Influencer

What is an influencer?

An influencer is a content creator with a sizable, engaged audience who has the power to shape consumer behavior and brand perception through their online presense. Influencers typically have a dedicated following on a few social media platforms, where their opinions and recommendations are trusted by their followers. These creators range from those with massive followings to smaller, niche influencers (usually referred to as micro-influencers) who engage deeply with their communities. The key to being a successful influencer lies in the trust and credibility they’ve cultivated with their followers.

What is influencer marketing?

Influencer marketing is when you partner with an influencer to promote your brand and its products. Usually the partnership involves the influencer generating marketing content, building brand awareness, or improving sales in exchange for a flat rate, a commission for their sales, free products, or a combination of the above three– all things usually which is delineated in their media kit.

For example, if you’re a fashion brand, you might collaborate with an influencer like Kate Hutchins who creates content around outfit inspiration.

Who qualifies as an influencer?

Influencers don’t necessarily need to have millions of followers. The key factor is their ability to influence their audience’s behavior, particularly in making purchasing decisions. What matters most is the trust and credibility they have built with their audience, which translates into engagement.

For instance, Lauren Mae, an influencer with 18.1K followers on Instagram and 118K subscribers on YouTube, may not have a massive following, but her audience trusts her reviews and is likely to act on her recommendations. This illustrates that influence isn’t just about numbers but about the genuine connection and trust an influencer has with their audience.

Influencers are typically categorized by their follower count:

• Nano-Influencers (1,000 to 10,000 followers)
• Micro-Influencers (10,000 to 100,000 followers)
• Macro-Influencers (100,000 to 1 million followers)
• Mega-Influencers (1 million+ followers)

Is influencer marketing worth it?

Absolutely. Influencer marketing has become a powerful strategy for brands looking to reach a large, engaged audience. In fact, CreatorIQ reported that 55% of TikTok users trust a brand more when it's shared by a creator. This trust can lead to greater brand recognition and access to new audiences that might otherwise be difficult to reach.

Additionally, a survey by Izea found that more than half of the respondents had purchased a product because they saw a social media influencer using it. 

These statistics highlight the effectiveness of influencer marketing for brands and businesses of all types.