Influencers have become a staple in the modern world, with their impact being felt in a variety of industries. From social media celebrities to those with more niche audiences, there is an influencer out there for everyone. Social media has grown exponentially in the last 10 years. Now, 3.4 billion people use social media regularly - that's nearly half of the world’s population! These individuals naturally look to social media influencers for advice when making purchases. But what exactly is an influencer and why are they so important in the world of digital marketing?
What is an influencer?
An influencer is an individual who has the power to impact the purchase decisions of others because of their authority, knowledge, or position. In other words, they have become trusted sources that can sway the thoughts and actions of those around them.
Nowadays, there are all sorts of influencers, from those with huge social media followings to so-called nano-influencers. There is even such a thing as an “invisible” influencer - an individual who doesn’t have a large social media following but still has the power to influence those in their network.
What are the four types of influencers?
As we mentioned, there are all sorts of influencers out there. It is important for brands that work with influencers to understand the different types to choose the right partners. Here are four of the most common types of influencers:
Nano Influencers
Nano influencers are influencers with 1,000 to 5,000 followers. They’re just getting started in the industry and are building a following that is interested in their material. If your product is targeted at a specific audience or if you have a local business, these types of influencers can be effective for your marketing campaign. When a nano influencer’s followers match your target market, they are more likely to see and connect with your brand. These types of influencers don’t tend to share staging or edited content like some other influencers. Instead, their posts come across as more authentic and trustworthy. Finally, nano influencers are often more affordable than other types of influencers. Hence, brands that work with nano-influencers can get more bang for their buck.
Micro-InfluencersThese influencers have anywhere from 5,000 to 50,000 followers. They’re starting to build a solid reputation and are becoming more well-known in their niche. They have a high engagement rate since their follower count is manageable. Micro-influencers are becoming increasingly popular because they’re more accessible and relatable than celebrities. Their smaller follower count also makes them more authentic. Furthermore, because they have fewer followers than top influencers, they can communicate with them and frequently reply to comments on social media. This makes it much simpler for brands that work with micro-influencers to engage these influencers as sponsors. The downside of working with micro-influencers is that they may not have as much sway as bigger names. Brands that work with micro-influencers should know that they might not be able to reach as many people as they’d like.
Mid-Tier Influencers
Mid-tier or macro influencers have anywhere from 50,000 to 500,000 followers. Some of these influencers were micro-influencers who now have a good amount of reach and are generally well-known in their niche. Mid-tier influencers usually have high engagement rates and are considered to be more authentic than top-tier influencers. Because of the immense power of their advertising voices, mid-tier influencers can exponentially grow a brand’s value with hardly any effort. Furthermore, because they are so natural when sharing a message, their followers instill trust in them almost immediately. When budgeting for a collaboration, keep in mind that working with bigger influencers will require more money but could also have a larger impact.
Mega Influencers or Celebrities
These are top social media influencers that have over 500,000 followers. These influencers are generally A-list celebrities or media personalities with a massive reach. While they are very effective in promoting a product or service, they can be quite expensive to work with. These famous influencers have a lot of power and influence. Their words carry a lot of weight, so when they speak, people listen. It’s important to remember that while these kinds of partnerships can have a quick impact on brand and sales, they might be tough to convert into long-term customers because the audiences tend to be quite different.
Different Kinds of Influencers According to Niche
As we know, influencers come in all shapes and sizes. And, their content varies just as such. This categorization into different niches is what truly gives them their power as famous influencers. An influencer is successful when they focus on a lane and market content, including videos and pictures, that will resonate with their existing audience. They have established trust by being genuine and speaking to their consumers in an authentic voice. We will explore a few examples of influencers and the types of content they typically produce based on their niche.
Lifestyle Influencers
A lifestyle influencer is a content creator who exposes multiple aspects of their daily life to followers in an often polished and digested way. They are attempting to make a connection with one specific community above all others, which is why their postings are tailored to appeal more strongly to that particular group than any other topic they may reference. For example, a motherhood influencer would focus on sharing relatable content surrounding the ups and downs of parenthood while also promoting certain products that she loves. Lifestyle influencers have found success by identifying a niche audience and becoming an authoritative voice within that space. By doing so, they can charge brands for sponsored posts that feature the products that their followers are interested in. In many cases, these influencers have also been able to parlay their online success into other opportunities, such as book deals and product lines.
Fitness Influencers
Fitness influencers are content creators who focus on sharing their workout routines, healthy eating habits, and overall fitness journey with their followers. These influencers often have extremely fit bodies and maintain a very active lifestyle. These influencers have become the new rockstars of social media, teaching everyone how they got to where they are. They share their journey with followers who can learn from both success stories as well as errors that were made on the way. Fitness and health influencers focus on a specific element, such as gut health, weight loss, yoga, bodybuilding, or cardio training. They could also concentrate on healthy eating and nutrition.
Fashion Influencers
Fashion influencers are people who have a significant influence over the fashion choices of others. They are often celebrities, style icons, bloggers, or anyone else with a large following and a strong influence over their followers’ fashion choices. Fashion is a widely popular topic that incorporates many subcategories, such as clothing and accessories, shoes and jewelry, eyewear, and luggage. Many influencers who focus their content on fashion will showcase a variety of styles, labels, and price points.
