Influencer Marketing: Influencer Types and Benefits

By Mike Reiss- Mar 18, 2023 45

Influencer marketing was once something for celebrities only. But, today these actions have become much more personal and closer to the audience.

 

If you are a small business owner, individual entrepreneur, or startup looking for visibility, brand authority, more traffic, or increased conversions, influencer marketing should already be part of your plan. Still unsure about working with influencers? This guide is for you!

 

What is Influencer Marketing?

Influencer marketing is how a brand can promote its products through the approval or recommendation of influential people. Influencers, on the other hand, are individuals who have a dedicated following and are seen as experts in their field. Often, influential marketing targets campaigns for brand awareness, but this can lead to lots of conversions and sales.

 

Influencer marketing started in 2006 but has changed a lot in recent years. When influencers started, they were mostly bloggers who shared their life stories and promoted products used in their daily lives.

 

Of course, influential people are still sharing stories about their lives and promoting the products they use and like. But many now realize that being an influential person is a profession, a way to make a living from a sponsoring brand. When it all started, the money a blogger made through a partnership was already good extra money, but certainly not enough to count as a full-time income.

 

Also, today’s influencers have far more opportunities than early adopters. There are numerous social media platforms to choose from and many types and formats of content that they can create.

 

First, influencer marketing works well because followers have high confidence in influencers. Your recommendations serve as social proof for a brand’s potential customers.

 

In short, it happens when an influential person works with a brand to promote his product. Thus, influencers usually refer to the brand and allow it to improve its recognition. In return, the brand compensates them with cash or other rewards. This is a general definition, but we will explore this topic in more depth throughout the article.

 

What Makes an Influencer?

An influencer is a content creator who forces their followers to make specific purchasing decisions based on their authority and reputation. Because followers think they are credible. So it makes the job of promoting a product or brand easier. Influential people partner with brands to change people’s perceptions about this business.

 

An influencer is someone who has gained an engaged audience by sharing content on social media. This creates a lot of credibility in your niche. The term “influencer” is an easy way to refer to a digital influencer. Followers value your feedback and like to observe your lifestyle. In this way, influencers can inspire or motivate their followers to make purchasing decisions, hence the term influencer marketing.

 

Nano Influencers

Nano influencers are general consumers who post product photos and share reviews of their purchases online. They have about 1,000 followers, but their impact on consumer behavior is quite significant. Because they often have higher engagement rates than mega influencers.

 

By working with nano influencers, brands create more authentic content. This leads to greater brand awareness, higher conversions, and steady business growth. They can run more efficient campaigns that are super-targeted for a small niche or category-specific campaign.

 

Although the number of followers is small, there are some benefits to working with nano-influencers:

 

They have a close relationship with the audience. Because it's easy to keep in touch with a small number of followers and keep in touch with each other. They can respond to most comments and messages, which makes it easier for them to establish a good dialogue with the audience.

With greater credibility, they are considered more like friends than the public.

 

Higher engagement than other types of influencers.

They can be more profitable. Since the engagement rate is higher, it means that the money invested in collaboration with Nano Influencer brings higher ROI. Working with a mega-influencer can be more expensive and less efficient than collaborating with multiple nano-influencers at the same time.

 

If your goal as a brand is to establish a strong digital presence and build better relationships with your audience, work with nano influencers. But, working directly with hundreds of nano-influencers at the same time can be tedious.

 

Micro-Influencers

Micro-influencers have more followers than nano-influencers. Working with micro-influencers can be a great start to your effective marketing strategy. But understanding the influencers based on the number of followers is a narrow view. The essence of the influencer is the closeness of the followers. It's about relationships and shared experiences.

 

Several studies indicate that micro-influencers are the ideal focus for influencer marketing. They usually have much better engagement rates than macro-influencers but have more followers than nano. They haven’t grown to the point where they need help managing their social accounts and can put things on a more personal level.

 

Micro-influencers are more willing and able to answer questions about a particular product. They are usually more empathetic with their audience and understand their pain issues. As such, they can better explain how a product can help solve a problem. They are more likely to be a real advocate of a product or brand than someone promoting it just for the money.

 

In 2022, brands invested 10 times more in micro-influencers than mega influencers, just 3 times more in 2016.

 

Macro Influencers

Macros can be influential athletes or thought leaders. Therefore, brands can expect a higher cost for their actions. While brands have more reach with these types of influencers, they may not get their desired engagement rate. They tend to be professional builders who have made their impact in a particular niche over the years.

 

Generally speaking, involving macro-influencers is relatively expensive, so you have to justify the investment. They have a wide range of applications that are great for product launches.

 

Mega Influencers

Mega influencers have over a million followers and they make huge profits on everything they post. While mega and macro-influencers certainly have a big reach, they don’t always have the biggest impact on brands. Still, mega influencers offer incredible reach.

 

Unfortunately, there is no exact definition for this number. Searching different sources, we can find slight differences in numbers and ratings. But, in general, we can classify influencers into four groups: nano, micro, macro, and mega.

 

What is the Importance of Influencer Marketing?

Influencer marketing is important because it drives people's opinions and decisions. Many brands are able to break down barriers to reach a much larger audience for this exposure. Through influencer marketing, brands are able to initiate and expand conversations about their products and services. Of course, the ultimate benefit of effective marketing is generating more sales. But that's not the only thing he can do for the brand.

 

Like effective marketing, it’s the customers who come to your brand. Because following advice and counsel from influencers, people discover products they don’t know or believe they still fear.

 

Benefits of Influencer Marketing

The top three benefits influencer marketing can bring to your brand:

 

     Increase in Sales

     Social Proof

     Connecting with your Audience

 

Influencer marketing lets you deliver your message to your customers on a platform that they use every day. This is much better than traditional advertising because people who follow influential people are trying to reach the same people. Also, it’s super organic, it doesn’t feel like marketing, which means people will be more accepting.

 

Influential people are able to influence social evidence. Just like you would believe a friend’s opinion. Followers believe the opinions of influential people. It is arguably the strongest form of social proof, and it has been proven to work with virtually any product in any niche.

 

Perhaps surprisingly, influential people can have a lot of social evidence without a large audience. Small influencers, known as micro-influencers and nano-influencers, often have high levels of social evidence, even if they do not have thousands of followers. Simply put, whenever you use influencer marketing, you are gaining social proof for your brand.

 

 

Summery

 

Influencer marketing is an effective way to strengthen your online presence, increase brand awareness and achieve high-quality leads. For best results, combine this channel with others - email marketing, SMS, web push notifications, and chatbots.