influencer on social media

Types of Social Media Influencers You Need to Know

How to classify influencers and choose the right type for your campaigns

 

influencer on social media

In recent years, Influencer Marketing emerged as a popular topic in marketing discourse, with more teams looking to invest in it.

However, in a rapidly evolving social media landscape, Influencer marketing can be intimidating to approach. From finding the right type of Influencers to measuring Influencer Marketing campaigns, making the most of a channel depends on optimising many aspects of it.

To learn more about Influencer Marketing read our Essential Guide to Influencer Marketing.

 

For teams completely new to Influencer Marketing, it’s important to actually understand the fundamentals of the influencer ecosystem before getting into the nuances of campaign optimisation.

 

There are various ways to define the types of influencers. 

 

Influencer marketing is a versatile medium, and different marketing objectives can be achieved using influencer collaborations. This means there are a multiplicity of parameters based on which it’s possible to categorise influencers. 

 

This could be based on: 

  • The platforms on which they create content
  • The extent of their reach
  • Their content verticals- that is, the topics on which they create content.

 

In this article, we give you a comprehensive overview of the Influencer ecosystem – from various ways to categorise influencers into different ‘types’ and why this categorisation is important; to ways to choose which type of influencer is best for your influencer marketing campaign.

influencers by platform, by size and by content vertical

 

Contents

    • Types of Influencers by Platform

    • Types of Influencer by Size 

    • Types of Influencer by Content Verticals 

    • Why is it important 

    • Frequently Asked Questions (FAQs)

 

 

Types of influencers by Platform – Tiktok, YouTube, Instagram Influencers

In today’s hyper-connected world, there are YouTube Influencers, TikTok Influencers, Twitch Influencers, Instagram Influencers, – even LinkedIn and Snapchat Influencers. Each platform has its own unique influencer ecosystem, and this can make it challenging to navigate.

 

types of influencers

 

There is often a correlation between the audiences and reach of the same influencers across various social media platforms. For instance, big YouTube influencers may have a strong following on Instagram too. But this doesn’t mean their sponsored content has the same impact across channels. 

 

You may also find some platforms like Instagram or TikTok have an abundance of choice when it comes to influencers. This is because the content formats supported by these platforms are easier to produce and distribute. Images and short-form video content require less planning, pre & post production, and are easier to quality control. This means they have a lower barrier to entry for creators. This is why you might find there are more Instagram and TikTok influencers to choose from compared to platforms like YouTube or Twitch.

 

How do you choose which platform is best for your campaign?

 

This is a complex question. It involves careful consideration of your product features, target audience, budget, wider campaign objective and KPIs, amongst other factors.

 

Photo vs Video creators for influencer marketing

 

Instagram posts, in-feed or stories, tend to be more cost effective. This makes them a good option for lower involvement, material products using appeals driven more by aesthetics than functionality. Some examples are jewelry, fashion, art and memorabilia, home decor, etc. 

 

Video-first platforms like TikTok are also trying to grow the image-only content opportunities. But these types of influencer integrations can have limited opportunities, and may not stimulate the level of engagement that a purchase may demand.  

 

micro influencer producing video content

 

Video ads tend to draw higher engagement and better ROI1. This makes them better suited for promoting higher monetary or cognitive involvement products.



Video content also allows deeper storytelling and a more authentic portrayal of the integration of products into their lifestyles. This can significantly impact the effectiveness of an influencer collaboration.

 

From a branding and performance perspective therefore, video integrations may be a better option. But which platform is best for video-based influencer ads? Yet again, this comes down to the above considerations. 

 

Tiktok vs Instagram vs YouTube

 

Shorter form video content like Reels, YouTube shorts and TikTok are typically cheaper, organically discoverable, and get wider reach due to viewers’ scrolling habits. YouTube, meanwhile, may be a more effective platform for higher involvement purchases and community building.

 

What are the benefits of working with TikTok influencers?

