Although there’s an image of the stereotype that pops to mind when you consider influencers, there are actually lots of different kinds out there.
If you’re looking to test the influencer marketing strategy, it is essential to be aware about the various types of social media influencers, to be able to pick the right ones to partner with. So let’s take a look.
Influencers according to network
One of the biggest differences between influencers is the social networks they’re using. In 2021, the majority of influencers will have an account across a range of social media. But, they’ll typically be on one platform that they’re most recognized for.
There are a myriad of social networks available and each one will have its own influencers. However, let’s examine some of the most popular in 2021.
The majority of marketers claim Instagram is the top method for influencer marketing. This is potentially because the platform provides content in visual format that is simple to consume. The network also lets creators create content in a variety of formats like photographs, stories, videos, and reels.
Instagram also provides its influencers with certain options that other networks haven’t yet implemented. Influencers on Instagram can label their content with the words “paid relationship,” which helps content conform to the disclosure requirements of the regulatory authorities. Brands can also create Instagram Shopping and grant their partners permission to tag products directly within their content.
TikTok creators have increased in importance with the impressive growth of the platform’s popularity over the past two years. In addition, the number of TikTok influencers being chosen for campaigns increased by threefold in 2020.
TikTok is among the most effective platforms to connect with Gen Z because a third of users are between 10 and 19. If your target audience is teenagers, TikTok influencers might be the most suitable partners to help you reach them.
Similar to TikTok, Twitch has also increased in popularity in the last few years, which has resulted in an increase in the number of Twitch influencers being picked for advertising campaigns as well. Twitch influencers are mostly in the gaming sector, because that’s the network’s principal interest. But, Twitch also has channels that cover other topics as well such as painting, cooking or even just chatting.
Influencers according to category
The influencer pool includes people from almost every genre of content you can imagine. The most common categories are beauty, fashion and travel, although there’s a myriad of other categories to investigate. Here are some examples of lesser-known categories of influencers.
Influencers from the activist community post content about social issues they feel must be addressed. Within this category, there are a lot of subcategories like anti-racists, environmentalists, trans rights activists, and more.
Social media can be a potent instrument that connects people, and spark discussions. This is exactly what activists are doing. Furthermore, when brands wish to raise awareness about an issue in the social realm or to celebrate the anniversary of a particular event, such as Pride and the like, they can reach out to these influencers to provide authentic content that’s not tone-deaf.
Blair Imani has been a prime example of an influential activist. Blair’s posts educate people on the various issues that concern race as well as gender, religion and identities.
We’ve all heard of beauty influencers, but how about tattoo artist influencers? They’re everywhere. There are a lot of talented tattoo artists who share their work on social media.
Tattoos are an individual subculture So collaboration with these influencers can be ideal for brands that are part of the same culture or are looking to get access to it. Their content is just as visual as that of the more famous beauty influencers, too.
Handball isn’t the most well-known game, but it does have an avid audience through social networks. On Instagram for example it has an average engagement rate of 5%, making it the category with the fifth highest average engagement on the platform.
If you’re a sports-related brand you might want to consider using handball influencers instead of the obvious basketball or football players? There might be an audience out there that you hadn’t considered who are just waiting to learn about your products.
Influencers according to followers count
Another method to separate influencers is to count their followers. The number of followers that an influencer has directly affects the price they’ll offer you. Let’s look at the various levels of influencers available.
Nano influencers typically have 1-5K followers. They’re only beginning their journey in influencer marketing and are therefore relatively affordable choices. They’ll typically be willing to collaborate in exchange for free goods. Furthermore, they have extremely active followers and have a few fake followers, making them a cost-effective and effective option for marketing campaigns.
They have between 5 and 50K followers, and have the perfect balance between follower counts and engagement rate, since their engagement rates remain very high. Their followers consider them to be experts in their particular fields. At the lower end of this spectrum you may be able to close deals for only free products; however, at the upper end of the spectrum, expect micro influencers to ask for small amounts of money.
The range in which influencers are able to reach 50-100K followers is also where they begin to become professional. Medium influencers might quit their jobs and begin influencing full-time. They may also engage managers to assist them to manage their regular collaborations with companies. From here on out, you should expect to pay fees for every collaboration.
Macro influencers are extremely popular. They have between 100K and 1M followers. But, this comes with a decline in average engagement rates. They are also costlier than lesser-level counterparts. Before you prioritize reach over engagement rate, think carefully about what your campaign goal is.
Mega influencers are celebrities with more than 1 million followers. They have the highest number of followers however their engagement rates are often very low. This is due in part to the loss of their authenticity. They seem to lead lavish, perfect lives and their content can be edited heavily. This, along with the constant brand collaborations, make them appear less authentic.
A KOL, also known as a key opinion leader, isn’t strictly an influencer. They have the same function, however, there’s a major distinction: the influence of KOLs isn’t restricted to social media. Additionally, they’ll usually possess professional credentials or have experience to prove their reputation in their given field.
Working with KOLs can be expensive. However, it may not be solely because of the fees they charge. Consider Oprah for instance. She would often mention an item, then give it away to all present in her studio audience. This is a great way to build the brand, but all those free products also add up.
If you’re interested in working with influencers on marketing campaigns it is important to know the various categories that exist. This will help you choose the best ones that fit your brand, audience and budget.