Who Are Influencers?

Influencer marketing is the transfer of information and trust from a person who is respected for their knowledge, expertise, or social position.

Influencer Marketing can take many forms from word of mouth, earned media, social media, gamification, and public relations. The key is using each of those channels to find or make brand allies who, through engagement and nurturing, become powerful brand influencers and advocates. But who are influencers?

Who Are Influencers?

The effectiveness of influencer marketing has never been an issue; the limiting factor has always been reach. Before the internet, your reach was always based on your geography. For most people, their sphere of influence was limited to a small group who were family or friends. The exception of course was celebrity endorsements which were able to expand the reach through their endorsements in television commercials and magazine ads. Now, however, with the advent of the internet and social media, everything has changed. Influencers can instantly reach and impact millions of followers. What is even more significant is that EVERYONE IS AN INFLUENCER!

Types of Influencers

While anybody can be an influencer, not all influencers are created equal. If you look at most articles discussing the type of influencers prior to 2015, they will usually identify three (3) categories: Mega, Macro, and Micro. However, as the industry matured and social media apps and interactions began to evolve, additional categories have emerged.

After the 2020 pandemic, a lot of people found a lot of time to explore different ways to connect with the world. New groups of social influencers grew out of the ashes of the pandemic. Three new categories took their place as true influencers. These are Subject Matter Influencers, Mid-tier Influencers, and Nano Influencers.

This chapter will examine the characteristics of each of the categories including their reach, relevance, resonance, examples, optimization, cost, and amplification strategies. The six (6) influencer marketing categories that we will discuss are:

• Mega Influencers

• Subject Matter Influencers

• Macro Influencers

• Mid-tier Influencers

• Micro-Influencers

• Nano-Influencers

Each of these influencers can fall into one of the following groups.

Professional Influencers- This group is primarily comprised of Mega Influencers and Subject Matter Influencers. While both can certainly create content that is free, it is the Subject Matter Influencers who created their status by primarily publishing their content for free. That is how they built their personal brand.

For the most part Mega, Subject Matter influencers tend to be paid professional content makers (e.g., movies, television, radio, or internet) that require a monetary expenditure if you want to engage them to promote a specific product or service.

Quasi-Professional Influencers-Macro and Mid-tier Influencers are quasi-professionals who typically get some economic benefit from being an influencer. They also create content that is self-produced and free. If you want to engage them for a particular product or service, they often accept barter as an acceptable means of payment. For example, a Macro or Mid-tier influencer might accept your product or service as full or partial payment in exchange for promoting your brand on the internet.

Amateur Influencers- Micro and Nano influencers are true amateur influencers who make recommendations or provide reviews because they simply like or use the product or service.

Mega Influencers

Mega influencers are the celebrities of the world, including actors, entertainers, business leaders, politicians, and athletes.

Reach - What makes Mega Influencers so powerful is their reach. They typically have eight million or more followers.

RELEVANCE - Most Mega influencers often opine on many subjects that have nothing to do with their profession or area of expertise. Many of their endorsements are either self-serving, due to a financial interest in the product, or are paid endorsements. This significantly impacts their authenticity and trust.

RESONANCE - Often, due to their lack of relevance, even an effective mega influencer will drive only 0.37% to 4.96% engagement with each post.

EXAMPLE - Kim Kardashian (Twitter/X – 75.1 Million Followers; YouTube – 2 million subscribers; Instagram – 364 Million followers.

OPTIMIZATION -To optimize the use of mega influencers, find a product or service that best aligns with their area of perceived expertise. For example, the Kardashians (among other things) are noted as being fashion trendsetters. So, it was no surprise that when Kim Kardashian started a branded perfume line(KKW Fragrance), it sold out and netted 10 million dollars in the first 24 hours. But, the same celebrity’s name and endorsement did not have as great an impact when she endorsed products such as lollipops. They were not clearly associated with her value proposition and did poorly.

COST - Mega Influencers usually come at a high cost that can be either a fixed dollar amount, a percentage of sales attributed to their post, or an interest in the company.

