The term "influencer" has become quite ubiquitous in the online space, especially in social media marketing. What was previously being done by celebrities is now taken over by regular people with large followings on social media platforms. These individuals are called influencers, and they've founded a new branch of marketing: influencer marketing.
According to our Influencer Marketing Benchmark Report, the influencer marketing industry will be valued at $24 billion by the end of 2024. Why? Because 85% of our survey respondents believe in the effectiveness of influencer marketing.
It's important to understand that influencers are not merely marketing tools but rather social relationship assets with which brands can collaborate to achieve their marketing objectives. Let's discuss their role, types, benefits, and selection in detail.
What is an Influencer? - Social Media Influencers Defined [Updated 2024]:
- What Is an Influencer?
- What Do Influencers Do?
- What Are the Types of Influencers?
- What Is the Role of Influencers in Marketing?
- How to Approach an Influencer?
- Which Skills Are Required to Become an Influencer?
- How to Become an Influencer?
- How Much Do Influencers Earn?
- Influencer Economy for the Win
- Frequently Asked Questions
What Is an Influencer?
An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience. Influencers are usually active on social media platforms like Facebook, X, TikTok, and Instagram.
Typically, each influencer is known for a specific niche—be it fashion, travel, gaming, beauty, cooking, fitness, or any other interest area. They create content around their niche, and people who follow them are interested in that particular topic.
According to Justin Welsh, a successful entrepreneur,
"An influencer is an individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience."
For example, James Charles is a beauty influencer with a significant following on TikTok, Instagram, and YouTube. He makes content around makeup hacks, beauty tips, makeup tutorials, and product reviews. People who follow him are interested in beauty and makeup, and they trust his recommendations for products or brands.
@jamescharles this one’s gonna be a no from me I’m sorry 😭 #makeuphack ♬ original sound - James Charles
What Do Influencers Do?
Influencers do just what their name suggests; they influence people. They do so by creating content for brands, running branded giveaways, attending events, sharing personal experiences, or building a community for brands. Influencers also create a positive brand reputation online by advocating for a product or service and recommending it to their followers.
For example, Isabelle Graff, a beauty influencer, worked with Pixi Beauty to promote their products. She created a video showing a full face of makeup using only Pixi Beauty products and gave her honest reviews about them. Since she's a trusted micro-influencer, her followers are likely to buy the products she recommended.
Sometimes, influencers also encourage their followers to take action, such as buying a product or signing up for an event by sharing their discount codes. For example, Jesse James West is a Gym Shark influencer who shares his code with his followers, encouraging them to purchase Gym Shark products at a discounted rate.
What Are the Types of Influencers?
We can categorize influencers based on three factors: follower count, content type, and influence extent. Brands can select an influencer from these categories based on their objectives and budget.
By Follower Count
Types of influencers by follower count
In modern-day influencer marketing, it's not necessary to have hundreds of thousands of followers to be considered an influencer. Even individuals with less than 10k followers can be influencers. Here's how we can categorize influencers based on their follower count.
Category Follower Count Characteristics Engagement Rate Brands Who Work With Them Mega Influencers 1 million+ Celebrities or well-known public figures Low to medium Major global brands Macro Influencers 100,000 - 1 million Established influencers with a broad reach Medium Large brands Micro Influencers 10,000 - 100,000 Niche influencers with a strong connection to their audience High SMBs Nano Influencers 1,000 - 10,000 Everyday individuals with a personal and highly engaged audience Very high Small businesses or local brands
Mega Influencers
Follower Count: 1M+
Mega influencers are the most well-known and influential individuals in their industries. They have a massive following of over a million people and have established themselves as experts in their fields. Brands opt for their services when they want to reach a wide audience and create brand awareness.
Example: Addison Rae is a mega influencer with 35 million followers on Instagram.
Macro Influencers
Follower Count: 100k - 1M
Macro influencers also have a strong presence in their respective industries and can sway the opinions of their followers. Brands choose macro influencers to reach a larger audience with more targeted content.
Example: Devorah Lazar is a fashion and lifestyle macro influencer with 150k+ followers.
Micro-Influencers
Follower Count: 10k - 100k
Micro-influencers have a smaller but more engaged following. Brands usually have a micro-influencer marketing strategy to reach niche audiences, such as pet owners or mommy bloggers. According to Sidney Pierucci, Founder of ESPLMedia, micro-influencers are ideal candidates for brand reach. She explains, "Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers."
