The Three Types of Influencers All Marketers Should Know

The Three Types of Influencers All Marketers Should Know

While influencer marketing may be the buzzword of the moment, the strategy actually dates back to the 1750s. Before the Kardashians and social media stars, the aristocracy reigned supreme. Royals were the first celebrity brand ambassadors, with companies like Wedgwood leveraging their influence to promote its chinaware.

Celebrities remained the influencers-in-demand for the following 250 years, so it’s no surprise that they are the still first people that come to mind when it comes to influencer marketing. It took the mass adoption of social media for today’s three influencer personas to evolve: mega-influencers, macro-influencers, and micro-influencers. Rather than John Wayne and Michael Jordan commanding your TV screens, Michelle Phan’s videos dominate YouTube and everyday customers’ Facebook posts like ‘Happy Chewbacca’ mom drive millions in sales for retailers.

But not all influencers are created equal. Below we breakdown what determines influence, the spectrum of influencers, and the power of the 9%. You can also go straight to our cheat sheet on these influencer personas here.

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