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.
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.
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.
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.
Image via YouTube
2. Bloggers and Vloggers
Bloggers and vloggers are two of the most popular types of influencers. They usually have a large follower base on their blog or YouTube channel, which makes them fall into the category of macro- and mega-influencers.
They are seen as authority figures in their niches and regularly create high-quality text and video content that can engage their followers. In addition to their blog or video channel, they also often have a large following on other social media platforms, and that makes them great influencers for partnerships.
Additionally, bloggers can help you improve your SEO by providing high-quality backlinks to your website. They can also drive a decent amount of referral traffic to your website through their sponsored blog posts.
Vloggers are no different. They can help you improve your brand awareness by creating engaging videos that social media users would like to watch and share. Additionally, they can drive traffic to your website or improve your sales by adding links to their video descriptions and encouraging their audience to click on them.
For example, Bigelow Tea partnered with a micro-influencer blogger, Ashley, from Cherished Bliss to promote their brand. She added their brand name to her iced tea recipe.
Image via Cherished Bliss
Similarly, Mercedes Benz partnered with a YouTuber, Kelly, to create a video with his dog, Loki.
Image via YouTube
3. CGI Influencers
Yet another different type of influencers are the CGI influencers. These influencers are completely virtual characters that are developed by programmers and designers.
While they seem like other social media influencers, they’re just computer-generated images. Numerous such CGI influencers have popped up in recent times and they also have a great influence on their followers’ minds.
Just like human influencers, CGI influencers can promote B2C brands from their niches. Their social media posts can drive engagement and increase your brand awareness too. One of the most popular ones is Miquela. This mega virtual character sports over 1.9 million followers and frequently partners with brands such as Samsung.
Image via Instagram
When we’re talking about the different types of influencers, we can’t forget photographers. They’re some of the best content creators and they create high-quality content on social media.
The skills that they possess gives these social media stars the opportunity to partner with brands from a variety of industries. Many international camera brands and marketers also work with these mega- and micro-influencers to promote their cameras and photography lenses.
For instance, Daisy Gilardini is a photography influencer and a Nikon ambassador.
Image via Instagram
Different Types of Influencers Based on Niche
The second way to classify the different types of influencers is by their niches. They use high-quality, niche-specific content to build loyal and high-engaged audiences.
5. Sports Stars
Sports stars and fitness influencers are known to be fit, and they can be great motivators for their audiences.
They typically work with food and drink brands, along with health and wellness ones. Additionally, they endorse many sports brands. Their followers are usually interested in fitness-related activities too. These influencers often work with B2C brands to promote their products.
Angela, for example, is a popular sports and fitness influencer. She is a micro-influencer who has over 12K followers on Instagram.
Image via Instagram
6. Beauty Influencers
When you’re talking about the different types of influencers, you can’t forget beauty influencers. About 56% of women follow them, and it’s the top category for females to follow. Additionally, nearly 43% of consumers follow beauty influencers.
These influencers usually share beauty tips that help their followers look great. Beauty influencers can not only help improve your brand awareness but also drive sales.
Alice, for example, is a popular beauty influencer with over 16K followers on Instagram, which makes her a micro-influencer too. She regularly partners with beauty brands to promote them and their products through her account.
Image via Instagram
Your influencer marketing strategy should outline the steps needed to find your social media influencers too. To find beauty influencers like her, you can use our influencer marketing platform, Fourstarzz Media. You can not only find beauty influencers through it but also check their audience demographics and engagement metrics. This will help you determine whether or not they have the potential to influence the buying decisions of your target audience.
Image via Fourstarzz
Activists are those influencers who are committed to a social or political cause. They try to shape the opinion of their audience by promoting a specific cause. Thus, they have a very niche-specific audience who believes in the cause that they’re supporting.
If your brand believes in the same cause, you can consider partnering with these influencers. However, be sure to vet them out thoroughly as some of them may have radical views that can affect your brand too.
Jennifer Nini is one such micro-influencer. She talks about ethical fashion and environmental sustainability and frequently partners with brands like Rewind Conscious Store to promote their products.
Image via Instagram
8. CBD Influencers
The CBD industry is exploding and social media influencers aren’t missing out on it. The CBD Hemp industry is expected to become worth $22 billion by 2022. Numerous CBD brands are popping up and influencers specializing in CBD are partnering with them for social media marketing campaigns.
One such influencer is Jolene Goring. She has more than 18 years of experience in the health and fitness industry and frequently partners with CBD brands like Phytogenesis CBD.
Image via Instagram
Different Types of Influencers Based on Profession
Yet another way to segregate the different types of influencers is based on what they do for a living (other than posting content on various social media platforms and blogs).
When we’re talking about different types of influencers, we can’t forget movie stars and TV stars. They are some of the most popular macro- and mega-influencers in the world. These influencers usually have millions of followers and often become brand ambassadors for brands.
The charges for partnering with these influencers are high due to their wide reach and high engagement rates. Working with them can help you attract media attention and align your brand with a household name. Just make sure that your brand’s values match theirs.
B2C brands should consider collaborating with these influencers to grow their reach, engagement, and sales.
Selena Gomez, for example, became the new face of Coach and even designed a collection for the brand.
Image via Coach
Models are some of the most-followed types of influencers by women. Nearly 47% of consumers follow models on social media.
These influencers usually partner with fashion brands and may also be called fashion influencers.
Their partnerships range from short-term ones to longer ones like brand ambassadorships.
Models also serve as great brand advocates and ambassadors for B2C brands and help promote them through high-quality content.
Lauren Conrad is one of the most famous model influencers. She’s also a popular mega-influencer with 6.7 million followers on Instagram.
She partnered with Cosmopolitan for a live Q&A session on Facebook. This post got over 200K views and 4.2K reactions.
Image via Facebook
Journalists are some of the most powerful personalities on social media and can influence the way people look at your brand.
All you need to do is look for journalists who specialize in your brand’s niche. You can then reach out to and collaborate with them. Their reviews can have a significant impact on your target audience and, in turn, on your brand’s growth.
Both B2B and B2C brands can partner with journalists to promote their brands and products.
For example, Joe Yonan, the Food and Dining Editor at The Washington Post, is a micro-influencer who regularly reviews restaurants and posts his reviews on social media.
Image via Twitter
There are many different types of influencers you can collaborate with to promote your brand online. Based on your niche and values, look for influencers who are a good fit for your brand.
Also, be sure to check out their engagement rates and their audiences to find the right influencers for your campaigns.
To find reliable influencers with ease, you can use our influencer marketing platform. Using it, you can filter and find different types of influencers, such as nano-, micro-, and mega-influencers, based on their reach. It also provides additional relevant details to help you assess each influencer’s authenticity and relatability.
Do you have any experience working with the different types of influencers mentioned above? Please share your thoughts and insights in the comments.