An influencer is someone who has a strong relationship with his or her audience, affect their purchase decisions because of the knowledge and authority they have over them.
These influencers mostly dominate through social media due to its drastic boost in recent years. Over 3 billion people use the social media which 40% of the total population. Due to social media’s user friendliness and convenience, most people look up to influencers on social medias.
Social media or not, all influencers are largely categorized in four types
- Industry experts and thought leaders
- Bloggers and content creators
- Micro influencers
For a long time, promoting business using celebrities have shown to bring more positive results even in traditional marketing. This is still true to date. However, there lies a problem of credibility. On one hand, celebrities may truly like a product and their promotion sounds genuine which in result positive affects buying pattern. On the other hand, celebrities will charge higher to promote a product they have no interest in. Lastly, it is hard to say how much influence do the celebrities genuinely have given their followers may range from someone looking for a face cream to users looking to buy a new apartment.
Industry experts and thought leaders
Industry experts include journalists, academics, industry experts, professional advisors. They are respected in the society because of their position, education, qualification, and experience and they are looked up to by a large population of a society. For example, if a business is mentioned by a professional advisor for a solution needed by general people, that will boost the company’s reputation.
Blogger and content creators
Bloggers are highly influential personas on the internet. What makes bloggers different from traditional influencers is their ability to connect to people through their writing in a particular niche like personal development, psychology, finance, health, music etc. Bloggers can successfully participate in guest posts and allow sponsored posts. For a business to get a positive review from a blogger can lead large conversion rates because of the personalized nature of the communication. Same goes for video content creators mostly on YouTube. Most brands sign contracts with popular YouTube vloggers to promote their products.
Micro influencers do not go after the big audience. They have comparatively a small number of followers and the influencers’ agenda is to connect with as many of their followers on a personal level as possible. So when a business chooses a micro influencer, they are knowingly targeting a very special niche and the chances of conversion rates appear to be very high.