Four Types of Influencers for Your Influencer Marketing Campaigns

One fills people’s minds with incredible discoveries and evidence of life in other worlds and helps to imagine lives that you can only dream of others teach scientific facts.

But do we need to make a difference when it comes to influencing marketing campaigns? Probably not enough. Which usually means that we don’t choose the right influencers for our audience.

Knowing these differences in partnership with an influencer or simply discussing your creation can help your company to define goals, activities, and measures of success for the relationship.

Types of influencers

To better define and understand the different types of influencers, I looked beyond my experience to offer something more reliable. The academic study of influencer marketing is just beginning, but there is some research knowledge to be learned.

  1. The Snooper. It is the first to adopt social media sites whose involvement revolves around the platform’s pleasure in creating and sharing content. They play on social media as a hobby or passion and focus on building an audience there. (Although, in my experience, this type of influencer generally does nothing with the audience other than celebrating the platform itself.) It’s good to show others how to get the best out of one network or another and often venture into promoting content, as well as “how” to do this or that.
  2. The informant. This segment of influencers focuses on sharing knowledge. It fills in the gaps left by traditional experts who have not switched to social media or who do not seem enough in our new media world. If you are willing to accept that gossip is “information”, Perez Hilton has become known as a whistleblower. Hollywood entertainment and gossip were not on social media when they first appeared. Fill the emptiness. Robert Scoble and Leo LaPorte also filled the void for tech-savvy social media audiences when executives or experts from Sun, Oracle, HP, Apple, and other social media saw this as a whim.
  3. The artist. As you might expect, entertainment influencers consider themselves “fun, fun, and relaxing” for the audience. They offer their fans a good time with humor, theater, music, art, or just a glimpse of their daily lives, usually with a personal touch. Research also shows that while they seem to be a very engaging person, they often have people behind the scenes helping them create quality content. If you don’t believe in gossip as an “information” statement, Perez Hilton belongs here. But it will be people like one of my favorite influencers, Tiffany Mitchell (Tiffany). She shares a lot of her personal life and inspires people with her style and design, but she is less a content provider than typing.
  1. The infotainer. The intersection of whistleblower and entertainment is arguably the biggest and most powerful type of influencer for mass consumers. These people are usually well-informed experts in their field; however, the entertainment value of your content takes precedence. Its one thing for Revivals vintage blogger Mandi Gubler to give people the steps she used to create her cousin’s nursery; another is to make great videos of the revelation, which makes the experience fun. Remember, these are four very broad categories. There were almost always gray areas. An informant can also be educated, or a listener can become an informant. But classifying the types of influencers you work with and understanding the differences can help you optimize your influencer campaigns.

How Categories of Influencers Help Your Brand

The main reason why you need to somehow understand and rank your influencers, even if they are not the four that Gross and von Wangenheim developed, is that your decision-making will be more informed.

Categorized influencers mean…

  • Your content requests will be more relevant. Giving artists a lot of ideas on how to create the content will simply cause them and their audience to lose. This is not what they do, nor is it why people follow them.
  • Your calls to action will be more effective. Waiting for Snoopers to get people to download their financial efficiency white paper on financial software is not going to work. Ask them to ask your followers to follow you on LinkedIn because you give them good advice on how to use financial software.
  • Your expectations regarding the impact on your KPIs will be better managed. Entertainment-motivated influencers are expected to entertain. The click-through rates and conversion rates you can expect from them will not be as high as whistleblowers, who can add “ See Company X Practice Guide ” at the end of your command listing for a specific project.

Rate your influencers your way

Regardless of how you divide your influencers, add a layer based on the types of content they offer and the audience with which they interact. This will help you choose the right influencers for the right types of posts and businesses that you use. It also helps you choose the right types of content to play or create.