- 1. What are different types of influencers?
- 2. Overview and development
- 3. Advantages
- 4. Disadvantages
- 5. Relevance
- 6. Tips to connect with influencers
Table of contents
What are different types of influencers?
The most common five influencer types that businesses and marketers should know are Celebrity, Micro Influencer (Niche Influencer), Authority, PR, and Connectors. An influencer can also be labeled as a social media influencer, blogging influencer, or both types as well. It depends on which platform they have influence power on. Some influencers stick to social media whereas others use both social media and blogs.
In general, B2B brands normally use blogging influencers and B2C brands should use social media influencers. Whether or not one chooses to work with a celebrity, micro, authority, PR, or connector depends on brand goals. Many brands find it best to incorporate a variety of influencer types in their campaigns. Celebrity influencers are difficult to connect with. It can take several months to over a year to get a celebrity influencer to work with the brand. One must stay persistent in contacting the celebrity influencer until they're able to get through.
Micro influencers are usually the fastest type to get an agreement with because they aren't bogged down with as many emails as celebrity influencers. They may have smaller audiences, but they tend to have higher engagement rates. Authority influencers are experts who have a lot of authority in their field. They usually host podcasts, speak at events, and author books. PR influencers consist of journalists, editors, and other influential professionals in media. They are most suitable for startups or small and middle businesses to promote their products and services, or to enhance brand awareness and brand loyalty. Connectors are close to other influencers. Their value lies in being able to introduce brands to influencers they may be interested in.
Overview and development
Some of the first influencers on the Internet were bloggers and YouTubers. Some of these individuals reached celebrity status. They were well-known among Internet users and had large followings reaching into the millions. Blogging influencers usually didn't have the type of internet fame that YouTubers did, but they were on the same level within their respective niches. Bloggers can build audiences in the millions too, although it's easier for someone in the entertainment or video game niche to gain a large following.
- Connect with More Influencers: Knowing the different types of influencers helps brands connect with more influencers because they understand how to approach them. They also know what each type of influencer's strength it to fully utilize it in their influencer marketing campaigns.
- Great Reach: Celebrity influencers have great reach, which is good for increasing brand awareness. Many other types of influencers have decent reach too with follower counts in the hundreds of thousands.
- Easier Media Coverage: Brands don't have to wait to land in the media. They can reach out to PR influencers to gain easier media coverage.
- Time-Consuming to Connect with Celebrity Influencers: Celebrity influencers have gatekeepers who check their email to pick out the most relevant and interesting pitches. This makes it take a long time to get through to the influencer. Even when one has finally gotten into contact, fleshing out the campaign can take a while since they have a lot going on.
- The Wrong Approach Won't Work: Brands must understand the type of influencer they're contacting to know what approach to take. For instance, social media influencers usually like being compensated with money for each post. Blogging influencers may be put off by approaching them with an offer of money. A blogging influencer is usually happy with a link back and some other form of compensation. Influencer management agencies and influencer marketing platforms can help brands successfully identify and connect with the perfect-fit influencers.
Marketers and business owners should know about the different types of influencers in order to implement a successful influencer marketing campaign. Their goals and time-frame determine which influencers they need to get on board. For brands open to considering a long-term perspective, they can seek out celebrity influencers. Businesses in need of short-term results should worth with numerous micro influencers. We think it's best to have a marketing strategy that considers both the short-term and long-term.
Tips to connect with influencers
- Use an influencer management agency or influencer marketing platform: One of the most helpful tips for connecting with the right influencers is to use a platform or an agency. Both of them have a deep understanding of how to build and maintain good relationships with relevant influencers.
- Be Prepared and Professional: Aspiring entrepreneurs who don't have websites up yet aren't going to receive responses back from celebrity influencers. A celebrity influencer knows that making the wrong partnership choice can damage their reputation. They are very cautious about working with brands that aren't established. Also, be careful while drafting your influencer proposal. Time has to be spent in ensuring that objectives are clear and that the rewards are understood.
- Help Authority Influencers Increase Authority: The way that brands can reel in authority influencers is to help increase their authority since this is one of the most valuable things to them.
- Focus on Instagram Influencers as a B2C Brand: All B2C brands should include Instagram influencers in their campaign because it's one of the most powerful types of influence marketing right now.