Example: Megan Armitage is a motherhood and fashion influencer with over 15k followers on Instagram.
Nano-Influencers
Follower Count: Less than 10k
Nano-influencers have the smallest following among all categories. However, they are highly engaged with their followers and can be effective in creating word-of-mouth marketing for brands. They typically cater to niche audiences and are best for hyper-local marketing campaigns.
Our Nano vs. Micro-Influencer marketing guide covers their comparison with some helpful insights.
Example: Rachel Dixon is a ''bookstagram'' influencer with almost 2,000 followers. Despite her small following, she has worked with multiple publishing houses and booksellers.
By Content Type
Types of influencers by content type
Influencers may also differ based on the type of content they make. Here are the standard categories.
Category Content Format Primary Platforms Audience Engagement Brand Use Case Bloggers Written articles WordPress and personal blogs Comments and shares Search engine marketing Podcasters Audio episodes Apple Podcasts, Spotify, Google Podcasts Listener downloads and social media interactions Audio marketing YouTubers Video content YouTube View views, comments, likes, and shares Video marketing Social Post Influencers Short-form videos or images Instagram, TikTok, Facebook, X Likes, comments, story views, shares Social media marketing and influencer marketing
Bloggers
Bloggers have been around for a long time, and they usually create written content. They use platforms like WordPress and Squarespace to share their posts. Brands can work with them to bolster their SEO and drive traffic to their websites.
Example: Brian Clark is the founder of CopyBlogger, one of the top content marketing blogs in the world.
CopyBlogger home page
Podcasters
Podcasts have become quite popular recently. Some common platforms where you can find them are Spotify, Apple Podcasts, Google Podcasts, Podbean, Spreaker, etc.
Many influencers have podcasts where they talk about topics in their established niches. They are gaining traction as a form of influencer marketing, and brands can sponsor episodes or have their products featured in a podcast. Check out our list of influencer podcasts.
Example: Gals On the Go is a fashion and lifestyle podcast hosted by Brooke Miccio and Danielle Carolan.
YouTubers
YouTubers mainly create video-based content, and they use YouTube as their primary platform to share it. They are suitable partners for brands that want to tap into the power of video marketing.
Example: The Rusted Garden is a YouTube gardening page run by Gary Pilarchik.
Social Posts
Some influencers exclusively create content for social media platforms like Instagram or TikTok. They are excellent for promoting products that require visual representation. So, businesses that have to promote a product or get the word out about their sales could benefit from partnering with them.
Example: Christine Bottross is a travel and lifestyle content creator who creates social posts for brands.
By Influence Level
Types of influencers by influence level
Some influencers have more influence than others, and it's not always dependent on follower count. These people already have a great reputation in their niche, which helps multiply their influence. There are two types of influencers based on influence level.
Category Primary Influencer Area Follower Engagement Credibility Basis Platforms Content Type Celebrities Lifestyle, entertainment, broad appeal High visibility but usually low engagement per post Fame Social media Endorsements and personal life updates Opinion Leaders Niche markets and specific industries High engagement due to the trust factor Knowledge and expertise LinkedIn, webinars, and blogs Educational content and industry updates
Celebrities
Think Beyonce promoting a product during the Super Bowl or Kim Kardashian promoting makeup on her Instagram. Celebrities have millions of followers and bring in massive amounts of attention and engagement for brands.
Example: Bella Hadid is a model with over 61 million followers on Instagram.
Opinion Leaders or Industry Experts
What if Bill Gates told you which computer brand to buy or Warren Buffet suggested a stock to invest in? The opinions of these influencers hold significant weight regardless of their social media follower count. They're usually very selective about their partnerships but can build immense trust for a brand.
Example: Dan Fletcher, CFO of Planful, is a SaaS and finance thought leader.
What Is the Role of Influencers in Marketing?
Influencers have an important role to play in marketing today. Todd Cameron, a marketing executive, explains their role perfectly by saying,
"Influencer marketing is the first real consumer-driven marketing channel. It's real people talking to real people."
Here's how that helps brands.