AMPLIFICATION - Mega Influencer posts are usually shared by members of their social reach and further amplified by other influencers who are part of their social reach and influence.

Subject Matter Influencers

Subject Matter Influencers are typically social media experts who share their content on YouTube, Instagram, TikTok, X (formerly Twitter,) etc.

REACH - Typically, they have one million to eight million followers/subscribers over several social channels.

RELEVANCE - This is the area where Subject Matter Influencers shine. Subject matter experts are highly trusted as they are considered some of the most knowable people in their area of expertise and have built a reputation of great trust amongst their followers. Subject matter influencers have a very high degree of authenticity provided they stay within their lane.

Subject Matter Influencers are typically of two types. The first type is those who share their expertise without any hidden agenda. When they have sponsored content, it is clearly disclosed to the public (as required by the FTC). The second type is constantly shilling something designed to line their pocketbook. To ensure the best performance, make sure your product is within their area of expertise and that they fully disclose the promotion is a paid sponsorship. Make sure your Subject Matter Influencers have a history of only representing very high-quality products and partnerships that you would be happy to be associated with.

RESONANCE -Because of their subject matter expertise and the trust of their followers and will drive 2.43% - 20.3% engagement with each post.

EXAMPLE - Altcoin Daily (YouTube – 1.33 Million Subscribers; Twitter/ X –1.41 Million Followers.

OPTIMIZATION - Subject Matter Influencers are best utilized when they are creating original content about their area of expertise. Before you engage a subject matter influencer, determine their reputation in the community they serve. While everyone will have some detractors, they should be viewed by their community as trustworthy. To fully optimize, determine their overall reach rate and how engaged is their community.

It is also important to understand the content format where each subject matter influencer achieves the best results. If they provide short-form content (e.g., TikTok) will that serve your brand’s messaging needs and its alignment? Often, the same message will have dramatically different results, depending on if the content is shared in the form of a blog, a tweet, an Instagram post, or a video. Longer form content such as YouTube videos tends to live on long after the original posting.

COST - While the engagement of subject matter influencers is almost always a pay-for-play. Many are willing to take uniquely structured deals that involve both a fixed and performance model.

AMPLIFICATION - The original content produced by subject matter influencers needs to be amplified by the sponsoring company in the form of both paid and free social posts. You will find that Macro, micro, and nano influencers will naturally share the content with their circle of influence.

Incentivize influencers to help promote the content across platforms on multiple occasions.

PRO TIP - It is important to remember influencers are almost always striving for more followers. So, while a person may be a subject matter expert if they don’t have sufficient followers they will fall into one of the following categories.

MACRO INFLUENCERS

Macro influencers are typically executives, academia, bloggers, or journalists

REACH - They have five hundred thousand to a million followers.

RELEVANCE - Macro influencers are renowned for their professional expertise or their passion for a given topic or industry.

RESONANCE -Most Macro Influencers have a passion that they like to share with their followers. This passion is the reason people engage with them and if they promote something in that area of passion, they have the trust of their followers and will drive 0.44% to 6.20% engagement with each post.

EXAMPLE - Chief Reactions (Instagram – 513 Followers, YouTube – 45.2K Subscribers)

OPTIMIZATION - Macro-influencers are considered to have a passion derived from their profession or an advocation. They are often used to promote something unrelated to what made them famous. Anytime they are used outside of their area of passion, engagement will drop. Before you engage a macro influencer, determine their engagement rate (click-through rate) and normal ROI. There are software platforms that will show their reach, engagement, and ROI. It is also important to understand the content format where each macro influencer achieves the best results. Often, the same message will have dramatically different results, depending on whether the content is shared in the form of a blog, a tweet, an Instagram post, or a video.

COST - While the engagement of mega influencers is almost always a pay-for-play that involves a significant expense, the micro-influencers can be obtained for a more moderate cost. Depending on the niche, payment can be in the form of products, results-based, or, sometimes, for free.

