What is an influencer, you ask? An influencer is a person that has the power to affect other people’s purchase decisions because of their industry-specific relevance, authority on a given topic, potential audience reach, or combination of all three.
Picking the right type of influencer is important for your brand’s success because influencers have the ability to amplify your reach or drive business objectives on social media channels. Influencer marketing cuts through the noise of ads and reaches your customers on their turf: within the content that they’re scrolling through, and posted by people that they respect.
Not all influencers are created equal- it’s important to pick the influencer type that is optimized to help you reach your business objectives, whether it is to drive as many impressions as possible, or to aim for more customer conversions. A higher level influencer like a celebrity or well-known blogger with a large social following might the most effective influencer category to help you gain traction for a new product launch; in comparison, a micro-influencer with a highly engaged reach might be the most effective category to help you drive conversions, or to deliver an action such as a purchase, download, or lead. Below, we break down the influencer spectrum and where each influencer category fits within it across several metric standards:
Want to learn more about how you can power your influencer strategy for 2016? Check out our Ultimate Guide to Influencer Marketing Ebook.