 

With more brands picking up short form video advertising3, TikTok is the platform that seems geared for major growth. The entertainment-first content and virality potential offered by this platform makes the content highly digestible for shorter attention spans.

 

This increases the overall time spent on this platform, and makes these types of influencers a great way to reach younger audiences, considering its majority 18-34 aged user base4.

 

influencer on different platforms

 

However, TikTok’s short form video and increasing commercialisation5 does present risks for sponsored segments contributing to the ad fatigue. But the low barrier to entry for creators means there are far more of these types of influencers to choose from, with more options at cost-effective rates. 

 

What are the benefits of working with YouTube influencers?

 

YouTube has less competition from other sponsored segments compared to TikTok because of the longer format and of higher quality production6. This means we consumer fewer YouTube Videos in a single session compared to TikTok.

 

Additionally YouTube viewers may potentially by more loyal as opposed to virality and trend driven popularity of TikTokers.

 

Finally, YouTube offers opportunities for creators to incorporate deeper storytelling into content. This can help cultivate stronger parasocial relationships and improve their influential power and the effectiveness of brand collaborations. 

 

YouTube users also typically tend to be older than TikTok and Instagram users. Majority YouTube users are aged 25-447, making these types of influencers a great medium to reach an older audience. The landscape orientation of YouTube videos can also allow the integration of features like QR codes. This accounts for emerging user habits like simultaneous device usage and increase the convenience of a purchase journey.

 

Types of Influencers by size

 

What are Micro Influencers, Mid-sized Influencers, Macro-influencers, and Mega Influencers?

 

The micro-influencer vs mega-influencer debate is one of the most prominent topics in the Creator Economy discourse today. But before considering this question, is it key for teams to understand who these micro and mega influencers actually are.

 

Nano, micro, mid-sized, macro, and mega influencers are influencers classified by the extent of their reach. This type of influencer classification is important to maintain CPM targets and ensure budgets are appropriately allocated across creators and content verticals.

influencer types by size (mega, macro, mid-sized, micro and nano)

An important consideration when understanding and categorising influencers on this basis, however, is that followers are not equivalent to recent average views. Examining follower counts over recent average views can lead to campaign reach being misrepresented8. This can lead to high CPMs and ultimately, poor ROI. 

 

At Media Bodies, we consider:

    • Micro and Nano Influencers: <250k recent average views

    • Mid-Sized Influencers: 250k-500k recent average views

    • Macro Influencers: 500k-1M recent average views

    • Mega Influencers: >1M recent average views

 

It is important to note however, that the parameters for defining these types of influencers may vary. This is because different teams may have a different benchmark for these categories of nano, micro, mid, and mega-influencers. 

 

Which type of influencer is best – micro or mega influencer?

 

Just like with deciding on the right platform for your campaign, this choice also involves a consideration of various criteria. This includes factors like product features, budget, wider campaign objective and KPIs.

 

A key consideration is that while micro influencers significantly outnumber mid-sized to Mega Influencers; the distribution of views is converse. Mid-sized to mega-influencers represent 63% of views9 making it important to tap into them to reach scalability and profitability.

 

However, whilst some bigger creators’ have more of an aspirational quality, many smaller to mid-sized influencers have a strong influential power due to their relatability10

 

In fact, Micro and mid-sized influencers’ audiences tend to be more engaged and invested11, since their lifestyles are more relatable and attainable. This makes these types of influencers great for driving actual purchases and more performance oriented objectives.

 

Nonetheless, the more aspirational quality of mega-influencers can be great for brand awareness and impression-related objectives. And there are indeed brands which have achieved success with both. 

 

While micro-influencers’ communities are highly engaged, their average viewership is typically too small to generate visible organic uplifts in performance. This makes it difficult to successfully attribute the impact to the influencer marketing campaign unless it’s done at a massive scale. And working at scale with micro influencers is typically extremely time consuming and laborious.

