Why do certain influencers boast millions of followers, while others opt for smaller and more engaged numbers? The answer lies within the different categories of social media influencers; each type interacts with people differently. While some endorse big brands, there are others who focus on niche topics or local communities. Identifying which categories of social media influencers correspond to your brand will assist you in making informed marketing decisions.
This article touches on the different types of social media influencers and how they can benefit your business.
What Are Social Media Influencers and Why Are They Important?
What Are Social Media Influencers?
Social media influencers are individuals with significant followings on platforms who are capable of impacting the attitudes, decisions, and purchasing behaviours of their audiences.
They post content on Instagram, YouTube, TikTok, and Twitter and engage with their audiences through posts and stories.
Some influencers specialise in beauty, fitness, or fashion; they share information about gaming or business. The main thing that makes them influencers is that their followers trust them and value their opinions.
Why Are Social Media Influencers Important?
Influencers facilitate marketing because they directly link companies to their target audience. Influencers incorporate marketing in the content they create, making advertising less monotonous than traditional ones.
For instance, when an influencer discusses a certain product, their followers appreciate the advice and are more likely to buy it.
Influencers are used by brands and companies from various industries to promote their products, which is one of the main reasons they partner with influencers.
Examples include beauty, fitness, fashion influencers, or gaming, travel, and business influencers. The important thing is, that social media influencers have followers who trust and appreciate their judgment
How Do Influencers Help Brands?
- They create a customer base for the products.
- They enhance the persona of the brand.
- They provide quality content for the brand.
- They create a buzz around the product.
Different brands have different types of social media influencers depending on the brand’s needs and target. Some brands work with macro influencers, who have large followings, while others work with micro-influencers, who have fewer followers but are more engaged with the audience. The following section will discuss the different types of influencers and how they can benefit your brand.
Types of Social Media Influencers
There are different types of social media influencers for different audiences. While some influencers have millions of followers, some boast smaller audiences that are very loyal, and every influencer serves their purpose when it comes to marketing. Here are the main types of social media influencers and what makes them unique.
1. Mega Influencers (Celebrities and Public Figures)
A mega influencer is a person who is already renowned for something. It could be actors, or singers, or athletes, or even internet characters. Any person with over a million followers is considered a mega influencer, and their posts are seen by an array of people. Brands highly value these influencers for their instant scoping when collaborating on promotions. However, costs would be exorbitantly high, and the personal touch would be missing from such promotions due to their massive audience reach.
Example: A Hollywood actor promoting a luxury fashion brand on Instagram.
2. Macro Influencers (Big Social Media Stars)
Macro influencers are high-reach social media creators with between 100K and 1M followers. They’re probably not as popular as celebrities, but they have created a loyal online following. These personalities typically focus on specific subjects, such as fitness, fashion, or gaming. Their popularity gives them a lot of reach and a lot of control over their audience, which is precisely why brands like to work with them.
Example: A well-known beauty YouTuber reviewing skincare products.
3. Micro Influencers (Everyday Experts)
Micro influencers have 10,000 to 100,000 followers and are usually experts in a particular area. Their followers trust their opinions because they create honest and personal content. They have higher engagement rates compared to mega influencers, meaning more people interact with their posts. Brands prefer micro-influencers when they want more authentic and targeted promotions.
Example: A fitness trainer on Instagram recommends protein supplements.
4. Nano Influencers (Small but Powerful Voices)
Nano influencers have 1,000 to 10,000 followers, but their followers are usually very engaged. These influencers often focus on their local community or a very specific niche. Brands that want to connect with a smaller but highly loyal audience work with nano influencers. They are also more affordable compared to bigger influencers.
Example: A local food blogger reviewing restaurants in their city.
5. Industry Experts and Thought Leaders
These influencers are professionals who possess significant power because they possess valuable knowledge of their industry. It could be a doctor, a business executive, or a financial advisor. They give opinions or share research to develop a follower base. Consumers trust them because of their expertise, which is why they are ideal for brands that deal with specialised products and services.
Example: A doctor sharing advice about skincare ingredients.
6. Content Creators (YouTubers, Bloggers, and Podcasters)
Content producers create vlogs, blogs, and podcasts that appeal to viewers. Their primary focus is on storytelling and sharing insightful details about the topics that interest them the most. Brands prefer collaborating with them because their content is more expansive and complex, which allows for more extensive brand engagement.
Example: A travel vlogger making a video about the best places to visit in 2024.
7. Social Media Trendsetters (Viral Influencers)
Viral marketers are influencers who become popular by going viral. They can make a set of amusing videos, engage in dance crazes, and do anything else that can easily get attention. While their ability to draw attention to a product or service may not be as long-lasting, their impact tends to be more immediate than other types of influencers.
Example: A TikTok user making a viral dance challenge for a new song.
Final Thoughts
Each type of influencer has a different way of connecting with people. Whether a brand wants a big audience, expert advice, or personal engagement, choosing the right types of social media influencers can make a big difference.