The different categories of influencers
Influence has evolved into a potent marketing tool, yet it can be a perplexing concept for some. Influence marketing, also known as influencer marketing, is a form of marketing approach that promotes products or services by leveraging the popularity and influence of individuals on social media. Businesses use this method to collaborate with individuals who have a strong social media following and whose material is relevant to their brand. The influencer generates and distributes material featuring the brand’s products or services, such as posts, videos, or tales, to their following. The purpose is to attract a certain demographic, create brand awareness, drive sales, and establish credibility through the influencer’s endorsement. What are the different categories of influencers?
Who are the Instagram influencers?
Specifically, it is people who have become public figures as a result of social media platforms, particularly Instagram. They are also known as content creators. Nevertheless, for some, creating content for Instagram has become a career. These content creators must be creative in order to respond to briefs from brands who want to “activate” them, i.e. launch an influence campaign with them on Instagram. Let’s take a look at the different types of Instagram influencers.
What are the different types of influencers on Instagram?
On Instagram, there are various types of influencer profiles.
It refers to everyone or everything who has previously been present at influence precincts and has written articles in order to share their passion on the internet. There were many blogs about fashion, cooking, and travel at the time. Thus, with the inception of Instagram in 2010, bloggers have used it to diversify their content genres and have become influencers.
2- Individuals such as you and me
Since the inception of Instagram, bloggers have not been the only ones to take to the platform! All those who have joined the Instagram platform have first begun to share images on a regular basis. With Instagram’s rapid growth and algorithm optimization, their number of followers has increased significantly, allowing them to become influencers themselves.
3- Candidates for television reality
Another group of people that are influential on Instagram are those who have appeared on reality television shows. These individuals are frequently seen to confront an increase in their visibility and notoriety. When the show premieres, they quickly get a million subscribers, if not more. But, there is a slight difference between these influencers and those we saw a little further up. Indeed, candidates for television reality are more frequently contacted for product placement. Now, we’re less concerned with content creation, which necessitates creative thinking and the use of Instagram’s new tools.
4- The artists
Many artists have found success on Instagram and have used the platform to highlight their work. Whether it’s through music, film, painting, or mannequins. These celebrities are now media figures with a significant influence on Instagram users, particularly their followers. They have what is known as a “prescriptive” role.
Among these various profiles are women and men, each with their own specialties and areas of preference. If you address your influence campaign to a recognized and specialized influencer, your influence campaign will have a greater impact. For example, if you are a fashion brand, encourage actions with fashion influencers. Consider beauty, decor, cooking, health, and ecology, among other things.
To go further into the subject :
- How to find Instagram influencers
- All about Instagram influencers
- How much does an Instagram influencer earn
- How to make money on instagram ?
- Instagram influencer salaries revealed
Influencers based on the number of followers they have on Instagram
When it comes to working with influencers and determining which ones are most relevant to meeting your goals, you must do so based on their classification. This classification is determined by the number of followers. Here’s everything you need to know about the various influencer segments.
1- Instagram’s nano-influencers
The nano influencers are referred to as “ambassadors” and are those who have between 500 and 5000 followers. Their actions are generally free or for a low price, meaning it is you that are providing the products to the influencer. You can also present him with advantages such as discounts and a promotional code to share with his community. For this category of influencers, influence is more of a pastime, something they do on the side. The proximity of nano influencers to their community will be a big benefit of activating them.
2- Instagram’s micro-influencers
Micro influencers have between 5000 and 30 000 Instagram followers and are known for generating a lot of engagement and sales from their community. The level of engagement of an influencer is a critical factor to consider. This calculation involves dividing the total number of likes and comments by the number of subscribers. You then multiply the result by 100 to get a percentage so that this information is more understandable.
If an influencer’s engagement rate is high, it means that his or her community interacts with him frequently, and thus his or her subscribers are more likely to respond positively to your cooperation. To work with a micro influencer, budget between $50 and $500 per post, keeping in mind that this type of content creator is well-known for generating a lot of sales.
3- Instagram’s macro-influencers
It is the most sought-after category of influencers by brands, with between 30 000 and 700 000 Instagram followers. In general, these content creators have other media platforms via which they may express themselves, such as a blog, a YouTube channel, and so on. They pay close attention to their creations because impact is their profession. All of the new features, such as IGTV, Reels, and Lives, have no mysteries for them. You may be skeptical at first, but by taking use of their community, you will be able to significantly increase your visibility.
Because all work deserves a wage, their pay is significantly higher than in previous categories, but you are guaranteed a high-quality campaign. It is necessary to budget around 4000€ for each post keeping in mind that these figures vary and are unique to each influencer and type of campaign if you want to reach out to a macro influencer.
4- Celebrities on Instagram
In this category, we find the “all stars” who have over 700,000 followers on Instagram, if not more than a million. With these personalities, which can be considered true icons, there will be a tendency to engage them in product placements. Moreover, because they are exposed to millions of internet users, instagram celebrities do not need to work as hard on their creations in order to make impact. The majority of the time, they are content with taking a photo with the brand’s product and disseminating a promotional code or organizing a contest for their subscribers.
When you decide to engage these kinds of influencers, keep in mind that these people are highly sought after, expensive, and sometimes have no affinity with your brand. They, on the other hand, guarantee a large audience due to the diversity of their community. For these types of collaborations, the quality of publicity is encouraged.
How to identify the various types of influencers to engage in your business in three steps ?
Clearly define your objectives :
Prior to anything else, it is critical that you define your goals in a clear and precise manner. Ask yourself what you want to do on Instagram. Increase traffic to your website? on a product page? How can I increase my visibility quickly? Several questions will be asked, allowing you to target the types of influencers best suited to your needs.
Choose an influencer that matches your brand image :
Another key consideration while setting arbitrary and quantitative goals is the image you want to project. When you launch an influence campaign on Instagram, the content creator you choose must be compatible with your image and values. If the product being sold appeals to the audience, he or she will be more attentive to the influencer’s words. This will also be a way for you to ensure that the content you receive is to your liking.
Take inspiration from your competitors to choose the right Influencer :
Browse the competition’s Instagram accounts to identify the influencers who are active. You may also be inspired by their approaches to collaboration. We are not about to tell you that you should copy the competition; quite the contrary. The goal of this type of activity is to stand out from the crowd in order to achieve the best results possible! Simply try to determine the “do” and “don’t” with which other brands or businesses are confronted in order to draw your own lessons.
Now that you understand how influencers are classified and what they can offer you by implementing campaigns with them, it is up to you to decide which type of content creator would best meet your needs. Whether they are of sale, notoriety, or behavior, you will undoubtedly find the ideal influencer with whom to collaborate. Moreover, if you want to learn more about this topic and get started with influence campaigns, we strongly encourage you to follow our Instagram training!
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