 

Ultimately, best influencer marketing practices involve a healthy mix between these types of influencers. 

influencers together

 

Why a mix of all influencer sizes is best for insights & scalability

 

Producing a visible organic uplift is key for attribution and scalability. This makes mid to mega sized influencers an important part of an influencer marketing strategy. For instance, consider an average conversion rate of 0.7% for a micro creator with 30,000 average views. This is still less than conversions reached with a mid-sized creator with 0.3% conversion rate and 250,000 average views. 

 

That said, micro-influencers can be really valuable for reaching niche and engaged audiences at low CPMs, and improving overall campaign ROI. For instance, a modest budget can only allow you to work with 1-3 mid / mega sized creators. And if they have a 0.3% conversion rate as above, the ultimate campaign ROI would not be encouraging. Neither will you have sufficient data to draw insights about the potential of content verticals to inform your future strategies.

 

Therefore the ideal scenario is to create a mix of various types of influencers based on their reach. This will generate sufficient uplift in organic conversions whilst maintaining a favourable CPM. This also allows working at scale while testing new content verticals to draw insights about more potential areas for scalability. 

 

What are the types of influencers by content vertical?

 

Another key way in which the types of influencers can be classified is by content vertical. This is a more specific consideration which will likely come further down the line once you have established the basics in the influencer selection process. 

 

What are content verticals?

 

Content verticals essentially refer to the main theme or topic around which the influencer’s content primarily revolves. While there are some broad content verticals under which most influencers can be categorised- like Gaming, Lifestyle, Sport & Fitness, True Crime, ASMR, Travel, and so on, these verticals can be further broken down into smaller sub verticals. For instance, gaming can be broken down into Minecraft gamers, Retro gamers, Roblox gamers, Fortnite gamers, and so on. It’s worth noting that there are no standard labels for these types of influencer sub-verticals. Therefore these may differ from one team or even person to the next.

 

nano influencer gaming

 

How to decide which content vertical to target

 

Following the best practices for finding the right influencers can provide a good foundation for establishing broader content verticals. This includes specifying target audience interests, competitors’ activity, and product features.

 

There will always be a fundamental broad content vertical that will be the obvious first target for a brand. For instance, a makeup brand will look to beauty influencers. Similarly, a jewelry brand will first approach fashion influencers, a supplements brand will look at fitness influencers, and so on. 

 

However, there may be some unexpected verticals or sub-verticals you may not immediately think about that might produce great results. For instance, if you’re looking to promote a new saucepan, it is likely you’ll first consider cooking or food influencers. But a competitor analysis might reveal your competitors work frequently with a type of influencer you may not have considered- like Mommy Vloggers. As a result, you may decide you want to test this vertical as well.

 

Why categorising influencers by content vertical is important

 

Either way, categorising and labelling influencers by content vertical and sub-verticals is essential to establishing a reliable, scalable, influencer marketing strategy. Maintaining a consistent labelling across your content verticals and sub-verticals is critical for analysing campaigns. This is so you can identify which type of influencer is actually driving performance for your brand.

 

There may be a broad content vertical with both, a specific high performing sub-vertical and another poor-performing sub-vertical. But these differences in performance can’t be identified or accounted for in future iterations if the vertical isn’t clearly established at the outset.

cooking micro influencer

 

Summarising the Types of Influencers

 

Evidently there are various ways to define creators, and these means of categorising the types of influencers are not mutually exclusive. For instance, a YouTube influencer can further be categorised as a mega influencer AND a gaming influencer. Alternatively, one can find micro influencers within the gaming vertical on TikTok. 

 

That said, these ways to define the types of influencers are still essential to approach Influencer Marketing with a strategic focus aimed at establishing scalability. 

 

Why categorising the types of influencers is important

 

Simplifying the search process

 

Knowing the types of influencers available can enable you to search for the right influencers through more strategic and focused means. Further it allows you to analyse their performance more insightfully. 

