• Daniel Trösch

11 Different Types of Influencers You Should Know About

Updated: Jul 20, 2020

Influencer marketing’s popularity has begun soaring the past few years. In fact, according to Google Trends, the popularity of the term grew by nearly 40% between 2018 and 2019.

Google Trends

Image via Google Trends


Due to its effectiveness, nearly 39% of marketers increased their influencer marketing budgets in 2019.


However, everything’s not perfect when it comes to influencer marketing. It’s had its fair share of controversies.


Want to know why?


It’s due to the rise of fake influencers and social media accounts. In 2019, the number of fake accounts on Instagram increased to 150 million from 90 million in 2018.


The influencer marketing campaigns of major brands like Disneyland and Febreze on the platform have been hampered by fake accounts as well. In fact, 54% of the audience of Febreze’s sponsored posts turned out to be fake accounts on Instagram.

hampered by fake accounts

Image via The Drum


Additionally, events like the Fyre Festival caused a huge backlash against this marketing method and many began to question its authenticity and real influence.


That led to a major push for professionalization in the influencer marketing space - on the brand, agency, and influencer sides. Approaches were questioned, a lot of fake follower accounts shut down, and brands started relying more on data before making decisions on whom to work with.


Therefore, with the right changes done, the influencer marketing industry continues to grow. In fact, it’s expected to grow into a $22.3 billion industry by 2024.


However, influencer marketing has evolved significantly over the past few years. While brands used to look at the size of the influencer’s audience to decide if they wanted to partner with an influencer, today the focus has shifted to relatability and their influence on a specific target audience.


In fact, the relatability of the influencer has become 2X more important than popularity for people to follow influencers.


People follow different types of influencers with whom they’re able to relate to better. These social media influencers can help you achieve a variety of your marketing campaign goals. For instance, bloggers can help with SEO while YouTube influencers can help you create engaging product explainer videos.


To find the right social media influencers for your goals, it’s necessary to know the different types of influencers with whom you can partner. This can help you identify the right influencers and craft and execute better campaigns. This will help you make the most of your influencer marketing budget.


Let’s take a look at some of the different types of influencers you can partner with for your influencer marketing campaigns.


Different Types of Influencers


Here are the different types of influencers you can collaborate with for your influencer marketing campaigns.


Different Types of Influencers Based on Creativity


One way of classifying the different types of influencers is based on their creativity. These distinctions are made based on the type of content created by them.


1. Gaming Influencers - Live Streamers


Gaming is yet another popular niche for influencers. In fact, it’s the most popular niche that’s followed by men. Nearly 54% of men follow gaming influencers for their high-quality content.


Why?


Gaming influencers usually live stream their games on social media platforms like YouTube and Twitch. Millions of their fans follow their live streams to get better at gaming.


People tend to watch these live streams intently and, as a result, you can expect an increase in brand awareness. You can also promote your offers through these social media influencers and generate sales.


One of the most famous gaming mega-influencers is PewDiePie. He has over 103 million followers on YouTube who swear by his recommendations. He regularly partners with brands like Saab to promote them through his YouTube channel.

gaming mega-influencers