An influencer is someone in your niche or industry with sway over your target audience.
Influencers have specialized knowledge, authority or insight into a specific subject. Their pre-existing presence in a niche makes them a useful launching pad for brands in search of credibility. 85% of marketers engaged in influencer marketing in 2017 and 92% said their campaigns were effective.
An influencer assists companies in “influencer marketing,” a form of advertising that builds brand authority on the back of another person’s reputation.
Types of influencer
Influencers have a long history in marketing. Initially, companies used compelling figures like celebrities and athletes to help sell their products through television and radio ads. The rise of social media has made other types of influencer more popular. Today, influencers fit into the following categories:
- Celebrities: Artists, athletes, and pop culture stars.
- Industry experts and thought leaders
- Micro-influencers: Individuals with impact on social media
- Bloggers and content creators
The bulk of influencer marketing today occurs in social media. Micro-influencers and bloggers are a more cost-effective way to access instant credibility for growing brands.