The Influencer has entered social media. Marketing attempts to influence potential customers with the help of influential people. Due to their large number of followers and successfully convincing their followers with their opinions, lifestyle and experiences, they are also called social media influencers.
However, there are different types of influencers. There is a distinction in the number of followers, expertise and qualities of the influencer. They operate in various media channels and can exert great influence. If you do business with an influencer, it is important to know what types of influencers there are and what their advantages and disadvantages are. The term influencer in itself is not a guarantee of the quality of the influencer.
Where are the influencers?
Influencers can be found on the internet. You can easily reach them on social media channels such as YouTube. In addition, there are specialized companies such as Hulc and Linkpizza, which have thousands of influencers in their database. Even divided into categories. These are platforms that bring advertisers and influencers together.
How do you become an influencer?
The influencer is not originally a profession. In principle, they are specialized people who have a lot of knowledge or have a special passion about something. And because money can be made with that knowledge through social media, that knowledge or passion can grow into a specialized field.
What types are there?
As previously indicated, the distinction is based on the number of followers and the quality of the influencer. A rough breakdown in numbers is:
Followers
Nano influencer – 1,000 – < 5,000
Micro influencer – 5,000 – 50,000
Meso influencer – 50,000 – 100,000
Macro influencer – 100,000 – 1,000,000
Mega influencer – 1,000,000 >
Peer influencers – 1 – 1,000
Authoritative influencers – 1,000 – < 5,000
Aspirational influencers – 100,000 – 1,000,000 >
Virtual Influencer – 200,000 >
Nano influencer
As the name indicates, nano-influencers are small influencers with a limited reach.
Range
The reach of this group is between 1,000 and 5,000 followers.
Reliability
The followers see the influencers as an honest and reliable source of information.
Professionalism
Usually they are people who have a specific hobby or are passionate about a subject. Their motivation is often to share their knowledge. As a result, they are completely at home in their segment.
Target group
They focus on a special target group where they find like-minded people who follow them because of their knowledge and expertise. The personal touch they give creates a personal bond.
Benefits
– The passion and the intensity of it.
– The cost aspect is still at a lower level.
– They operate in a special target group.
– They are very involved with their target group.
Disadvantages
– Short range.
– Less visible.
Micro influencer
Range
The reach of this group is between 5,000 and 50,000 followers. They can mainly be found on Snapchat, LinkedIn, Facebook, Instagram, Twitter, YouTube and TikTok.
Reliability
They are not always professionals. They are often good amateurs who gradually become more professional.
Professionalism
Great expertise of a particular brand, latest gadgets, TV series, movies, etc. Great degree of
commitment, passion and knowledge. They have personal contact with followers and provide practical advice and tips that are really useful to you.
Target group
Focused on a specific topic and target group. That target group consists of followers with the same specific needs.
Benefits
– Building a close relationship with the target group with local fame.
– The passion and the intensity of it.
– The cost aspect is still at a lower level.
– They operate in a special target group.
– They are very involved with their target group.
Disadvantages
– Short range.
– Less visible.
Meso influencer
Range
The reach of this group is between 50,000 and 100,000 followers. They compensate for the lower accessibility with their commitment and expertise.
Reliability
In addition to reliability, they have a fairly critical view of the companies with which they will collaborate. They only work with products or services that they have an affinity with.
Professionalism
In small-scale campaigns they have added value in promoting a product or service. Because they are already a few steps further, their influence is also greater.
Target group
Because of the reach, it is possible that a direct relationship can arise, where credibility and involvement can be worked on. For companies that are still new to working with influencers, the meso-influencer is the right starting level.
Benefits
– Reasonable range.
– Fairly high commitment.
– The cost aspect is still at a lower level.
– High degree of involvement with the target group.
– A personal approach possible for smaller campaigns.
Macro influencer
Range
The reach of this group is between 100,000 and 1,000,000 followers. They operate on multiple platforms.
Reliability
The reputation they have built up partly determines the degree of reliability. They can't afford anything else.
