Influencer marketing is growing rapidly today. However, navigating the world of influencers can be a bit tricky. With the different types of influencers across various niches in social media, it’s crucial for brands to choose the right fit to get the most out of their marketing efforts.
Here in this article, we dissect the 5 types of social media influencers you’ll find on social media. And we’ll even assist you in determining which one is best for your campaign objectives!
1. The Flexer
“Here’s my morning routine. featuring four skincare brands and a Lamborghini.”
The Flexers typically have an extravagant lifestyle. With glittering products, high-end cars, and fashion brands, their material is designed to impress.
Their feed can consist of them traveling to different places that are aesthetically pleasing. This type of lifestyle makes them aspirational, even if not always relatable.
Most of their posts are sponsored, and this might not always come across as sincere, and they tend to jump from one brand to another.
However, they can be perfect for brand awareness and reaching a massive audience (e.g., fashion, lifestyle, luxury).
The downside to them brand hopping is that the audience don’t really trust the recommendation that comes from them.
Therefore, this type of influencer is suitable for brands that are looking to make themselves more familiar in front of an audience, even if they don’t actively engage.
2. The Reviewer
“Two weeks of using it. My sincere thoughts alone.”
The reviewer lives for honesty. They share true, detailed reviews on products, whether they adore them or not.
People believe in what they have to say because they know they share nothing but candid responses, no matter if their comment isn’t good.
This type of influencer is important for businesses that are looking to build trust for their brand, especially for new product releases. Due to their honest review, it can build conversions for the long term.
However, this only holds for businesses that hold a high value; be ready to receive genuine critique (alongside a loss for your company’s reputation).
3. The Ghoster
Last post? Two years ago. Replies? Crickets.
The Ghoster has large follower numbers, but their engagement is practically nonexistent.
They may have been popular in the past, but if their content is outdated or inconsistent, their audience has likely moved on or even forgotten about them.
Even if they did appear on the feed, the audience no longer feels relevant or worth engaging with. The connection is lost, and so is the influence.
This influencer does not serve benefits for the brands. Therefore, be cautious if you see those with large followers but lacking in posting content. There’s no guarantee you’ll see any results.
4. The Hidden Gem
5K, or even 10K followers, but they listen.
These influencers might not have a lot of followers, but their followers are niche, extremely engaged, and loyal.
These micro- or nano-influencers might not be the best for mass reach, but they can deliver spectacular results when it comes to conversion and brand loyalty.
Brands that are looking to do targeted campaigns, niche products, and B2B/B2C marketing are the best fit.
Due to their niche and interesting content, their fans care a lot, so their endorsement counts.
5. The “Saya Nak Honest Review”
“Hey, send me some free products to review.”
These are not real influencers; they simply want freebies. They may or may not review something, and their “reviews” don’t typically make an impact.
These are the ones sliding into your DMs with no real platform or strategy behind what they’re saying.
These are the kinds that are good for nobody, and they should be avoided at all costs. Why? Because they do not pay any return on investment.
So… Which Type of Influencer Is the Right Fit?
The influencer most appropriate for you. campaign depends on your marketing goals.
Here’s a brief rundown to help you make the correct choice:
- Building Brand Awareness: The Flexer (if their style fits your brand)
- Building Trust: The Reviewer (for authenticity and credibility)
- Creating Sales or Leads: The Hidden Gem (they convert followers to buyers)
- Wasting Budget on the Incorrect Audience: Freebie Hunters and Ghosters (avoid these at all costs)
The secret is to choose influencers whose audience aligns with your brand values and campaign objectives. You don’t need influencers with the most followers; you need the correct followers.
Looking to run an influencer campaign that actually delivers?
