content, ranging from educational videos to entertainment. Their ability to engage through a combination of visuals, storytelling, and personal connection makes them highly influential.

Podcasters

Individuals hosting podcasts, these influencers engage their audience through audio content, offering discussions, interviews, and commentary on a wide range of topics. Podcasters can create a strong sense of community and intimacy, as they become a recurring presence in their listeners' lives.

A great way to reach podcasters is through podcast advertising platforms like Acast or Spotify Ads.

Social media influencers

Influencers who primarily operate on social media platforms like Instagram, Twitter, TikTok, and Facebook. These individuals have mastered the art of engaging their audience through social posts, stories, and live interactions. They are adept at using the unique features of each platform to connect with followers, making them versatile and impactful.

Amazon influencers

The world's largest eCommerce platform has its own influencers that create content around consumer products. Ecommerce businesses use them to help promote their products through posts, live streams and product reviews.



Learn more by reading our guide on influencer marketing for eCommerce.

How to find an influencer

Influencer marketing is a super effective form of marketing, but the trick is really to find the best influencers to work with. Identifying the right influencer requires an understanding of your brand’s audience, values, and marketing objectives, followed by research to find individuals whose influence aligns with your target market.

Utilizing specialized tools and influencer marketing platforms can streamline the search, enabling brands to connect with influencers based on specific criteria such as niche, engagement rate, and audience demographics.

Things to look for when picking influencers:

• Average engagement rate
• Size of following
• The right target audience
• The right aesthetic on posts

How to work with an influencer

Influencer marketing involves a series of strategic steps, starting with clear communication of campaign goals and expectations, followed by the selection of influencers who embody your brand's ethos.

Negotiating a mutually beneficial agreement, co-creating content, and measuring campaign impact are key components of a successful partnership.

Advantages of working with influencers

Partnering with influencers offers numerous benefits, including:

• Access to a target audience that's already engaged
• Authentic and creative content creation
• And the ability to build trust and credibility with potential customers

Influencer marketing can be a cost-effective way to enhance brand visibility, drive engagement, and achieve marketing objectives through a human-centric approach.