26 Types Of Influencers in 2023 You Need to Know
“92% of marketers believe that influencer marketing is an effective form of marketing.”
Given that influencer marketing campaigns yield twice the return on investment compared to traditional marketing campaigns, it’s not surprising that this strategy garners such widespread support.
If you’re considering working with various types of influencers, it’s only natural to wrestle with the decision of which influencer to collaborate with. In this blog, we will delve into the types of influencers, categorizing them into three distinct groups: those based on follower count, those based on content or niche, and those categorized by occupation or brand affiliation.
This breakdown will assist you in making an informed choice when selecting the ideal influencer for your brand.
4 Different Types of Influencers Based on Followers Count
Recent studies show that micro-influencers generate up to 60% more engagement than macro-influencers. They have a very niche audience that is loyal to them and actually enjoys their content, and brands are utilizing this in their favor.
Micro-influencers are social media stars with typically small but engaged followings, often ranging from 1,000 to 10,000 followers.
Micro-influencers are known for their niche expertise and high levels of engagement with their audience. They are often seen as authentic and relatable, which makes them effective for marketing to specific target demographics.
These are the most overlooked types of influencers because their potential has not yet been realized. Still, a recent study shows that nano-influencers have a 5% engagement rate, beating out even the mega influencers with over one million followers.
Nano-influencers have the smallest following among influencers, often with less than 1,000 followers. They are usually everyday individuals who have a highly localized or specialized influence. Their tight-knit community trusts them and can provide authentic recommendations and endorsements.
3. Mid-Tier Influencers:
Mid-tier influencers typically have follower counts ranging from 10,000 to 100,000 followers. These types of influencers have a larger reach compared to micro and nano-influencers. They often possess a good balance of reach and engagement, making them effective in promoting products and services to a broader audience while maintaining a personal connection with their followers.
4. Macro-Influencers and Mega-Influencers:
These are the social media celebs that everyone has heard of or engaged with at least once. Macro-influencers have follower counts in the hundreds of thousands, while mega-influencers often have millions of followers.
These types of influencers have a massive reach and are often well-known in their respective industries or even across various domains. They are often celebrities, athletes, or well-established personalities. While they can reach a wide audience, their endorsements may appear less personal and relatable than those of smaller influencers.
13 Different Types of Social Media Influencers Based on Content
1. Beauty Influencers:
- Focus: These types of influencers concentrate on all things beauty, including makeup tutorials, skincare routines, and reviews of beauty products. They often share their tips and expertise to help their followers enhance their appearance and grooming.
- Audience: Beauty enthusiasts, makeup lovers, and individuals seeking beauty product recommendations.
- Brands: Beauty and cosmetic brands, skincare brands, haircare products, and makeup brands can benefit from collaborating with beauty influencers to promote their products.
- Huda Kattan (Huda Beauty) – A prominent beauty influencer and founder of Huda Beauty, known for her makeup tutorials, beauty product reviews, and skincare tips.
- James Charles – A makeup artist and beauty influencer with a large following specializing in makeup tutorials and creative beauty looks.
2. Fashion Influencers:
- Focus: Fashion influencers offer fashion inspiration and advice by sharing stylish outfits, trends in clothing, and accessory recommendations. They help followers stay updated with the latest fashion trends.
- Audience: Fashion-conscious individuals, shoppers, and those seeking style inspiration.
- Brands: Clothing retailers, fashion designers, accessory brands, and fashion e-commerce businesses can partner with various types of fashion influencers to showcase their products.
- Chiara Ferragni (The Blonde Salad) – A fashion influencer and entrepreneur known for her fashion tips, outfit inspiration, and collaborations with top fashion brands.
- Aimee Song (Song of Style) – A fashion blogger and influencer who shares her personal style, fashion trends, and lifestyle content.
3. Fitness and Wellness Influencers:
- Focus: These influencers promote a healthy lifestyle through workout routines, nutrition tips, and overall wellness guidance. They inspire their followers to lead more active and balanced lives.
- Audience: Health-conscious individuals, fitness enthusiasts, and those interested in improving their overall well-being.
- Brands: Fitness equipment manufacturers, health food brands, sportswear companies, and wellness products can collaborate with fitness and wellness influencers to endorse their products.
- Kayla Itsines – A fitness influencer and trainer renowned for her Bikini Body Guides (BBG) workout program and promoting a healthy lifestyle.
- Joe Wicks (The Body Coach) – A fitness and nutrition influencer who offers workout routines, healthy recipes, and fitness motivation.
4. Travel Influencers:
- Focus: Travel influencers share their travel adventures, tips, and recommendations about destinations worldwide. They inspire their followers to explore new places and make the most of their journeys.
- Audience: Travel enthusiasts, globetrotters, and individuals planning their next trips.
- Brands: Travel agencies, hotels, airlines, travel gear manufacturers, and tourism boards can engage travel influencers to showcase their offerings.
- Murad Osmann – Known for his “Follow Me To” series on Instagram, capturing his travels with his wife, Nataly Osmann, and showcasing stunning destinations.