 

For instance, you may find fashion influencers produce great performance results on Instagram, but not quite so much on YouTube. Alternatively, you may find the conversion rates for each influencer within your gaming vertical were encouraging, but there were insufficient installs to meet ROI targets. This might require you to consider scaling your budget and working with mid-sized or macro influencers. 

 

Conduct a deeper analysis

 

Defining these broader influencer types can also help you perform analysis on a more critical level in various campaign iterations. For instance, if you’ve tested nano, micro, and mid-sized beauty influencers and repeatedly seen great results, you can isolate any anomalies with poor results.

 

You can examine differences in talking points, visual assets, ad length, and so on to identify any potential disruptors that may be impacting the performance of those specific creators. Identifying these additional factors that impact performance can help you take measures to check these factors in future iterations of your campaigns and continually optimise your strategy.

 

Only when we define and categorise influencers more specifically will we be able to establish patterns in performance and strategically plan ways to scale campaigns in a profitable way.

 

Want to find out which type of influencer is best for your brand? Book a free consultation with our experts today!

 

Podcast-Advertising

The Essential Guide to Influencer Marketing

The digital landscape is rapidly changing. Gen Z is increasingly gaining more purchasing power 1, and there is a clear demand for new, engaging marketing platforms and channels.

 

Instagram is IN 2 TikTok trends 3 are taking off, and YouTube is everyone’s trusty infotainment tool 4. Yet, we’re still asking the question- Is Influencer Marketing Effective?

 

In this article, we’ll break down everything you need to know about influencer marketing and how to create an effective influencer marketing strategy.

 

What is Influencer Marketing?

Picture this- Your parents’ anniversary is coming up in three days. You’ve unfortunately fallen victim to your procrastination again, and are yet to buy a gift.

Desperately on the lookout for a unique, thoughtful present, you remember your favourite YouTuber’s recent vlog where they used a new service to create a personalised scrapbook for their Best Friend’s Birthday in just two days! The gift looked gorgeous, and the personalisation was an absolute hit with the friend! Not to mention, with the unique discount code in the influencer’s video, it’s right within your budget! Sounds like the perfect solution, doesn’t it? So the only question that remains is – how fast are you whipping out your wallet?

 

That’s influencer marketing in action! It’s when brands collaborate with individuals who hold- well, influence, over a specific audience on platforms like YouTube, Instagram, TikTok, Twitch, and Podcasts. It involves brands using the influencers’ image, reputation, and testimony 5to create authentic audience connections and effectively influence purchasing decisions! 6

 

Why is Influencer Marketing Important? 

Influencers are trusted and admired by their audiences. This means their testimonials are far more believable than brand-produced advertisements 7. With many digital ads being branded as ‘intrusive,’ the usage of ad-blockers is also increasing, with over 37% consumers worldwide now using blockers  8

 

In this changing digital landscape, influencer marketing can be an effective channel to reach your audience whilst maintaining a positive brand sentiment!

 

Influencers also know exactly what sort of visuals, messaging, tone, and style of content appeal to their audiences. This means every influencer adapts your brand message to their viewers. The outcome? A wide-reaching campaign that still resonates with diverse consumer sub-groups!

 

How does Influencer Marketing Work?

Influencer Marketing essentially involves contracting influencers to include a segment in their posts talking about or displaying your product or brand.

Creating and executing an influencer marketing strategy broadly involves the following steps:

    • Establish a target audience profile.

    • Compare influencers’ audience profiles with your target audience profile to find a match.

    • Choose and recruit your influencers

    • Prepare a creative brief for your influencers 

    • Approve your influencers’ draft posts

    • Track and Measure your Influencer Marketing Campaign

Seems fairly straightforward, doesn’t it? So why do brands choose to work with an Influencer Marketing Agency instead of managing their Influencer Marketing campaigns in-house?

 

The truth is, there is a lot of nuance behind each step. Many brands still struggle to drive measurable results with influencer marketing or find the right influencers.  9. The likely missing links? Performance data analytics and robust networks. 

