Influencers are creative content producers who have become celebrities online. They’re social media-savvy, frequently Millennials, original voices who use digital media platforms to develop and promote their personal brands. Marketers are partnering with them to infuse personality into their brands, and to generate interest, particularly among younger consumers. Working with influencers helps marketers:
This represents an opportunity for marketers to engage with known and up-and-coming influencers to launch new products and work together to create engaging content.
Who are these influencers?
There are three distinct categories of influencers, determined by tenure, social following and monetization goals.
- Newbies are those who have recently started experimenting with content and creative styles; heavily influenced by already-popular content.
- Rising Stars have learned what resonates with their audience; they have refined their content, are beginning to stand out among creators and are a step away from seeking to monetize.
- Socialites have a name or persona that has crossed over into the pop culture consciousness beyond social media. They have a more nuanced understanding of audience thanks to analytics tools and are able to live off of their craft.
In many ways, influencers are the gatekeepers to millions of high-quality impressions. Consumers trust influencers, and influencers pride themselves on quality and honesty. When a brand message works with an influencer the result is tremendous growth. Learn more about how to work with influencers in our study.