AMPLIFICATION -The original content produced by macro influencers typically does not receive a large amplification for any content they share.

MID-TIER INFLUENCER

Mid-tier influencers are typically executives, academia, bloggers, or journalists

REACH - They have fifty thousand to a million followers.

RELEVANCE - Mid-tier influencers are typically more of a generalist when they engage on social media.

RESONANCE - While they don’t have the same trust as subject matter influencers, they can seem more approachable to the public who believe that the mid-tier influencer will actually see and respond to them. Typically, and will drive 0.43 to 6.67% engagement with each post.

EXAMPLE - Jacob Soboroff (Instagram – 66.6K Followers; Twitter/ X – 239K Followers)

OPTIMIZATION - Mid-tier influencers are usually striving to be subject matter experts or generalists such as a journalists. They are best utilized when they are creating original content about the area they are best known.

Before you engage a Mid-Tier influencer, determine their engagement rate (click-through rate) for the particular area that you are asking them to promote.

COST - While the engagement of Mid-Tier Influencers is typically the lowest tier that might be asking for compensation in exchange for their promotion. Many will accept alternative forms of remuneration. Depending on the niche, payment can be in the form of products, results-based fee, or sometimes will for free.

We have found that Mid-Tier Influencers often struggle to create content that is compelling enough to really resonate with their followers. They see this as a major obstacle to becoming a Quasi or Professional Influencer.

Often you can obtain their services simply by helping them create unique and compelling content they can share with their audience. This content will of course be promoting your brand or service while showcasing the influencer.

AMPLIFICATION - The original content produced by macro influencers typically does not receive a large amplification for any content they share.

Micro-Influencers

Micro-influencers are typically consumers, employees, friends, or families.

REACH - They have 1K to 50K followers.

RELEVANCE - Micro-influencers are people you follow because you know them. You typically have a means of ascertaining their knowledge and trust factor through offline engagements.

BRAND RELEVANCE -Micro-influencers are typically the actual users of the product or service.

RESONANCE - Because they are known by those who follow them, the engagement is higher and will drive 1.63 % to 17.96% engagement with each post.

EXAMPLE - William Arnold – @Inboundcentric Twitter/ X – 3,500 Followers.

OPTIMIZATION - To optimize the use of micro-influencers, you will need to empower and direct their activity. It can be as simple as asking them to share content. It can be as complex as inviting them to be part of a gamification experience.

COST - Micro-influencers will move heaven and earth for recognition by a brand they adore and love. Throw in an occasional award of swag, and you will have an army of advocates who will share and post content across the social channels they frequent.

AMPLIFICATION - Take the best micro influencer-generated content and share it across all the brands in the company’s ecosystem. This will not only help build brand awareness but also encourage other micro-influencers to produce or share their content.

Nano Influencer

Nano influencers are typically employees, friends, or families.

REACH - They have 10 to 1K followers

RELEVANCE - Nano influencers have an extremely close connection with their audience. Typically, they have actual conversations with them through phone, text, or social apps. They have personal relationships and trust with their sphere of influence and as such have very high credibility.

Nano influencers will be actual users of your brand.

BRAND RELEVANCE - They appreciate and understand its value because they have first-hand knowledge.

RESONANCE - Because they are known by those who follow them, the engagement is higher and will drive 0.51% to 9.75% engagement with each post.

EXAMPLE - Your Mom, Dad, Sister, Brother, etc.

OPTIMIZATION - To optimize the use of micro-influencers, you will need to provide creative methods of engagement. Getting them to share content created by the macro influencers can be incentivized through gamification or simply by asking them.

COST - There is typically no cost for nano influencers. If they like your product they will organically express it.

AMPLIFICATION - They will respond if a brand or a trusted influencer asks them to share content or information.

Conclusion

The type of influencer that is appropriate for your business will depend on your product or service, your audience, and your budget. It is important to keep in mind it is not the person who impresses you that matters, but who will be seen as authentic and garner the trust of your target audience.

We will be posting in the near future strategies that work best for each class of infuencer.