How Many Types Of Online Influencers Are There?
Online influencers have become integral to every company’s marketing strategy in Nigeria and across the global entertainment and business industry. Before the social media boom, companies developed brand equity in the marketplace by positioning themselves higher in the minds of consumers by offering added value. They also built brand equity through secondary associations, such as celebrity endorsements. Celebrities are global figures; when consumers love them, those feelings are transferred to the company working with them. However, now companies favor working with online influencers.
While profitable for companies, many people think the online influencer industry is surface-level. If someone has an online following, they can be an influencer, right? While this is partially true, it’s not the whole story. There are many types of online influencers, each offering companies different advantages and disadvantages.
Different Types Of Online Influencers In Marketing
When it comes to the different types of online influencers, it depends on the platform and content. For example, book influencers are a new genre that has emerged on platforms like TikTok over the last three years. Social media influencers have caused spikes in eBook sales since 2020, and as PIA highlights in their blog piece, book influencers read and review books for their followers. These online influencers are often used for advertising PR events and book launches.
There are also Instagram influencers who post attractive lifestyle photos and are used by retail companies to promote products like clothes and makeup. Some examples of Instagram influencers from Nigeria include Temiloluwa Otedola and Nikki Thot.
It’s interesting to note that there are labels assigned to online influencers depending on their followers. For example, there are nano, micro, macro, and meta influencers. Nano influencers have between 1k to 10k followers and tend to have a high engagement rate. That makes them good choices for startups and SME businesses. Micro-influencers, however, have between 10k and 100k followers, and they often work with brands in a specific industry, such as fashion or makeup.
Macro influencers are individuals with between 100k to 1 million followers, and they are considered social media celebrities. These are the individuals that help companies build brand awareness. Lastly, there are mega influencers. Mega influencers have over 1 million followers and tend to only partner with large brands with significant marketing budgets enabling them to work with them. Examples include Charli D’Amelio, whom Distractify states boasts 51 million followers on Instagram after getting her start on TikTok.
Years ago, the entertainment industry in Nigeria and the rest of the world was full of high-profile celebrities known for their movies or hit singles. Today, much of the entertainment industry is composed of social media stars. Online influencers play a significant role in marketing campaigns, but it helps to know the different types as each plays a role differently. Working with macro influencers has proven more beneficial if brands want to build awareness. However, if a company has millions of ad spend available, mega influencers are the more likely choice. It also depends on the company’s objectives. For instance, publishing houses like Random House are better off working with book influencers on TikTok, while retail brands can benefit more from working with Instagram influencers.
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