The Types of Influencers On The Web

The internet has become an essential part of our everyday lives, not only for the purpose of accessing information, entertainment and knowledge, but also for social networking, marketing, and for gaining the power that comes with being in the know. As the technological advances continue to progress and make our lives easier, the power of being an influencer for a business, product or cause has also grown tremendously.

Today, influencers come in all shapes and sizes; from key opinion leaders, micro-influencers, brand ambassadors, and more. From burgeoning bloggers to established celebrities, there are many influencers to keep track of, and each of them has their own distinctive advantages and style of promotion. By understanding the different types of influencers available on the web and how they might best serve your business needs, you can create a truly impactful marketing strategy.

What is an Influencer?  

An influencer is a person who has the power to influence the opinions and behaviors of other people. Influencers are positioned as a “go-to” source of information and guidance on topics of interest, to be influential withinspecified audiences. Although influencers with the highest authority, followers, and reach will be always top-of-mind, today’s marketing landscape is full of smaller influencers, with niche-specific authority, who can be just as effective in leveraging their influence, without the overwhelming task of managing millions of followers.

Types of Influencers On The Web  

  1. Key Opinion Leaders (KOLs)

Rather than being fueled by only numbers, a key opinion leader strives to remain relevant within the specific industry, by constantly staying on top of trends. They develop authentic relationships, regardless of the size of their following, and most brands will prefer a KOL over a more commonly known influencer who may have a large following but is not knowledgeable within the field of the brand.

KOLs are the expert in their respective field, who need to be consistently reliable, and influential in promoting a product or service. They are an invaluable asset for companies who need reviews, consumer insights and valuable advice.

  1. Celebrity Influencers

It’s no surprise that celebrities have a large following. From actors, to singers and models, many use their platforms to spread the word about certain products and services. This form of promotion is attractive for businesses as it has an instant reach to many followers.

However, it is important to note that it is not a guarantee that these celebrities are familiar with the product they are promoting. As they are often seen as an aspirational figure, many people of their audience may be drawn to the product purely because they identify with the celebrity.

  1. Content Creators

Content Creators, also known as Bloggers, YouTubers, or Vloggers, are influencers who focus on creating content that promotes a product. Whether it’s in the form of a review, tutorial, or demonstration, content creators have valuable authority on many products and services and are a great resource for brands to gain visibility.

  1. Micro-Influencers

Micro-Influencers may have between 10,000-50,000 followers and tend to be the most effective in influencing targeted demographics. They are knowledgeable and have a passionate, engaged following.

An advantage of working with Micro-Influencers is the authenticity of the message and the price point for pay pigments. In addition, the chances of influencers’ followers detecting a sponsored post is very low.

  1. Social Media Influencers

Social media influencers are individuals who populate their personal accounts with posts, photos, opinions and reviews that foster relationships with brands and their followers alike. Social media influencers generally have wide followings on platforms such as Instagram, Twitter, Snapchat, and TikTok.

Unlike other types of influencers, social media influencers are more likely to sometimes be associated with a particular style of product, a particular lifestyle, or may even be considered to be trendsetters. Because of their wide reach and influence, they are a valuable asset to many brands, specifically companies targeting a younger demographic.

  1. Niche Influencers

Niche influencers, also known as “Industry Influencers” typically have a smaller but highly engaged following, compared to celebrity and social media influencers. Companies might enlist niche influencers when they need feedback from their target market on a specific product or when they want to reach an untapped audience with an original story.

How To Find The Right Influencer For Your Brand  

Finding the right influencer for your brand can be a long and tedious process, but it’s worth it in the end. Consider the following steps:

  1. Define Your Aims

Before you begin your search for the perfect influencer, define your goals. Consider the influencer’s target audience, because it’s important to choose an influencer that already has an existing following that shares the same interests and values as your brand.

  1. Research

Use the internet as your tool and look around for influencers that fit within your particular niche and target audience. Consider the influencers on the most popular social media platforms, namely, Instagram, YouTube, and TikTok.

  1. Check the Engagement Rates

Chances are if an influencer has a large number of followers, the amount of engagement may not always be high. However, if the influencer has a smaller following, but posts content that is liked and commented regularly, then this influencer might prove to be a reliable collaborator.

  1. Invite Proposals

Once you have narrowed down the pool of prospective influencers, invite them to send in proposals on how they would like to help promote your brand. Evaluate these proposals on the amount of work, creativity, and budget requirements. Reach out with your chosen influencer, to ensure you get the best results for your campaign and brand.

In the current technological landscape, influencers have become a powerful tool for marketers to tap into, and successfully reach their target markets. By understanding the different types of influencers available, you can effectively find the right influencer and work together in developing a solid marketing strategy. With the right match, your brand gains recognition, and the results of a successful influencer campaign can be game-changing.

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