- The Points Guy (Brian Kelly) – A travel influencer who provides travel tips, reviews, and points and miles advice to help travelers make the most of their journeys.
5. Food and Cooking Influencers:
- Focus: These food influencers create content related to food, such as sharing recipes, cooking tutorials, restaurant reviews, and exploring different cuisines. They offer culinary inspiration and recommendations.
- Audience: Foodies, home cooks, and individuals looking for new recipes and dining experiences.
- Brands: Restaurants, food delivery services, cooking equipment brands, and food products can partner with food and cooking influencers for promotions.
- Tasty – The Buzzfeed-owned food brand that creates engaging and popular cooking videos and recipes.
- Gordon Ramsay – The celebrity chef and TV personality known for his cooking tutorials, restaurant reviews, and culinary expertise.
6. Parenting Influencers:
- Focus: Parenting influencers offer advice, share their parenting experiences, and review products related to parenting, childcare, and family life. They help other parents navigate the challenges of raising children.
- Audience: Parents, expectant parents, and individuals seeking parenting guidance and product recommendations.
- Brands: Baby product manufacturers, childcare services, toy companies, and parenting-related businesses can collaborate with parenting influencers.
- Giovanna Fletcher – A parenting influencer and author who shares insights into her family life, parenting experiences, and advice.
- The Baby Gang (La Guardia Cross) – La Guardia Cross creates entertaining and relatable videos about parenting and family life.
7. Lifestyle Influencers:
- Focus: Lifestyle influencers cover many topics, including home decor, personal development, self-care, fitness, and more. They provide a holistic perspective on living a balanced and fulfilling life.
- Audience: A diverse audience seeking inspiration and guidance for various aspects of their lives.
- Brands: A wide range of companies can work with lifestyle influencers to promote products and services that align with different aspects of a well-rounded lifestyle.
- Marie Kondo – Known for her tidying and organization methods, she offers lifestyle and decluttering inspiration.
- Rachel Hollis – A lifestyle influencer and author who covers personal development, self-help, and life improvement topics.
8. Tech and Gadgets Influencers:
- Focus: Tech and gadgets influencers review the latest technology products, demonstrate their features, and share insights into tech trends. They help their followers make informed decisions when it comes to gadgets and technology.
- Audience: Tech enthusiasts, early adopters, and those interested in staying updated on the latest tech innovations.
- Brands: Tech companies, gadget manufacturers, software developers, and electronic retailers can collaborate with tech and gadget influencers for product endorsements.
- MKBHD (Marques Brownlee) – A tech influencer who provides in-depth technology reviews, gadget demonstrations, and discussions on the latest tech trends.
- Unbox Therapy (Lewis Hilsenteger) – Lewis unboxes and reviews various gadgets, tech products, and unique innovations.
9. Gaming Influencers:
- Focus: Gaming influencers stream video game playthroughs, provide gaming tips and tutorials, and engage in discussions about the gaming industry. They entertain and educate their gaming community.
- Audience: Gamers, esports enthusiasts, and individuals interested in video games and gaming culture.
- Brands: Video game developers, gaming accessories manufacturers, esports organizations, and gaming platforms can partner with gaming influencers for promotions and reviews.
- Ninja (Tyler Blevins) – A popular gaming influencer and professional esports player known for streaming and providing gaming tips, especially in Fortnite.
- PewDiePie (Felix Kjellberg) – One of the most well-known YouTubers, PewDiePie shares video game playthroughs, commentary, and gaming-related content.
10. DIY and Craft Influencers:
- Focus: DIY and craft influencers are creative minds who share do-it-yourself projects, crafting ideas, and creative inspiration. They often provide step-by-step tutorials for various crafting projects, from home decor to handmade gifts.
- Audience: Craft enthusiasts, DIY hobbyists, and individuals looking for creative project ideas and artistic inspiration.
- Brands: Craft supply manufacturers, art supply stores, home decor brands, and companies offering DIY project kits can collaborate with DIY and craft influencers to promote their products.
- MyFroggyStuff – A YouTube channel that focuses on DIY crafts, doll customizations, and creative projects.
- Crafty Morning (Michelle McKinley) – Michelle shares easy and fun DIY craft ideas, especially for kids and families.
11. Pet Influencers:
- Focus: Pet influencers are adored for featuring their pets, sharing pet care tips, and reviewing pet-related products. They offer a glimpse into the lives of their furry friends and provide valuable insights into pet ownership.
- Audience: Pet lovers, pet owners, and individuals seeking pet care advice and product recommendations.
- Brands: Pet food companies, pet accessory brands, veterinary services, and pet product manufacturers can partner with pet influencers to endorse their offerings.
- Jiffpom – As mentioned earlier, Jiffpom is a well-known pet influencer with adorable posts and entertaining tricks.
- Lil Bub – The late Lil Bub was a beloved cat influencer, known for her unique appearance and heartwarming content.
