When you go to the store to buy groceries, you have to know what products you need – and you may even have some favorite brands. Well, the same principle applies to Influencers. Just like groceries, there are numerous types of Influencers and knowing which one to pick for your Influencer marketing campaign is the most important step of them all (just like a jar of pickles).
So, without further ado, I will start categorizing each influencer into their own little folders and subfolders – explaining them as I go along, so pay attention.
Start with the popularity
The first distinction we need to make in defining the types of influencers is based on the popularity or fame of the Influencer. Based on this they can either be Big Name Influencers (or Celebrity Influencers) and Micro-Influencers.
Many adoring fans are following Celebrity Influencers. They’ve grabbed the world’s attention and they don’t have to do much to reach dozens of people. However, they are much harder to connect with, since they get hundreds of requests a day. Big name influencers most of all, know what they want and what they’re about. So when proposing a marketing campaign to one, tell them what they gain from the cooperation, rather than what this will do for your image.
Micro-Influencers, on the other hand, are open to mostly all proposals. This is due to the fact that they don’t receive as much attention from Brands as celebrities. You don’t have to use any fancy wording or formal approaches. Instead, the easiest way to a micro-influencers heart is by treating them like celebrities. And don’t underestimate micro-influencers because of their small cult following. Due to their small fan-base, micro-influencers actually get higher engagement than celebrities. This makes them a great choice for Brands that are new to Influencer Marketing, or simply can’t afford a big name influencer.
What’s their niche?
Influencers can be further subdivided into professions. You heard me right, with Influencer Marketing growing steadily every day – influencers have started to break up into different niches. You have influencers who are singers, artists, actors, travelers, lifestyle and many – many more. What does this mean? This means that for you as a Brand, Influencer Marketing just became way simpler. You can now demographically pick Influencers based on their Influencing Profession. So if you need Brand Awareness for your new sporting pants, then you simply search for an influencer with the professions of athlete and fashionista.
I hope you learned a bit more about how the Influencers Marketing World is categorized by different types of Influencers and how to navigate it. Before I end this though, let me leave you a little tip – don’t spam influencers. Nagging an influencer, no matter if they are a celebrity or a micro, will only get you a bad rep.