Research shows that working with an influencer can increase your brand awareness and thus your profits by more than $5 for every $1 invested into the collaboration, making it a marketing strategy worth considering.
However, it is important to understand the different types of influencers to ensure you choose one that gets your marketing message across to the right crowd to help you meet your goals.
Common Influencer Types
Beauty influencers range from professional makeup artists to ordinary people of various genders who share beauty tips, product reviews, how-to’s, and more, which can easily increase awareness of your beauty brand and your sales.
Fashion influencers cover various fashions, from clothing to jewelry. Thus, they promote a wide range of products. They also work directly with clothing and accessory lines to provide reviews.
Sports and fitness influencers cover everything from CrossFit to weight loss, depending on their niche. They usually exist to inspire motivation in their followers, during which time they may also endorse sports brands, food and drink brands, and more.
Gamers often promote video-game-related products and brands via their platform, where they also provide tips and advice for improving and learning more about gaming. However, their targeted niche also enables them to work with shoes, clothing, beverage and snack companies, and more.
Travel influencers offer tips, tricks, hacks, and reviews on travel-related products, and they may also recommend places to visit and more.
Once you have determined the right influencer by their niche, next look at their number of followers to help give you a general idea of how many people will potentially be exposed to your service or product.
Influencer follower counts fall into the following four main categories:
- Mega Influencers – typically have a broad audience of over 1 million followers, which helps ensure your products are highlighted to a wide range of viewers across different segments. However, this category of influencers is usually heavily populated by the well-known; therefore, you need an ample budget to work with them.
- Macro-Influencers – are those with 100,000 to 1 million followers, which have most likely been nurtured and amassed over time. Think internet-made celebrities like vloggers, bloggers, and podcasters.
Their large number of followers can be used to help increase your brand’s reach and engagement. However, because they have so many followers, it can also affect their engagement rate.
- Micro-Influencers – have between 10,000 to 100,000 followers that are usually drawn due to their area of focus. Their not-too-big following means they are still able to relate to their audience, so they tend to have close relationships and high engagement rates with their audience. Since their audience is more targeted, it also means they are more open to hearing marketed-based communications within the niche.
- Hence, micro-influencers are great for brands looking to generate more focused leads with the help of specialized sponsorships.
- Nano Influencers – have between 1,000 and 10,000 followers, so they typically have a very engaged audience and great engagement rates. Their smaller following also enables them to build very close relationships with their audience. This way, when they support the brands and products they love, their followers respect their feedback and recommendations for what it’s worth.
- Therefore, nano influencers can be used when you need to test a product or service before launching it for greater success. They are also great if you have a smaller marketing budget or as a cost-effective way to use influencer marketing.
Since working with an influencer can be expensive, you can also work with an influencer marketing commission to help create a cost-effective campaign.
So overall, there are many types of influencers you should know about, which can help you find the right one for your niche while also considering their numbers for cost-effective budgeting or if you are a more established brand looking to expand your reach and continue growing.
However, since anyone can be an influencer, it is also important to ensure the one you choose is authentic and really passionate and knowledgeable in what they do before your collaboration for the most effective campaign.