Increase Brand Awareness
The most common way influencers help brands is by increasing their brand awareness. When an influencer recommends a product or promotes it, their followers are likely to check it. Tamara McCleary, CEO at Thulium, explains,
"A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans."
An example of a brand that does this is Hello Fresh. The meal kit delivery company partners with influencers to let their followers know about their service and how it can benefit them.
@hellofresh #HelloFresh is here to save the day 📦💚 @Ms Shi & Mr He ♬ original sound - HelloFresh US
Increase Revenue Generation
Influencers also drive sales for brands by promoting their products or services. Our guide on influencer marketing ROI explains this concept in detail.
Michael Kuzminov, Chief Growth Officer (CGO) at HypeFactory, also explains how influencers accomplish this,
"By leveraging the trust-building prowess of influencers, capitalizing on cost-effective strategies and embracing adaptability, businesses can tap into this dynamic approach to drive sales, engage audiences and forge lasting connections in an era of economic unpredictability."
For example, BenQ, a technology company, collaborated with over 30 influencers in partnership with the Influencer Marketing Factory to generate sales for its portable projector.
BenQ campaign influencers
Amplify Marketing and Product Launch Campaigns
According to Rand Fishkin, Founder of Moz,
"An influencer promoting and amplifying your message, your brand, to their audience means credibility. It means additional reach, and it means you get an outsized modifier to the conversion process."
Brands often work with influencers when launching new products to generate buzz. Similarly, influencers may help amplify marketing campaigns by creating and sharing branded content, including product reviews and giveaways.
Take Rhode Skin as an example. The brand works with beauty influencers to introduce its new products, such as blushes.
Reach Niche Audiences
Brands tend to work with micro and nano-influencers to reach niche audiences. For example, a macro beauty influencer will have generic beauty content that caters to a broad audience. However, if a brand creates products specifically for skin concerns like rosacea, they'll likely work with a smaller influencer who either has rosacea herself or has an engaged audience with similar concerns.
For example, Nigel Seeb is a nano-influencer who shares content around his passion for traveling and coffee. He is also vocal about LGBTQ+ rights and has collaborated with Lyft on their Pride Month campaign.
How to Approach an Influencer?
There are a few ways brands can find influencers.
- Influencer Platforms: An influencer platform is like a hub that connects brands with influencers. Brands can filter influencers based on content type, audience, follower count, location, and other factors. Check out our guide on influencer marketing for creators for more.
- Influencer Marketing Agencies: Brands may also reach out to influencer marketing agencies and let them handle the entire process, from finding the right influencer to managing the campaign.
- Social Media: Many brands follow specific hashtags and browse through social media platforms to discover potential influencers.
- LinkedIn: Brands looking for thought leaders and industry experts find them through LinkedIn.
Brands can approach influencers themselves or through intermediaries, such as a marketplace or agency. In most cases, a DM or email works. Some influencers have agents or managers, so brands can communicate with them instead.
What to Offer Influencers: Creating an Engaging and Appealing Offer for Influencers
What you offer an influencer depends on your budget and end goal. For example, as a small business, you may not have enough resources to pay an influencer thousands of dollars. So, you can send them your product or offer your service for free. Check out our guide on product seeding to learn more.
Here are some other options you can offer influencers:
- Commission-based Pay: You can negotiate a commission for every sale that comes in through the influencer's code. It's a win-win situation for both parties.
- Sponsored Content: Brands pay influencers to create and publish sponsored posts on their social media platforms. It could be a simple shoutout, product review, tutorial, or influencer takeover.
- Brand Ambassador: For brands that want to foster long-term relationships with influencers, they can offer them brand ambassadorship. These influencers then create content regularly as a part of the brand ambassador program.
- Exclusive Access: Some brands offer exclusive access to events or products for influencers as part of a collaboration. For example, Topicals, a skincare brand, took influencers on a trip to Bermuda. The influencers had to create content for the brand during the trip to feature their product in the picturesque tourist location.
Which Skills Are Required to Become an Influencer?
The good news is that you don't need any formal education to become an influencer. As for the skills, you can develop them over time. Here are the ones you'll need.
Content Creation Skills
This one's a no-brainer. Since you'll be creating content on a regular basis, you should be adept at it. Some skills in this regard include photography, videography, writing, editing, storytelling, and so on.
