What is an influencer?
Influencers are people who have the power to affect the purchasing preferences of others because of their authority, popularity, knowledge, power, or relationship with their audience. These people are not only profitable marketing tools but also social relationship assets with which brands can collaborate and achieve their marketing goals. They have a following in a distinct niche, with whom he/she actively engages.
Social media influencers are people who have created a reputation for their knowledge and expertise on a specific topic. Influencers on social media are mostly content creators who create content on topics trending in that particular period and attract a large audience that is enthusiastic and pays close attention to their videos and posts. Brands love social media influencers as they can create trends and encourage their audience to buy the products that they promote.
In today’s date the influencers can be categorized into 4 groups:
- Celebrities or macro-influencer: – These are artists, athletes, and pop stars that have an audience size of 100,000 and 1M followers. These are the most accessible group of influencers with the biggest audience but are also very costly.
- Industry experts and thought leaders: – They have the biggest audience of more than 1M. These are people who gained fame offline and they are now able to translate that into online earnings.
- Micro-influencers: These are individuals who have an impact on social media. They range from 10,000 followers to 100,000 followers. They are niche experts with a large and engaged audience. They aren’t celebrities, they are normal people who have talent and skills.
- Bloggers and creators: They are very different types of influencers. They travel all over and engage the audience making them feel as if they are a part of them. They have a varied range of followers.
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w can we find influencers.
- You can use various tools like BuzzSumo to find the most-grossing content and the writers that write it.
- You can explore LinkedIn for authority figures with experience in your profession.
- Search them on Twitter using hashtags to find micro-influencers.
- Browse about them on Google to see recent blog posts related to the keywords.
- Look over at the existing social media followers as they have an active following on it.
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The above-mentioned categories were for a simple explanation, now let’s look at the bigger picture:
Influencers are categorized by different methods. The most common methods are follower numbers, types of content, and the level of influence. There are also cases where people group the influencers by the niche in which they operate i.e., the influencers who may appear in a low category by one measure may seem more influential when looked at in another way.
By followers numbers: – mega-influencers, macro-influencers, micro-influencers, and nano-influencers.
By types of content: – Bloggers, YouTubers, Podcasters, and Social posts only.
By level of influence: – celebrities, and key opinion leaders.
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By follower’s numbers:
- Mega-influencers: – They are the people with a wide range number of followers on their social networks. There are not many factors to determine the difference between the number of followers, a common view is that mega-influencers have more than 1 million followers on at least one social platform. Mega-influencers include movie stars, sportspeople, musicians, and reality show stars.
- Macro-influencers: – These are just one step down from mega-influencers, and they are more accessible in the influencers market. They have a range between 40,000 and 1 million followers on the social network to be macro-influencers. Micro-influencers have made specialist followings, and they will not want to destroy their relationship with their followers if they are seen to promote potato.
- Nano-influencers: – These are the newest influencer types who have gained recognition. These people only have a small number of followers, but they tend to be experts in highly specialized fields. In many cases, they have fewer than 1,000 followers.
- Micro-influencer: – They are ordinary everyday people who have become famous and known for their knowledge about a specific topic or field. And they have gained a group audience following them on social media. These influencers have followers between 1,000 and 40,000.
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By types of content:
- Bloggers: – Bloggers and influencers in social media have the most authentic and engaging relationships with their followers. Brands are now recognizing and supporting this.
- YouTubers: – Apart from blogging there are many types of content present on the internet. So, rather than each creator making their website, YouTube offers you a common platform for all creators.
- Podcasts: – Podcasting is a relatively latest form of online content that is growing in popularity. It has made many popular.
- Social media: – All the content creators do not rely solely on their audience; they look up to social media posts for maximum engagement. They promote new posts and videos heavily on social media- which most of these bloggers and content creators do as well.
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By level of influence:
- Celebrities: – These are the original influencers and still play a huge role in influencing people all over although their importance is deteriorating each day. But still, celebrities have many fans and huge social media followings. That is what an influencer do.
- Key opinion leaders: – These include people like journalists, academics, industry experts, and professional advisors. They are the people who have built a huge reputation in an offline setting and there are high chances that they may not have a large social media following.
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This was all that you would have to know about influencers and what all categories are they into. Influencing people has become very convenient and trendy nowadays and creating content has become a very good profession to earn fame. Hence, brands reach out to these people for marketing purposes and to grow their business. Being an influencer comes in with many benefits and demerits, so choose wisely which way you like it.
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