The Influencer You Need

The Influencer You Need

Previously, we talked about a guide to influencer marketing, which gives a basic understanding of ‘what is influencer marketing’. However, before one can even think about getting into influencer marketing, they need to know the answer to a more important question.

An Influencer can vary based on the type of content and reach

What Is An Influencer?

An influencer is anyone who has the power to affect the decision of others because of their position or knowledge they have over a particular topic or category. Influencers are the social relationship assets that brands collaborate with to get closer to their target audience and achieve their marketing goals. 

Nowadays, with technology, influencer marketing has evolved and there are now different types of influencers that have been divided on the basis of; types of content and number of followers.

Types Based On Content:

  • Bloggers: Bloggers have the most authentic relationship with their audience. If a popular blogger positively mentions a product on their post. It can lead to the creation of a feeling of need for that product among the readers.
  • Youtubers: Written content is not the only way to have word spread. Video is another tool that can help a brand. YouTubers have their own channels on which they post content.
  • Podcasts: Podcasts are a relatively new form of online content but it is growing rapidly. One could say that it is in a way similar to radio.
  • Social Media: Social media influencers are increasing these days. Bloggers, YouTubers, etc all gain popularity by sharing their content and promoting it on various social media platforms.

Platforms like TikTok, Instagram, etc are booming as a lot of people are trying their luck at becoming influencers.

Types Based On Reach

  • Mega-Influencers: These are the influencers who have a following of over one million. They usually will be movie stars, musicians, etc.
  • Macro-Influencers: These are influencers who have a following between 40,000 thousand and 1 million. These are the upcoming celebrities or online experts who have built up their following through the content they post.
  • Micro-influencers: These types of influencers are usually those everyday kinds of people one would tend to bump into at the market. They specialize in one niche and have gained their followings through the devotees of that niche. They usually have a following of 1,000-40,000 followers.
  • Nano-Influencers: These are the newest type of influencers. They have a small following but they will be highly specialised experts in their field. The followers, even though small, are disciples of the influencer and take time out from their lives to listen to what their opinions are.

With so many choices, brands have to be very careful with who they pick to represent their brand. Some influencers might not even be true as there are apps that help in buying likes and followers.

How To Choose The Right Influencer?

Choosing the right influencer is vital for brands. They have to keep in mind the following while doing so.

  • Authenticity: Influencers who have a smaller ratio of sponsored content tend to be more authentic. As mentioned earlier there are apps through which an influencer can attain popularity. Looking into their influencer engagement metrics will help in understanding their authenticity. Look very closely at the audience engagement. This will help in making an effective marketing plan.
  • Relevance: After looking into their authenticity, one has to make sure that the influencer is relevant for the brand. To understand this, one has to socially listen i.e take some time to see what other influencers their fans follow. Contacting those influencers can help put the brand in a better position.
  • Communication: Communicate with the influencers, this will help in getting a better understanding. One can check how they have dealt with lesser successful campaigns and how they deal with such problems. Understanding the influencer will help in understanding whether they are exactly what the brand needs. One must also check how much engagement the influencer has, whether their fans like, comment, or subscribe to their work. 


One can look at choosing an influencer for the brand to be similar to that of a job interview. The success entirely depends on the relationship between the brand and the influencer. If you still need help deciding on an influencer, or whether a particular brand is right for you, visit our website and we’ll be more than happy to help you.

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