Pinterest and fellow influencers' profiles can offer quite a bit of inspiration. Additionally, you should be proficient in basic content creation tools like Capcut and Canva. Learn from YouTube tutorials and in-platform guides. Also, learn how to maximize your social media account's features and analytics.
Marketing and Communication Skills
Communication is obviously key in any type of marketing, including influencer marketing. Kamiu Lee, VP of Strategy at Bloglovin, says,
''Savvy influencers know to treat their following like their closest friends — and build trust with their audience. It is because of this relationship that influencer marketing, when executed correctly, works to affect purchasing behavior, particularly for the younger generations.''
Communication skills like public speaking and networking also come in handy. You should also hone your marketing skills, such as data analysis, SEO, branding, and social media marketing. For example, as a TikTok influencer, you should know how to set your aesthetic, measure content performance, plan campaigns, and engage with your followers.
Interpersonal Skills
Influencers have to work with two parties: brands and audiences. For the former, they need networking and negotiation skills to pitch their ideas and negotiate contracts. As for the latter, relationship-building is the way to go. For instance, you must respond to comments and DMs in the same tone as the rest of your content. Our social media community management guide will be of help to you.
Influencers also have to be team players. Often, brand collaborations include multi-influencer campaigns and trips. During these events, influencers have to work with their fellows towards a common objective.
How to Become an Influencer?
Some people are swept into the influencer life through virality. Khaby Lame, an influencer with over 163 million followers on TikTok and 81 million on Instagram is a good example. He used to make funny videos, which gained massive traction in Italy, and eventually, he built his brand from there.
However, for most people, it takes time and deliberate effort to become an influencer. Here's a step-by-step process on how to become an influencer.
Find a Niche
First step: choose a niche. It could be something you're good at or interested in. For example, if you're the designated chef at family gatherings because of your worthy-of-passing-down-generations recipes, cooking could be your niche.
Your niche can also be something you're passionate about, such as travel or fashion. It may be something you studied at college, like finance. For example, Humphrey Yang is a finance YouTuber because of his past expertise as a financial advisor.
Post Content
After selecting your niche, start posting content around it. For example, if your niche is gardening, start with basic planting and maintenance tips. You can also create a series on different gardening techniques or show your own garden transformation. Look for social media post ideas on other influencers' pages. Trending hashtags also hint at what people are interested in.
Another way to post content is through trends and challenges. Many TikTok influencers like Charli D'Amelio rose to fame through dance challenges. Similarly, on Instagram, there are trends like "What I eat in a day," where influencers share their meals and recipes.
For example, Karissa Dumbacher, a food influencer, created a video on what she ate in a day while working on a cruise. This type of content, even if not exactly niche-related, helps build a connection with your audience. Check out our Instagram post ideas for inspiration.
Helpful Tips
Here are some handy tips to make your content visible.
- Complete your profile bio so your audience knows what type of content to expect.
- Post consistently. Social media algorithms favor creators who post regularly.
- Be authentic, and show your personality rather than stealing someone else's content ideas.
- Add hashtags to your posts for higher visibility.
- Engage with your followers through comments, DMs, polls, and story replies.
Create a Strategy
Once you start getting followers and engagement, create a strategy for your account. For example, you can create an editorial calendar to plan your content in advance. We have a list of social media calendar tools that can help you with this.
Check your social media analytics to determine which type of content does the best. Plus, ask your audience what they want to see more of. If you need help, hire a freelance editor or social media manager to assist you.
Try to stay ahead of your posting schedule so that any unseen events do not affect your content flow. Schedule your content in advance using one of the free social media scheduling tools in our list.
Build a Community
Community building simply means not letting your followers feel like they exist in a vacuum. Instead, make them feel heard. If they ask something in the comment section, respond to them. Hop on live streams for real-time chatting or put up a Q&A session on your stories.
Steph Hui, a fashion influencer, does a good job of this. She responds to the top comments to keep the conversation going.
You can also work with other creators and collaborate on content together. It helps broaden your community since you get exposure to their followers, and they get exposed to yours.
Check out our selection of community building tools for inspiration.
Work With Brands
You've finally reached the fun part. After your profile has gotten decently active, you can reach out to brands yourself. Don't go on a blasting spree, though. Work with brands that your audience relates to and would be interested in.
