Different Types of Influencers
Influencers are categorized by typology and primarily by the size of their communities. The size of the influencer community is still relevant to brands. Gradually the engagement rate also becomes a key element in marketing influence. For an agency or media outlet, engagement can sometimes be more representative than a large community. That’s how you measure the influence in some people.
It’s all about purpose, since some companies can just try to build their own community by bringing in influencers. Loyalty is an axis that makes a difference for many brands. B2B companies are also getting involved and are ready to collaborate with B2B influencers who are becoming more numerous on the web.
Within influence marketing, stars are the first influential people on the Internet. However to appeal it requires a big budget for brands. Celebrities from the world of film, music, sports and business all have a major role to play in business.
Mass influencing millions of people when launching a product, for example, will be far more beneficial through a famous influencer. Brands play a lot on this lever and explode their sales via their e-commerce websites.
So celebrities are the influencers with the biggest communities.
Macro-influencers are the biggest influencers outside of stars. They have communities of tens of thousands of fans to millions of fans. Their main advantage, of course, is the size of their community, but also the great diversity of these influencers.
They are found in all areas and are identified by the majority of influential marketing agencies. There is however a strong pressure and a huge stress to maintain its status. Among macro-influencers there is a huge fake influence, due to a juicy business where there are many people who live from their passion.
This has led many publishers to work on tools to detect these false influencers. One of the best known being hype-auditor. However this tool as the detection of false-influencers in the broad sense is often questioned. A well-worked brand-influencer relationship should not give way to a fake-influence.
A definite advantage for micro-influencers is the commitment they generate. The rapprochement with their community is more engaging than among macro-influencers in particular.
They often have better engagement rates even if they always stay behind the quantity that prevails among the major brands. However, we must rely on them more and more, to obtain interesting feedbacks and succeed in detaching the products of the influencer who ensures the promotion.
The nano-influencers certainly have small communities but a strong commitment! Their often specific fields do not generate millions of enthusiasts. They work on niches or are more animated by a deep passion without seeking quantity at the expense of quality. A category that companies will have to deal with in the coming years.
The Different Levers of Marketing Influence
Here are some levers used in influence marketing that can be managed by influence marketing agencies.
The company promotes its new product by sending it to an influencer, who will then test it to share their opinion with their community. We can also attach this principle to unboxing if the influencer makes live the experience since the unpacking of the product.
Sponsorship of content
This technique consists of sponsoring a blog article or posting on social networks, in order to reach as many people as possible to gain visibility. It is an action that makes it possible to gain in visibility, but which can also become a lasting action for the brand, if the article is SEO optimized.
So sponsored articles are the best levers for brands, when they want to gain visibility.