What is an influencer?

Although the majority of people may think they know what influencers are, they may not know the specifics that define them. An influencer is generally a person with a notable audience, creating influence through partnerships with brands or organizations that share their stories. 

Types of INfluencers

Sometimes it is tricky to figure out what type of influencer one of your favorite TikTokers is. Here is some information from the PR Principles: Current. Proven. Practical. Textbook by Jamie Ward and Alisa Agozzino, paired with some real-life examples to help you better understand.

Mega-influencers: Person, typically a celebrity, who has a social platform with more than 1 million followers. Brands choose these types of influencers since they have a larger reach and exposure, but also are harder to reach since they are so well known.

Example: Kim Kardashian with 354 million followers on Instagram.

Macro-influencers: Person with 40,000-1 million followers on a social platform. Typically, people have built a reputation as an expert in their field. Offers a substantial reach within a specific community, with a price tag that may be costly, but is less than that of a mega-influencer.

Example: Skylier M. a hairstylist on Tiktok with 108.8k followers

Micro-influencers: Person with 1,000-40,000 followers on a social platform that have become known for their knowledge or skill in a particular area. Provide the most genuine content for their following, and in turn, offer brands a tailored audience. They have high engagement rates due to their passionate following. Additionally, being more cost-effective than mega and macro influencers, this type of influencer is gaining popularity due to its audience engagement.

Example: Russ Crandall a food blogger and NYT best selling author with 35.5k follower on Instagram.

Nano-influencers: Person with a following of less than 1,000 people that have expertise in a highly specialized or hidden field. Smallest reach of all, but have strong connections with following because of personable content. They can dedicate more time to partnerships, but will only reach a specific audience.

Example: GVSU Office of Sustainability with 938 followers on Instagram.

Overall in today’s digital age influencers are the center of advertising strategy. Many brands utilize a variety of Influencers depending on what they are specifically looking for based on their expertise in a specific field that has allowed them to develop trust within their audiences (University of Fairfax, 2023).

WHy do influencers matter?

All types of influencers matter because of the unique value they can bring to a brand’s visibility. Influencers with devoted fans or household names can increase the visibility of the brands they partner with among their audience. Consumers often purchase products based on the opinions of their favorite influencers, which makes brands more inclined to collaborate with influencers. As the culture of watching advertisements on television becomes obsolete, the shift is towards influencers advertising products, featuring real-life individuals hired to showcase them, rather than actors.

DO INFLUENCERS HAVE RESPONSIBILITIES?

Yes influencers have many responsibilities when it comes to their publics. Although people may not realize it when viewing content influencers must be transparent and promote accurate information to their audience to continue to keep their trust.

Positives of influencer marketing

• Most valued type of marketing during the height of online shopping
• People look online for reviews before purchasing products
• Largest way people consume information
• In 2023 the influencer marketing industry was set to grow $2.1 billion meaning it is continuing to become larger and larger with all demographics (University of Fairfax, 2023)

Negatives of Influencer marketing

• Sometimes the quality of content weakens (Forbes, 2023)
• Brands have lack of control (Forbes, 2023)
• Influencer could post something that does not align with the brand which could damage it significantly (Forbes, 2023)

Day in my life (DIML) Social media trend

DIML vlogs are a way for influencers to share their daily activities and connect with their audience. This trend has been going on for years now because it allows others into your day. A brand that picked up on this is Dunkin‘, which partnered with Charli D’Amelio, one of TikTok’s most significant influencers at the time, to create her signature coffee order. Charli would post DIML TikToks featuring the product.

What’s next?

My prediction is that raw, unfiltered content will return stronger than ever. With Gen Z and Gen Alpha people are already seeing how raw and honest they are online. Influencers will still be crucial, but they will be less ‘polished’ and more personality-driven. Although this kind of content is seen in Alix Earle’s “get ready with me” videos, this less PR-trained tactic will help influencers gain traction by being raw, just like everyone else. 

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SOurces

Influencer marketing and why it’s important today | University of Fairfax. University of Fairfax. (n.d.). https://ufairfax.edu/influencer-marketing-and-why-its-important-today/ 

Little, S. (2024, August 13). Influencer marketing: The good, the bad and the ugly. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2023/04/13/influencer-marketing-the-good-the-bad-and-the-ugly/ 

Ward, J., & Agozzino, A. (2025, February 13). Public relations textbook: PR principles designed for today’s students. Stukent. https://www.stukent.com/higher-ed/pr-principles/