Define Influencer: A person who can persuade a vast amount of people, such as their social media followers, to do, buy, or use similar things. They’re frequently compensated with goods or given for free in return for doing so.
They may be individuals, businesses, or brands. Influencers are often influential in specific areas, such as on social media platforms like Instagram and Twitter.
So how to Define Influencer? Influencers consistently use their influence to promote what they think is best for their audience. It’s also important to note that an influencer isn’t always a well-known person with a massive following—they might have a knack for garnering attention from people who will listen to them.
Influencer advertising has snowballed in recent years, with companies spending more than $570 million in 2016 on sponsored content alone. This infographic breaks down how much an influencer charges based on the number of followers they have:
Who Is The Typical Audience For An Influencer?
An advertiser will work with an influencer to promote their product or service, and this campaign will reach the influencer’s audience. Influencers typically have one of two types of audiences:
A more general, wide-ranging audience that follows them for many reasons and includes people from different demographics and age groups;
Or a specific subset of people is more likely to be targeted consumers for a particular brand or product.
What Are The Different Types Of Influencers?
When it comes to culture specifically, most fall into three distinct categories: tastemakers, curators, and critics. Tastemakers and curators both focus on producing and sharing content that their audiences like. Still, the difference is that tastemakers create and share content themselves, while curators find and share other creators’ works. Critics, meanwhile, critique all kinds of culture they’re familiar with —be it movies, music, art, literature…or even food! You can find influencers in almost any category—there are artists, athletes, models, comedians, politicians, journalists…even mukbang stars!
The term “mega influencer” is used to describe people with many followers on their social media profiles. There’s no consistent definition for “mega influencers,” although most people assume they have millions of followers on at least one social networking site. Although there are no strict rules regarding the boundaries between various types of followers, it is generally accepted that mega-influencers have more than 1 million followers on at least one social network.
Many mega-influencers are well-known people who have earned their fame outside of the internet, such as movie actors, sportspeople, musicians, and even reality television stars. Some mega-influencers built their large followings via their internet and social media presence.
However, only significant companies should approach mega influencers for influencer marketing. Their services will be pricey and selective, with costs up to $1 million per post. They’ll almost certainly be picky about who they work with. Mega-influencers will generally have agents working on their behalf to negotiate any marketing agreements.
Define Influencer: Macro
Macro-influencers are one step beneath mega-influencers, and they may be more reachable as influencer marketers. You would regard individuals with followers ranging from 40,000 to 100,000 on social media platforms like Instagram to be macro-influencers.
B-grade celebrities, who have not yet made it to the top, are this group’s leading members. Alternatively, they may be successful internet experts who have more significant followings than typical micro-influencers. The latter type of macro-influencer is more likely to be helpful for businesses engaged in influencer marketing.
Macro-influencers may be powerful motivators since they have a large platform and can help raise awareness. Macro-influencers outnumber megastars, so it should be easier for a business to locate one that will work with them. They are also more likely to engage with companies than micro-influencers, making communication less complicated.
However, you must exercise caution with this type of influencer. This is the most likely sector to engage in influencer fraud – some have only reached their position after obtaining followers.
Micro-influencers are individuals who have risen to prominence in their field due to their expertise. As a result, they usually have a large social media following among fans of the niche. Although this varies from person to person, micro-influencers are thought to have between 1,000 and 40,000 followers on a single social media platform. Of course, the number of followers isn’t the only indicator of influence; it’s also essential to consider a micro-influencer’s connection and interaction with their followers.
A micro-influencer may not be aware of the existence of a firm before that firm attempts to interact with them. If this is the case, the business will have to persuade the influencer of its value.
Define Influencer: Nano
The nano-influencer, the newest influencer type to get acclaim, has emerged. These folks have a small following but are typically authorities in an obscure or highly specialized area. Nano-influencers are the big fish in a bit of a pond. In many situations, they have fewer than 1,000 followers, but they will be interested and engaged followers who want to engage with the nano-influencer and hear what they have to say.
On the other hand, Nano-influencers may be pretty essential to businesses that produce highly specialized and niche items.
Nano-influencers, on the other hand, have been proven to be ineffective for most businesses. They may be inexpensive and have a large amount of clout with a small number of people, but you’d need to deal with hundreds of nano-influencers to reach a large audience in most sectors.
How To Get Influencers’ Attention
The best way for marketers to get influencers’ attention is by reaching out to them through a direct message or email. They often have assistants who manage this type of communication on their behalf, so brands can also try contacting those gatekeepers if they don’t hear back from the influencer directly. Social media engagement is another option: influencers will frequently promote posts that mention or tag them. They may also be willing to work with brands for free if they include a product that the influencer genuinely enjoys and wants to promote.
What Are The Potential Drawbacks Of Working With Influencers?
With so many people vying for attention on social media, it can be challenging to stand out from the noise and get an influencer’s attention, primarily if they only work with businesses or people they already know. Many marketers believe that influencers lack transparency about their promotions because they aren’t required by law to disclose endorsements as part of FTC regulations. Some critics have also argued that there is little difference between sponsored articles and paid advertisements because both types of content are intended to influence readers into taking action—reading more articles or purchasing a product.
What Are The Benefits Of Working With Influencers?
Influencer marketing has several positive effects for both brands and influencers themselves. First, it’s cheap: instead of paying to advertise through mass media like television or print publications, marketers can pay individual bloggers or social media personalities to spread the word about their business. Second, it is incredibly customizable—influencers can create original content featuring a company’s products in any form they choose, allowing them to present information in whatever way best fits their existing content platform and audience. Third, influencer marketing reaches niche audiences difficult for businesses to otherwise get—for example, people who follow beauty bloggers on Instagram tend to buy these products frequently. Finally, advertising with influencers gives companies a personal connection with consumers, which allows them to develop a long-term relationship that will hopefully translate into stronger brand loyalty and more sales.
Influencer marketing is still in its early days. Still, it’s increasing, particularly among young people who are constantly glued to their social media feeds and trust the recommendations of people they admire. As both influencers and brands continue gaining notoriety and refining this new way of advertising, we can expect the benefits and potential drawbacks of influencer marketing to become more apparent over time.