Different Types of Major Influencers And Their Niche Communities
“More than ever now, people are rewarding the niche,” said Charli XCX in a recent interview with the Guardian.
Influencer marketing strategies have followed suit, shifting from brands solely focusing on characteristics like audience size - ie. macro and micro influencers- to a more nuanced and specialized landscape.
Below are some influencer categories that have grown recently. By leveraging these categories and diversifying influencer partners, brands can craft more effective and authentic marketing strategies that can drive deeper connections with their audiences.
Celebrities - The original influencers, celebrities continue to hold a powerful place in marketing due to their widespread recognition and broad appeal. However, their role has evolved beyond just product endorsements; they now often participate in creating authentic, long-term brand partnerships.
Athletes - We have seen a rise in athletes as influencers after the NCAA ruling in 2021 and also with the cultural interest in sports as community drivers (i.e. run clubs for meeting friends). Their influence extends beyond sports fans, reaching lifestyle, health, and fitness enthusiasts.
Journalists - Journalists have begun to harness the power of social and become influential voices themselves - particularly in thought leadership and B2B spaces. Their credibility and authority on various topics make them trusted sources of information, which can be leveraged for more informed and impactful marketing strategies.
Activists - Activists are increasingly recognized as influencers who can shape public opinion and mobilize communities around social, environmental, and political issues.
Live Streamers - Live streamers, particularly on platforms like Twitch and YouTube, engage audiences in real-time, fostering a sense of immediacy and connection. Their influence is strong in gaming, tech, and entertainment industries, where real-time interaction enhances viewer engagement.
Podcasters - Podcasters have carved out a unique niche in influencer marketing by engaging audiences through long-form, often intimate content. Their deep dives into specific topics allow brands to connect with highly engaged and loyal listeners.
Experts - Experts and authoritative figures, such as doctors, scientists, and industry leaders, are influential in niche markets where trust and expertise are paramount. Their endorsements carry significant weight, particularly in industries like healthcare, technology, and finance.
Creatives - Creatives, including photographers, designers, and artists, influence through their unique visual and conceptual work. Brands collaborate with creatives to develop innovative content that stands out and appeals to aesthetically-driven audiences.
Bloggers - Bloggers remain influential, particularly in SEO-driven campaigns and content marketing. Their long-form content allows for in-depth product reviews, tutorials, and thought leadership, which can drive both traffic and conversions.
Virtual Influencers - Because of the rise in AI there has been an increase in virtual influencers who offer brands a futuristic and highly controlled way to engage audiences. From AI supermodels to fashion bloggers and musicians, the possibilities for expansion amongst the virtual influencer market seem to be limitless.
Employees - Employee influencers are an emerging category where companies leverage their own workforce as brand advocates. This approach not only humanizes the brand but also builds trust, as consumers often value insights from those who work within the company.
B2B Influencers - B2B influencers are often industry experts or executives, help shape the opinions of decision-makers and are instrumental in driving B2B sales and partnerships. LinkedIn has seen a huge increase in B2B influencers and is predicted to grow.
