Digital Marketing

Different types of influencers and how to find the right one


Due to the huge success of influencer marketing, it has now become part of the marketing strategy of most of the major brands. Since the money they are making is so much more than what they are investing in this digital marketing channel, it is no wonder it is incorporated into their marketing strategies.

The most important thing to consider is choosing the right influencer. Contrary to popular belief, this is not an easy task. However, we have deciphered it for you.

Who are influencers?

Influencers are people who have gained a following on social media. They are usually viewed by their followers as idols or experts in their niche. Their rising popularity is due to the quality of the content they regularly produce, as well as the bond they maintain with their followers.

What sets them apart from traditional celebrities is that influencers share parts of their personal life with people – whatever they like.

When it comes to digital marketing, based on their knowledge of their niche and followers, influencers can actively contribute to any strategy by giving a new perspective on things.

In addition, your product or service will automatically become more credible. This, in turn, has a positive impact on your brand and helps you gain audience trust.

Different types of influencers

Influencers can be divided into different categories. Some of them are:

Bloggers and vloggers

Bloggers are among the influencers who blog and use their social media platforms to inform their readers about upcoming blogs and promote their content. Popular bloggers are considered experts in their field, and usually their audience is eagerly awaiting their next blog.

Vloggers do the same thing, but the only difference is that their content is in video format and they use platforms like YouTube to showcase it. This content can vary in length and the topics can be anything from snippets of everyday life to travel vlogs.

Reality TV Stars

Thanks to reality TV shows like Bigg Boss, certain stars who weren’t even known to the majority of the public before the show started to become household names overnight. Therefore, working with participants from the last few seasons of such reality shows can also be of great benefit to any brand or company.

Social media sensations

There are many out there who have built strong relationships with their followers by just giving glimpses of their personal life. They could make a name for themselves simply by being themselves.

These type of influencers are social media sensations and while they are not considered excerpts, they do influence people’s buying decisions. This is due to the bond they share with their followers.


These are people with dynamic personalities whose opinions are very important to their followers. In recent years, they have visited platforms like Twitter and Instagram to express their views.

Working with journalists can do wonders for a brand’s reach and reputation, provided the journalist selection matches your niche.

Micro influencers

With a follower number between 10,000 and 50,000, brands trust micro-influencers because they have a close connection with their audience. According to a survey, 88% of consumers have a tendency to buy products or services that are recommended by the type of influencer.

Nano influencers

Your number of followers is between 1k – 10k. What sets them apart is their super focused content creation to suit their audience and the fact that their engagement rate is the highest among all other types of influencers. They are perfect for small businesses because of their cost effectiveness and high quality content. Learn more about how to become an influencer.

Mega influencers

With a massive number of followers starting at 1 million, mega influencers have high visibility on social media platforms because they are very active and have a lot to do with their audience. These types of influencers are expensive, but the reach they have is well worth it.

How do I find the right influencer?

Follow the steps below to find out how to find the right influencers for your brand:

Know your target audience

To find the right influencer, you need to know your target audience. Audiences are an integral part of influencer marketing. Hence, you need to make sure you know your audience before making an influencer decision. This is a step that many brands don’t attach importance to. Don’t make this mistake. Get to know your target group as well as possible.

Set your goals

In addition to picking every influencer who works in your field, choose the right ones. To help you make the right decisions, it is very important that you clearly define your goals. Your selection will be based on the results you are aiming for.

The goals can be awareness raising, lead generation, customer loyalty, targeting, sales, etc. So, before choosing the influencers, determine your primary goals so that you can make appropriate decisions.

Determine which influencer campaign you want to run

There are different types of influencer campaigns. You need to make sure that the type of campaign you choose will help you connect with the types of influencers you want to work with.

Some of the different types of influencer campaigns are:

  • Sponsored content: Ask influencers to publish your content or create new content with your products or services
  • Discount Codes: Allow influencers to pass on discount codes for your products to their followers
  • Brand Ambassador: Work with an influencer to regularly promote your brand’s products in exchange for discounts or other perks

Do thorough research on the influencers

This research must be based on several factors:

Look for influencers in your niche

To get to your target market faster, you need to work with influencers who are pretty well established in your niche. To do this, you can set up a Google notification to let you know about industry-related terms so you can see who is creating consistent, high quality content in your space.

Find the ones who work with your competitors

Make a list of all influencers who are already working for your competitors. Since they are already interested in promoting brands like yours, they will have no problem working with you. Plus, they’re better than the influencers who have never mentioned a brand in your niche. In order to find the right influencers for you, it is better to find the ones who work with your competitors.

Make sure the influencers share your target audience

When choosing your influencers, don’t focus on whether or not they belong to your industry. If they target the same audience as you, work with them as your primary goal is to get your word across to your target audience. In fact, it could work even better as you reach a wider audience as your industries are complementary to each other.

Understand the influencer’s reach

The authority or reach of your influencer is also very important when making a decision about which influencer to choose. Some factors that will help you rank are:

  • Number of followers
  • Engagement rate
  • Quality of the content

Get involved with influencers

Now that you’ve ranked your top picks, you need to work on how to get in touch with them and renew the invitation to work with your brand. An easy way is to just talk to them.

Like her posts, retweet her tweets and other such things to build a relationship with them that you can build on. After you get their attention, explain your vision to them. Make them understand exactly why you are choosing them for the job and make them feel valued and respected.

Don’t make them feel like they’re just a means to an end. Make yourself comfortable and genuine so that they are equally invested in your products as well, which is reflected in the work they do for you.


In companies, it’s about creating good and sustainable connections. Influencing factors are an important part of these connections as their value is only increasing in our time. Hence, it is important to understand these different types of influencers. Not only is it important to select the right candidates, but it is also important that you develop good and sustainable working relationships with them.


Jeffrey Rabinowitz