12. Environmental and Sustainability Influencers:
- Focus: Environmental and sustainability influencers are passionate advocates for eco-friendly living, sustainability, and environmental issues. They educate their followers on the importance of preserving the planet and living a more sustainable lifestyle.
- Audience: Eco-conscious individuals, environmental activists, and those looking to reduce their ecological footprint.
- Brands: Eco-friendly product companies, sustainable fashion brands, renewable energy providers, and organizations committed to environmental conservation can collaborate with environmental and sustainability influencers to promote their initiatives and products.
- Zero Waste Chef (Anne-Marie Bonneau) – Anne-Marie shares practical tips and recipes for reducing waste and living a sustainable lifestyle.
- Sustainably Vegan (Immy Lucas) – Immy shares her journey and offers advice on sustainable living, including minimalism, zero waste, and ethical fashion.
13. Social and Political Influencers:
- Focus: Social and political influencers use their platforms to discuss social and political issues, raise awareness, and engage in activism and advocacy. They offer a space for critical discussions and inspire social change.
- Audience: Activists, socially engaged individuals, and those interested in understanding and participating in social and political causes.
- Brands: Organizations aligned with specific social or political causes, non-profits, and companies with a strong commitment to social responsibility can partner with social and political influencers to support their missions and initiatives.
- AOC (Alexandria Ocasio-Cortez) – The U.S. Congresswoman uses her platform to discuss social and political issues and advocate for progressive policies.
- Shaun King – A prominent civil rights activist and writer who addresses various social and political issues, particularly related to racial justice.
9 Different Types of Influencers Based on Occupation and Brand Relationship
1. Brand Ambassadors:
Brand ambassadors are influencers with an ongoing and official relationship with a brand. They serve as the face of the brand, consistently representing it and promoting its products or services. They align their personal brand with the values and image of the brand they’re representing, providing a long-term and often more authentic connection with the audience.
2. Sponsored Content Creators:
Sponsored content creators are influencers who collaborate with brands on a per-campaign basis. They create content specifically for the brand in exchange for payment or products, and this content is clearly marked as “sponsored.” Their primary role is to produce content that seamlessly integrates the brand’s message or products into their existing content while ensuring transparency about the partnership.
3. Affiliate Marketers:
Affiliate marketers are influencers who promote a brand’s products or services and earn a commission on sales generated through their unique affiliate links or codes. They act as sales partners for the brand, leveraging their audience’s trust to drive conversions and earning a percentage of the revenue for each successful sale they influence.
4. Employee Advocates:
Employee advocates are individuals who work for a brand and promote their employer’s products or services on social media or other platforms. They often provide behind-the-scenes glimpses of the company culture and operations. Their role is to humanize the brand, share the company’s values, and foster a sense of trust and connection with the audience by showcasing the brand from an insider’s perspective.
5. Expert Consultants:
Expert consultants are professionals or experts in a particular field or industry who collaborate with brands to provide expertise, advice, and endorsements related to their area of specialization. They lend their credibility and knowledge to support the brand, providing valuable insights and recommendations to their audience, which enhances the brand’s authority in that field.
6. Celebrity Endorsers:
Celebrity endorsers are well-known public figures, such as actors, athletes, and musicians, who partner with brands for promotional purposes. They leverage their fame, recognition, and influence to endorse products or services. Their role is to use their star power to attract attention and create a strong connection between the brand and their fan base, often leading to increased brand awareness and sales.
7. Customer Evangelists:
Customer evangelists are loyal customers who voluntarily promote a brand because they genuinely love its products or services in the form of user-generated content (UGC). They often have a deep personal connection with the brand. They act as advocates for the brand, sharing their positive experiences and creating authentic, word-of-mouth marketing that resonates strongly with potential customers.
8. Industry Thought Leaders:
Industry thought leaders are respected authorities in their respective industries who share their insights and knowledge. They often influence others’ opinions and decisions in their field. They support brands by lending their expertise and credibility, creating trust, and providing valuable information to their audience, which can positively impact the brand’s reputation and authority.
9. Nonprofit and Cause Advocates:
Nonprofit and cause advocates are influencers who support charitable organizations or social causes. They collaborate with brands that align with their values to promote social responsibility and impact-driven initiatives. They help brands engage in socially responsible activities and leverage their influence to raise awareness and support for specific causes, creating a positive image for the brand through association with meaningful initiatives.
Let’s Wrap Up
In 2023, influencer marketing maintains its reputation as a highly effective strategy, garnering the approval of 92% of marketers. This approach to marketing delivers a notable return on investment, often doubling the impact of traditional methods.
To navigate the diverse landscape of influencers, categorization into three main groups proves invaluable: follower count, content niche, and occupation or brand affiliation.
These categories encompass a range of influencers, from Micro-Influencers to Macro-Influencers, beauty enthusiasts to social and political activists, and Brand Ambassadors to Nonprofit and Cause Advocates. Selecting the right influencer type tailored to your brand and campaign goals is essential for effective marketing, engagement, and increased brand awareness.