Travel Influencers
Travel influencers are people who inspire us to book our next vacation. With enviable pictures of far-flung locales and an Instagram following to match, they make a living out of showing us what the world has to offer. Strong emphasis is placed on high-quality photography and videography by a travel blogger, as well as content that inspires the viewer to desire a similar experience. The globe’s leading travelers are often referred to as "travel influencers," and they range from outdoor adventurers to five-star luxury resort hoppers.
Beauty Influencers
Beauty influencers are content creators who focus on all things related to beauty, including skincare, hair care, makeup, and fragrance. These influencers often have a large following of people who are interested in learning about new beauty products and trends These influencers can be generalists who cover a wide range of topics related to beauty, or they can specialize in a specific area, such as skincare or hair care. Many of these famous influencers have built successful careers by sharing their knowledge and expertise with their followers. In addition to sponsored posts, many influencers in this niche have also launched their own product lines and books.
Plus Size InfluencersA plus size influencer is somebody who uses their platform to discuss issues surrounding body confidence and inclusivity, as well as fashion and beauty. These influencers often have a large following of people who are interested in learning about new products and trends that are available for plus-size individuals.
Business Influencers
Often referred to as the business and technology niche, this sector of influencers focuses on sharing their business journey with others in an attempt to teach and inspire. Business influencers come in all shapes and sizes, from social media mavens to CEOs. Entrepreneurism, small businesses, cloud computing, and technology are all popular themes in the business and technology category. It can range from tech instructions and product evaluations to DIY entrepreneurial projects and financial expertise.
Amazon Influencers
Amazon influencers are people who use their platform to promote products that are available for purchase on Amazon. These influencers can be social media personalities, bloggers, or even celebrities. When an influencer promotes a product on Amazon, they typically include a link that goes directly to the product listing on the website. If someone clicks on that link and makes a purchase, the influencer will earn a commission on the sale.
Examples of Influencers and Their Niches
Francisco Lachowski
Francisco Lachowski, a famous male model and New York influencer,has amassed over 1.5 million followers on Instagram where he updates his followers about his life! In 2022, he was one of the top New York bloggers and a Brazilian model who had appeared in commercials for a variety of well-known companies, including Dior, Hugo Boss, Armani, Tommy Hilfiger, and others. He is a fashion influencer with a net worth of approximately $10 million and a substantial social media following, making him one of the top style influencers.
Janaina Andrade
Janaina Andrade is an LA influencer and Brazil-born fashion brand ambassador, who is also a pilates Instructor, and fitness and swimming coach. This fashion and lifestyle influencer has over 13k followers on Instagram, and she makes Instagram posts on brands she models for, and of course, her workouts. This social media influencer and beauty blogger has worked with some of the biggest brands in the world such as Alo Yoga, Dior, Koral, Nike Women, and many more. She is one of the top beauty influencers on Instagram and in the beauty industry.
Tyler Oakley
Tyler Oakley is an influential YouTuber, actor, and author who uses his social media platforms to raise awareness about social issues and LGBTQ+ activism. This California influencer has over 7 million followers on his YouTube channel and has used his platform to launch a successful career as an author and actor. As one of the leading YouTube influencers, his vlogs focus on LGBTQ+ themes, celebrity collaborations, interviews, silly competitions, and much more. He has a large following on Instagram, with roughly 5.9 million followers.
Are there any plus-size influencers?
Yes, there are popular influencers in the plus-size niche. One example is Gabi Gregg, who is a fashion blogger, model with over 900k followers on her popular Instagram account, and by far one of the most popular plus size influencers. She is one of the top social media influencers in this niche in Los Angeles. Gregg uses her fashion blog to promote body positivity and inclusivity, as well as fashion and beauty. She often shares new products, trends, and fashion tips that are available for plus-size individuals. Other examples of plus-size Instagram influencers include internet personalities Nicolette Mason, Ashley Graham, and Tess Holliday.
Do travel bloggers get paid?
Many US travel bloggers can make a living through their blogs, although there is no one-size-fits-all answer. Some channels through which travel bloggers on YouTube or Instagram make money include affiliate marketing, selling advertising space, brand sponsorships, and product placements. Some of these US travel bloggers also work as freelance writers or photographers, and some have even remodeled content from their blogs or from their Instagram accounts into feature stories for book deals and television shows. For those who have wondered “How do influencers make money?” This might give you a good idea about how influencers do so.
What is influencer marketing?
People often ask - “What is influencer marketing?” The answer to this is straightforward. Influencer marketing is a form of social media marketing. In place of paid advertising, this method incorporates corporate collaborations and product endorsements. The goal is to work with key opinion leaders (KOLs) – people who have a significant online presence and can influence the purchasing decisions of others. These respected and trusted creators, such as top Instagram influencers, who are thought leaders in their market, often provide creative content for influencer marketing.
How much do influencers make?
One of the most common search queries about influencers is - “How much do influencers make?”However, this can be a difficult question to answer, as influencers can make anywhere from a few hundred dollars to tens of thousands of dollars per post. This depends on their popularity, niche, and engagement rate. In general, micro-influencers tend to charge less than macro-influencers. However, it is important to note that influencer marketing is not only about the number of followers an influencer has. The quality of an influencer’s engagement – the number of likes, comments, and shares they receive on their posts – is also taken into account when calculating how much an influencer can make.
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