We see a lot of promotional videos for products and services on social media these days. These mostly come in collaboration with certain brands or mostly by people who are not even related to the brand. These people are known as Influencers and are a huge part of social media marketing these days. An Influencer is a person who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience.
They usually have a dedicated social media following and are considered experts or trendsetters in a particular niche or industry, such as fashion, beauty, fitness, technology, or gaming. They usually collaborate with companies, leveraging their credibility and reach to influence their followers’ opinions and behaviours.
Types of Influencers –
1. Mega Influencers –
A mega influencer is a person who has a large number of followers on a social media platform usually exceeding a million followers. They are often celebrities, well-known public figures, or prominent internet personalities who have garnered widespread recognition and influence. Mega influencers have the power to reach a broad and diverse audience, making them attractive to brands and marketers for promotional campaigns.
- They can engage a huge number of followers with varying demographics and behaviours.
- They have the power to significantly impact the followers and promote a product or service.
- Frequently, they collaborate with brands to endorse their products and services.
- They are known to work with professional teams to create highly engaging content that is good in quality.
2. Macro Influencers –
Macro influencers have a following ranging from 100,000 to about a million followers on social media platforms. Compared to mega influencers who have a substantially high following, they have a little lesser following range. Typically, they work with recognized niches or industries and have a strong influence over their followers just like mega influencers.
- They connect to a large audience but through a focused niche compared to mega influencers.
- They are often seen as experts or thought leaders in their specific areas of interest, such as fitness, fashion, beauty, travel, or technology.
- Followers often value the influencer’s opinions and recommendations.
- Frequently, they work with brand partnerships, sponsored content, and product promotions, offering a good balance of reach and engagement.
3. Micro-Influencers –
Another set of category that influences the social media following is the micro-influencers. Typically, they have a following range between 10,000 to 100,000 followers who are highly engaged with their content. They are known for their authenticity and close connection with their audience, which often leads to higher engagement rates compared to influencers with larger followings.
- A higher level of trust and interaction is seen between them and their followers because they have a more personal relationship with them.
- They usually specialize in a specific niche or industry, such as beauty, fitness, tech, or lifestyle, making them experts in their fields.
- Their content is seen as more genuine and relatable, which can make their endorsement more effective.
- Collaborating with micro-influencers can be more affordable for brands, offering a higher return on investment due to their engaged audience.
4. Nano Influencers –
Compared to all the other types of influencers, Nano influencers have the least number of followers. They have less than 10,000 followers but the existing followers are highly engaging. Despite the low following range, they have a tight grasp over certain communities due to their authenticity and close-knit relationships with their followers.
- Followers tend to trust their judgement and opinion more than other influencers.
- Their content is often seen as more genuine and relatable, as they are perceived as “everyday” people rather than celebrities or large-scale influencers.
- Fostering a sense of community and trust with the followers makes them more reliable.
- Working with nano influencers is generally more affordable for brands, making them an attractive option for smaller businesses or those targeting very specific demographics.
Summary –
Social media marketing is at its peak in today’s community. This has created a broad pathway for Influencer marketing. People trust word-of-mouth more than general advertisements and campaigns. To be precise, An influencer has the power over the purchase decisions of the audience who view their content. In the upcoming time, influencer verdicts will indicate more power on sales and marketing for businesses online. This is why partnering with various influencer types is necessary to create a better marketing strategy.
