Influencer

What is an influencer?

A influencer it’s a person who has credibility in social networks or the blogosphere and that it can “influence” the opinion of large groups of people.

Generally, influencers they are experts on a topic or consistently develop a line of content, making them individuals recognized by an audience with whom they share common interests.

The term influencer is an anglicism and a neologism that the Royal Spanish Academy does not yet recognize. However, in Spanish the word “influencer” is used as a translation.

The influencers they are a digital phenomenon typical of the massification of blogs and the appearance of social networks (Facebook, Twitter, Instagram, among others).

Its potential, in commercial terms, has turned out to be attractive for various brands and companies, since they can connect with their target audience through marketing strategies that include people with presence and popularity in digital environments.

Types influencers

The influencers they can be classified according to their number of followers, the area of ​​expertise or the type of content they develop.

influencers according to your number of followers

There are several criteria regarding the figures, but in general terms they are classified as follows:

  • Micro influencers: they have between 5,000 and 25,000 active followers.
  • Little ones influencers: between 25,000 and 200,000 active followers.
  • Large influencers: between 250,000 and one million active followers.
  • Macro influencers: between 1 and 7 million active followers.
  • celebrities: over 7 million active followers.
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In addition to the number of followers, the percentage of engagement, which refers to the level of commitment that is generated between the influencer and his fan base.

This data is calculated taking into account several factors, such as the number of comments on a post, the number of times said post has been shared or saved, the number of likes o Likes, among other variables.

In recent years, brands and advertising and marketing companies that work with influencers have refined their selection criteria, considering that there are currently mechanisms to artificially increase the number of followers.

There are companies specialized in the creation and sale of fake users, generated from millions of fake email accounts, and sold in batches (500 followers, 1,000, etc.). Its accessibility in economic terms means that many people have resorted to this irregular mechanism to increase their follower base in a non-organic way.

When this happens, it translates into low or sometimes null percentages of interaction (comments, likes, shares, etc). And since most of the followers are not real or do not point to the segment of interest of the brands, the strategies fail because there is no conversion (no sales are generated).

Hence, although the number of followers is still considered a relevant criterion, many brands and companies have fine-tuned the mechanisms to detect influencers with fake followers, also known as influencers fake

see also Fake

influencers according to your subject area

Although there is an almost infinite variety of topics in the digital world, influencers most popular are in the following areas:

  • Make-up: professional makeup artists or stylists who share tips about their area.
  • Trips: people who travel and make recommendations on places to visit and stay.
  • Gastronomy: chefs, baristas, barterders or others who share details of their profession. They can also be ordinary people who love food and became popular sharing content on the topic, such as recipes or recommendations for places to eat.
  • Maternity/Paternity/Parenting: mothers, fathers or specialized personnel who share information of interest, advice or daily anecdotes on these topics.
  • Wellness/Fitness: sports trainers from different disciplines who share routines, healthy recipes or show the progress they have made in their body as a result of their training.
  • Fashion: people linked to the fashion industry, or with an interest in this topic, and share advice and data on trends and good dress.
  • Health: specialized medical personnel who share scientific information about their area of ​​expertise and/or health advice.
  • gamer: They share the characteristics of a video game, their experience playing it, as well as news about the industry.
  • Entertainment: actors, singers, entertainment personalities.
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influencers in marketing strategies

Once a person has become influencer By creating a real audience interested in your content, the next step is usually to monetize your convening power. This can be done by creating your own products, or establishing commercial alliances with companies and brands.

Some of the most common strategies are sponsored posts, in which the influencer makes a review (in text, audio or video) about a particular product and for which he receives some type of payment, be it monetary, receives the mentioned products as a gift or any other method previously established between both parties.

In these cases, it is considered good practice to clarify that it is a sponsored post, or that advertising is being done.

Another common strategy is invitations to events. Brands invite a influencer so that it generates content about the event (post, live broadcasts, interviews) and shares it with its followers.

Collaborations are another way to include a influencer in a marketing strategy. In this case, the person contacted will help create or improve an existing product, which will bear their signature or authorship.

A very common example is collaborations between artists and clothing or shoe brands. The artist (singer, actor, designer) creates a clothing collection or shoe model for a particular brand that is responsible for producing and distributing the product.

See also: