In the last several years, influencer marketing has boomed into a multibillion dollar industry. It’s no surprise that it continues to attract hundreds of thousands of new creative people to join the market. As the creator economy continues to grow, it’s more important than ever that you think more broadly about who could be influential to your brand.
The truth is that everyone has some level of influence on their peers’ purchasing decisions — especially when they are real, passionate fans of the brand.
That’s why we’re seeing the world’s leading brands look beyond the traditional definition of the “influencer.” Rather than finding influencers based on the size of their following, more brands are redefining what “influential” means to them.
So, who could that be for your brand? Based on your goals, any of these 7 types of influential people could benefit your brand. Meet the new influencers:
Social media influencers
Traditionally, influencers have been known as social media micro-celebrities who create aspirational and highly engaging content in categories ranging from beauty, fashion, travel, food, tech, and so on. They have the ability to capture their audience’s attention with their expert storytelling skills and relatability. Because social media influencers tend to interact with their audience on a daily basis, they have built trust with their audience.
When choosing social media influencers to work with, look beyond their follower ios database account. Instead, focus on influencers who create authentic content, are true to themselves, and work with brands that align with their values.
Look for a mix of nano-influencers (creators with under 10k followers) or micro-influencers (creators with under 60k followers) who have a high engagement rate, align with your brand values, and embody the persona of your target markets. These creators tend to have a lower CPA due to their knowledge about a speciality niche, or because they are just getting started.
Macro-influencers (creators with over 200k followers) are also great brand partners, especially if you’re entering a new market and looking to drive visibility. They have the kind of global reach that can really get you noticed — however, they will typically charge a higher rate than nano and micro- influencers.
Influencers provide more value than one-off social media posts. Because social media influencers have a certain level of fame online, repurposing their content across all of your marketing channels provides the ultimate social proof. Brands can also invite influencers to events to incentivize consumers to be a part of major brand moments, such as store openings and product launches.