An Influencer is a social media figure with the ability to impact the purchasing decisions of their followers due to their authority, knowledge, or relationship with their audience. Influencers typically have a significant following across platforms like Instagram, YouTube, or TikTok, and brands collaborate with them to promote products and services in an authentic, engaging manner.

Why it’s important: Influencers offer brands a direct line to engaged, loyal audiences, making them a valuable marketing asset. They help brands build credibility through trusted endorsements, and their content often generates higher engagement rates than traditional advertising.

Types of influencers:

• Mega-influencers: Over 1 million followers, typically celebrities or well-known personalities.
• Macro-influencers: 100,000 to 1 million followers, influential but not necessarily celebrities.
• Micro-influencers: 1,000 to 100,000 followers, often specializing in niche markets with highly engaged audiences.
• Nano-influencers: Less than 1,000 followers, with an intimate and very specific audience, often yielding high engagement rates within their niche.

Brands choose influencers based on their target audience, content style, and the level of engagement their posts generate.