In the ever growing world of social media there are many different types of influencers. Some accounts like to showcase many items and are always promoting new products. You often see posts containing gift guides which link you to new products that are often trendy and being promoted by many other influencers. They could be try on hauls to boutiques or information about just one specific chain store or brand. Influencers often promote products they haven’t tried or used themselves, but they are still considered helpful because they provide information about emerging trends. Creators that tend to fall under this type of influencer do many brand deals at a time and often have a constant flow of content. Another type of influencer we see is more niche accounts which focus solely on one subject of interest. These accounts often have advertisements here or there and usually working with a big name company within their niche market. Someone who does DIY projects may do a partnership or brand deal with a paint company or a power tool company. Often the following of niche influencer accounts are very loyal and trustworthy.
Often, different types of influencers are broken down into different categories based on their number of followers, and for the purposes of this blog, I have broken them into four categories.
- Mega Influencers have more then one million followers
- Macro-Influencers have 500K to one million followers
- Micro-Influencers have 10k to 100k followers
- Nano-Influencers have 1k to 10k followers
Often these are celebrities who have millions of followers and are very visible on social media platforms. If you want to reach a large audience with your brand, then you should work with these influencers. Working with an mega influencer is not a bad idea if you want to have a wide audience view your brand, however, the disadvantage is that they often don’t have a personal relationship with their followers. Additionally, the influencer becomes synonymous with your brand, so every move they make becomes associated with you, which poses a risk when dealing with social media.
The accounts of most of these influencers have been created from nothing and have substantially grown over time, thus providing a large audience while still having personal connections with their followers. It is not uncommon for macro influencers to belong to niche markets and be familiar with how brand deals work as well as how they are implemented. Many macro influencers are already working with an established agency and have support from a management team.
Micro influencers tend to generate higher engagement levels than bigger influencers because they are considered to be more relatable and considered to be more credible due to there following size. Partnerships and brand deals are much more accessible and require less investment then a macro or mega influencer. In addition, it is important to remember that this is usually not the influencers primary occupation, and they may also have other commitments or take on too many brand deals.
People are familiar with these influencers from their local community, those who maintain a perfectly curated Instagram and have a knack for social media. As far as investment costs are concerned, this would be the ideal option for small start up businesses with limited marketing resources or for a start up company with minimal funds for marketing. Remember that this type of influencer usually has little to no experience and may be learning as they go.
There are a few things you need to consider before you work with an influencer, and it is important to do your research and look at past campaigns to ensure they align with your personal brand or company aesthetic. If you are looking for ways to reach influencers either for personal use or for your company, then check out this perfect guide to influencer marketing.
In promoting your personal brand, what kind of influencer do you want to be or would like to work with? Is there an influencer you like to base your social media presence around? What type of influencer
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