SOCIAL MEDIA INFLUENCERS Part I by Teresa Inge

What is influencing and who are influencers?

Influencing can be applied to any individual who has the ability to influence behavior in their followers through influencer marketing. 

What is influencer marketing?
Influencer marketing is used with influential social media accounts to promote products. Influencers are typically people with a large following and a reputation for expertise on a topic. Marketing is based on the high amount of trust that social influencers have built up with their followers. Their recommendation is social proof of a brand’s validation.   

The First Influencer  

Although the word “influencer” was only added to the English Dictionary in May 2019, the truth is, influencers have always been around. An early example of influencing began in the eighteenth century when a potter by the name of Wedgewood made a tea set for the Queen of England in 1760. Since the monarch were the influencers of their time, Wedgewood’s forward thinking to market the set as Royal-approved afforded it the luxury status the brand still enjoys today.
Wedgewood, Queen’s Ware Romantic England Blue Teapot

Word-of-mouth
We’ve all received word-of-mouth recommendations from family and friends who influence us. Like Uncle Joe’s die-hard Chevy truck. Or mom’s tasty cake recipe passed down from her mom, who got it from her mom.

But word-of-mouth can come at any time. Take the example of a college professor whose squash partner mentioned he had just seen the rom-com The Big Sick and loved it. A few days later, another colleague recommended the same film to the professor. Later, when he met a group of visiting undergraduates who asked for a movie suggestion, he cited The Big Sick, even though he had never seen it. This is a prime example of how word-of-mouth snakes through diverse social networks and influences consumers’ decisions.

Of course, we cannot forget Oprah Winfrey. A book club recommendation from Oprah can turn an unknown author into an overnight bestseller. And speaking of books, Nancy Drew influenced millions of readers to the mystery genre. While Michelle Obama was on her first official trip as First Lady to the U.K. she was photographed in an embellished J. Crew cardigan and mint green J. Crew pencil skirt. The cardigan sold out in mere hours.

Types of influencers: Range and reach      

Partnering with an influencer with millions of followers might sound like a dream come true — but it might not be the best fit for all brands.

Some social media influencers have large, broad audiences spanning several demographics. Others boast smaller but more targeted and engaged communities.

Knowing what each type of influencer can offer in terms of reach, range, cost, and engagement is key to choosing the right one for a brand.

Let’s delve into four types of influencers.  

Mega or celebrity influencers

These influencers have a following of over 1 million and include famous actors, musicians, athletes, and other public figures. Their celebrity status allows them to captivate a diverse audience, making them ideal for large-scale brand awareness campaigns.

Mega influencers give brands high exposure, but partnering with them is expensive. Plus, since their audience is often broad, their engagement rates may not be as high as influencers with smaller, niche followings.

Here are some benefits of working with mega influencers:

• Large enterprise corporations that have the budget and resources
• Brands targeting a broad audience with varying characteristics
• Luxury or high-end brands that want to create a sense of exclusivity

Macro-influencers
With a following from 100,000 to 1 million, macro-influencers are established personalities within their respective niches.

These influencers have earned their reputation through consistent content creation and engagement over time and are leaders in their niche.

Macro-influencers offer a more targeted approach compared to celebrities, as their followers usually share common interests. Collaborating with macro-influencers can provide a substantial reach but can still be costly.

Here are some examples of brands that might work with macro-influencers:

• Startups seeking rapid exposure, growth, and credibility (e.g., Canva)
• Nonprofit organizations looking to raise funds and awareness
• Hotels and airlines targeting a specific but large audience

Micro-influencers
With 10,000 to 100,000 highly engaged followers, micro-influencers are the rising stars of influencer marketing. These influencers typically have a strong presence on specific platforms, like Instagram, YouTube, and TikTok.

Marketers love working with micro-influencers as they captivate a niche, passionate audience with their creative content, relatable recommendations, and genuine interactions.

They’re more affordable than larger influencers. But that doesn't mean they’re ineffective. Studies show micro-influencers have a 60% higher engagement rate than macro-influencers and can drive 20% more conversions for brands.

Nano-influencers
Nano-influencers have fewer than 10,000 followers. But these influencers often have strong connections with their audience, thanks to their personable content and authentic engagement.

While they offer the smallest reach, nano-influencers can be excellent partners for anyone looking to target specific communities and demographics without breaking the bank. It’s no wonder that more brands are partnering with nano influencers in 2023.

Also, since nano-influencers work on a small scale, they can dedicate more time and effort to individual partnerships. This means more tailored content for brands and personal relationships within niche communities.

Here are some examples of brands that might work with nano-influencers.

• Local businesses targeting specific communities, cities, or regions
• Small businesses with limited budgets that want to run cost-effective campaigns

Why use influencer marketing? 
Considering 56% of young Americans have purchased a product after seeing a post from someone they follow, influencer marketing is a powerful marketing tool for brands.

According to Influencer Marketing Hub, the industry reached $16.4 billion in 2022. This figure is expected to grow to $21.1 billion in 2023.

As social media continues to grow, so will influencers. If you think you’ve got what it takes to be an influencer or maybe you want to hire one, check out the links below. And remember, next time you interact with an influencer or scroll through ads in your feed, guess what? You’ve been targeted.  

Stay tuned for Social Media Influencers Part II in my next blog. 

Sproutsocial- Search for Influencers  
Markerly – Calling All Influencers
RiseKarma – Grow Your Social Network