What is an influencer? 

An influencer is someone who has:


  • The power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
  • A following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.

It is important to note that these individuals are not merely marketing tools, but rather social relationship assets with which brands can collaborate to achieve their marketing objectives.


Types of Influencers


You can separate different types of influencers in multiple ways. Some of the most common methods are by follower numbers, by types of content, and by the level of influence. You can also group influencers by the niche in which they operate. This means that influencers who may appear in a low category by one measure may seem more influential when looked at in another way. For example, many mega-influencers are also celebrities. 

Yet both these groups often have less real influence on their audience because they lack expertise in a dedicated narrow niche. Some micro and even nano-influencers can have a tremendous impact on followers in their specialist niche. They may be of significant benefit to a firm selling a product targeting that sector.