Most brands, particularly startups, have a set budget for influencer marketing. The amount of it they plan to spend on you will depend on your reach and influence. Some common ways in which brands work with influencers are PR gifting, sponsored posts, guest posts, brand trips, giveaways, and product releases.
For example, Steph Hui is an Olaplex partner. She shares content about their products and how to use them in your hair care routine.
Similarly, she gets invited to brand events, too. For example, Oscar De La Renta invited her to their pre-spring 2025 show. They also dressed her up in their collection and styled her for the event.
She also gets PR gifts from brands like Maison Margiela Fragrances, which she posts about on Instagram and TikTok. The point is that there's more to working with brands than just sponsored posts. It's up to you to build yourself to that level.
How Much Do Influencers Earn?
How much an influencer earns depends on the following factors:
- Follower Count and Engagement: Influencers with more followers and higher engagement levels charge more per post than their smaller-account counterparts
- Project Type: One-time or smaller projects like sponsored posts or gifting will pay less than larger projects like brand partnerships or ambassador programs
- Niche: Influencers in certain niches, such as beauty or fashion, tend to earn more than those in other industries due to the high demand for collaborations in these areas
- Negotiation Skills: The ability to negotiate rates with brands can also impact an influencer's earnings.
- Brand Size: Smaller brands don't have the same budget as larger, established brands, so they may offer lower rates. Our Influencer Marketing Benchmark Report found that over 47% of brands spend under $10k on influencer marketing, while almost 21% spend anywhere from $10k to $50k.
How much brands spend on influencer marketing
- Product Type: Certain types of products, such as luxury or high-end brands, may also bring in higher payments for influencers.
Our detailed guide on how much creators make covers creator earnings by audience size, engagement, and industry. Alternatively, you can use our Instagram Money Calculator or TikTok Money Calculator to estimate your earnings.
Influencer Economy for the Win
Going forward, brands will spend more on influencer marketing, as over 59% of our survey respondents reported increasing their budgets. In such a landscape, influencers can command higher earnings. The influencer economy is constantly expanding, creating more opportunities for creators.
We've covered the basics of becoming an influencer and how much you can earn. Learning from the types of influencers we've mentioned, you can monetize your online presence even with a few thousand followers. We have covered the examples of quite a few influencers in this guide whose growth trajectory and content strategy you can emulate for your own success.
Frequently Asked Questions
What is an influencer?
As we have established in this article, an influencer is someone who has:
- the power to affect others' purchasing decisions because of their authority, knowledge, position, or relationship with their audience,
- a following in a distinct niche, with whom they actively engage. The size of the following depends on the popularity of their niche.
Influencers in social media have built a reputation for their knowledge and expertise on a specific topic.
What does an influencer do?
Contrary to the popular belief of some, an influencer is not somebody who spends all their time on social media, taking selfies and trying to sound important. Influencers have to genuinely influence the behavior of their followers. They have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views.
How many followers do you need to be an influencer?
The number of followers you need to be an influencer very much depends on the niche in which you operate. Mega influencers have many followers on their social networks, often more than 1 million followers on a platform. People with followers in the range between 100,000 and 1 million followers on a social network are macro-influencers. Most influencers are micro-influencers with between 10,000 and 100,000 followers. In really specialist niches, you have nano-influencers with between 1,000 and 10,000 followers.
How does an influencer get paid?
This depends on the social platforms where the influencer operates. Some of the common ways influencers get paid are:
- Affiliate marketing
- Display advertising
- Sponsored posts / images / videos and brand campaigns
- Courses, subscriptions, and eBooks
- Photo and video sales
- Acting as brand representatives or ambassadors
- Payments to a Patreon account for exclusive content
- Co-created product lines
- Promoting their own merchandise
Influencers have both reach and influence on their audience. This makes an ideal situation for brands trying to reach a matching target audience.
Do influencers pay for followers?
While some people undoubtedly pay for followers online, genuine influencers don't have to. Indeed, you should treat any evidence of any more than a few fake followers as a tremendous red flag. Alright, many large celebrity accounts have their share of fake followers, created by bots without the celebrities knowing. They wouldn't have paid for these fake followers – the bots prowl on celebrity accounts to look credible. However, real influencers with more manageable follower numbers check that the bulk of their followers are genuine.