 

Influencer Marketing Agencies have advanced AI influencer databases which streamline the influencer search process. On an advanced level, Performance Influencer Marketing Agencies like Media Bodies have additional, robust analytics tools. These can transform the selection process by adding additional data parameters for consideration, which primes an influencer marketing strategy for maximum effectiveness.

 

Agencies are also in constant contact with Influencers and keyed into pricing standards. This enables them to provide accurate CPM estimations to help you make informed choices.

 

Additionally, Influencer Marketing Agencies like Media Bodies are also able to negotiate extremely competitive prices by creating economies of scale. Every dollar saved can make a massive difference to your campaign ROI!

 

Influencer Marketing can be strenuous on internal resources, especially without the right tools and networks. Longlisting, recruiting, contracting, negotiating, coordinating timely draft delivery, payments-  everything becomes highly streamlined and efficient when working with an influencer marketing agency. 

 

Finally, Influencer Marketing is a dynamic industry. Each platform requires a slightly different creative and data analysis strategy. Agencies have instantly accessible knowledge, experience, and resources to adapt your strategy for various platforms! 

See the various influencer marketing services Media Bodies has to offer. 

Finally, the million-dollar question—does influencer marketing really work? 

The answer: a resounding YES! 

But like any marketing strategy, success hinges on collecting and analysing data-insights. Performance data, Engagement data, Audience demographics, Competitor data, Creative Data, and Conversion data allow us to optimise campaigns in real-time, ensuring maximum impact and ROI.

 

See how we used data-analytics to deliver positive ROI for a leading mobile game brand.

 

Understanding various data parameters and influencer marketing industry trends can also help make performance predictions. This is another touchpoint to creating a well rounded influencer marketing strategy primed for effectiveness.

 

At Media Bodies, we don’t just ride the wave of influencer marketing; we master it. Through a strategic blend of performance data analytics and creativity, we craft influencer marketing campaigns that drive measurable results, resonate with audiences, and leave a lasting impact.

Are you ready to unleash the true potential of influencer marketing? Get in touch today!

 

Frequently Asked Questions (FAQs) about Influencer Marketing

Influencer marketing is a strategy where brands collaborate with individuals who have significant influence over a specific audience on platforms like YouTube, Instagram, TikTok, Twitch, and Podcasts. These influencers use their reputation and credibility to promote a brand’s products or services, helping to create authentic connections and influence purchasing decisions.

Influencer marketing is important because:

  • Influencers are trusted and admired by their audiences, making their endorsements more credible than traditional advertisements.
  • With the rise of ad-blockers, many consumers avoid traditional digital ads, making influencer marketing a more effective way to reach audiences.
  • Influencers know what type of content resonates with their followers, ensuring that brand messages are delivered in a way that appeals to diverse consumer groups.

Influencer marketing involves the following steps:

  1.  Establishing a target audience profile.
  2. Comparing influencers’ audience profiles with your target audience profile.
  3. Choosing and recruiting the right influencers.
  4. Preparing a creative brief for the influencers.
  5. Approving the influencers’ draft posts.
  6. Tracking and measuring the campaign’s performance.

Brands use influencer marketing agencies because:

  • Agencies have advanced AI databases to streamline the influencer search process.
    They offer robust analytics tools to enhance campaign effectiveness.
  • Agencies maintain constant contact with influencers, understand pricing standards, and provide accurate CPM estimations.
  • They can negotiate competitive prices and create economies of scale, improving campaign ROI.
  • Agencies handle all logistics, from recruiting to payments, making the process more efficient and less resource-intensive for brands.

Influencer marketing is highly effective when executed properly. Success depends on collecting and analysing data insights to continuously optimise the strategy. Brands that effectively leverage performance data and creative content see measurable results and significant ROI from their influencer marketing campaigns.

To get started with influencer marketing, you can:

  1. Define your target audience and marketing goals.
  2. Partner with an influencer marketing agency like Media Bodies to streamline the process and maximise your campaign’s effectiveness. Book a free consultation with our experts today!