Professionalism
They are very professional and put a lot of time and attention into their content. You get quality and reach. Macro-influencers can also be nationally known Dutch people.
Target group
The target group is related to the company, product or service.
Benefits
– High range.
– Professional approach.
– Good reputation
– For larger campaigns on multiple socials.
Disadvantages
– The good reputation means that they have choices in companies, products or services.
– The cost level is therefore higher.
– Because they work for more companies, this can be at the expense of uniqueness.
– Content is often less personal.
Mega influencer
Range
The reach of this group is more than 1,000,000 followers.
Reliability
If a mega-influencer recommends a product, there is a chance that the product will be sold out in the short term.
Professionalism
Mega-influencers can be nationally but also internationally known in the music, sports or entertainment world. They are real trendsetters.
Target group
Mega-influencers are very focused on relevance to their followers.
Benefits
– High range.
Disadvantages
– Engagement is low.
– The cost level is quite high.
– Often not personally available.
Virtual influencer
Virtuality
Virtual influencers don't seem to be much different from traditional influencers, except that they don't really exist. Virtual influencers are also called digital avatars, CG models or digital characters. The first Dutch virtual influencer Esther Olofsson.
Bet
The virtual influencer has become an important marketing strategy tool for companies. They promote brands, products and services to their followers via social media. Virtual influencership is on the rise. It concerns the interaction with visitors, the number of likes, comments and shares.
Reliability
The virtual influencer is always there, does not age, has a positive attitude, goes to parties, posts photos and travels around the world. It's just not real. The designers, writers and artists work on the digital character, which then really looks, moves and speaks like a normal human being.
Professionalism
Virtual influencers are computer-generated characters that sometimes seem incredibly real, they have realistic appearances and a personality.
Benefits
– Companies can create a custom character that represents the brand, product or service according to their standards.
– Virtual influencers can create more engagement.
– Always and everywhere available.
– Always look good.
– Cannot cause PR damage.
Disadvantages
– Lacks spontaneity.
– No authenticity.
– Visitors often still feel uncomfortable.
Peer influencer
Range
Due to the limited environment, the range is also very limited. But the conversion rate, on the other hand, can be higher.
Reliability
Peer influencers are usually nano-influencers with few followers. They are your family members, friends or acquaintances. These are people who can have a certain degree of influence on us. Their influence is in turn based on authenticity and trust.
Professionalism
There is always someone in the immediate vicinity who has a certain specialty or a passion for something. This then increases knowledge and experience, which may make it possible to speak of an expert.
Target group
The fact that the peer influencer can exert direct influence is of great importance to the advertiser. The direct contacts with the associated credibility are extremely effective.
Benefits
– Very targeted target group.
– Attractive for small campaigns.
Disadvantages
– Limited range.
– Difficult to find the right peer influencer.
They are not affiliated with an influencer agency.
– Tracking them takes a lot of time.
Aspirational influencers
The aspirational influencers are usually macro or mega influencers. They are very well known nationally or internationally and live an extreme lifestyle that many followers dream of. You should think of expensive clothing, perfect bodies, luxurious homes and surroundings, long-distance travel, etc. This is what they fill their social media channels and blogs with. That is why aspirational influencers are so suitable for generating brand awareness or building reputation.
Benefits
– Long range.
– Rapid brand awareness.
– Many followers.
Disadvantages
– The cost level is quite high.
– Often not personally available.
Authoritative influencer
Range
Due to their specialization, their reach is less despite their national fame. The number of followers will therefore be more at the level of the nano-influencer.
Reliability
Due to their reputation as experts, they can only be reliable in the transfer of their information.
Professionalism
The Authoritative influencers are the real experts. They know everything about their field.
Target group
Focused on a specific topic and target group. That target group consists of followers with the same specific needs.
Benefits
– Can be used for a new product or service.
– Great influence on followers.
– Can be found on many platforms.
Disadvantages
– Limited range.
– Followers demand the right expert; otherwise they will drop out.
