Influencers influence a wide variety of followers and get them to listen, to engage with the content and this has been leading the brands to achieve their sales. Brand awareness definitely has a chain effect on the sales and visibility on a longer cycle. But what do you do when your brand isn’t well known by the public? When you know that your product is good, but the traditional methods don’t work in pushing your brand to the public. This is where influencers come in.
We are talking about picking the right influencer for you – i.e. someone who not only has a decent-sized following but who also has an engaged following that fits your brand – can be invaluable to your content.
Every brand looks at the number of followers, trustworthiness and other offerings by the influencer before hiring for a campaign. Let’s talk about one of the important aspects in the list: categories of influencers. How do you know if a particular type of influencer is well suited for your campaign?
Here’s a list of categories of influencers that will come in handy while picking them.
Let’s pick the obvious one first. Movie stars probably started the initial stages of traditional influencing. They have been so influential in the country that they have reached important positions like being a politician or even as high as becoming the chief minister of a state. These top-tier influencers are highly sought and constantly approached by brands of fashion, beauty, tech, and lifestyle.
They are definitely on the expensive to work with and regardless of the cost, their demand never goes down due to their incredible result delivery. They are ideal for making brands as household names. A prime example would be Shahrukh Khan endorsing Big Basket.
We have already written a blog on Sportsmen as Influencers which shows how big an industry this has been tapped into. Their cost range equals or sometimes topples over movie stars giving equally excellent results. They are constantly talking about lifestyle, fitness, food and energy drinks brands.
Have a look at Virat Kohli’s paid partnership with Puma India where he talks solely about shoes.
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Hours at the nets. Hours at the gym. Hours with the design crew at @pumaindia! 😁 I'm someone who needs to put in a 100% in preparation for everything I do and love, and the process of designing my very first sneaker was no less. 😎 Here's a quick peek into what makes the Basket Classic #one8 what it is! 😊😇 Check it out for yourself at @pumaindia stores, PUMA.com and @myntra. ✌️
This campaign has currently garnered around 370K likes and 838K views with a comment engagement rate already nearing 2000.
While in the western media, Bachelor and Bachelorette contestants have been the key influencers over so many years, India has also been lately recognizing TV stars who create a household connection. They are time-sensitive due to their current relevance. Consumers relate to them mainly because of relatability. Karishma Tanna, who became quite popular after her appearance on Big Boss, is a prime example.
They are no longer limited to smaller brands and even big brands like Amazon understand the niche audience concept and approach them.
Bloggers and Vloggers
Moving on from celebrities and traditional brand ambassadors, we find ourselves in the digital space, where the term influencer really shines. Bloggers and vloggers are the nextgen of influential people, they are the 21st-century influencers and they are building their empire one blog post (or Youtube video) at a time. The thing that sets bloggers and vloggers apart is that they have a dedicated platform where they regularly create high-quality content for their audience and then share that content across their other platforms to grow their community, build trust and establish authority in their niche, whether that is fashion, food, beauty, technology, sport, travel or gaming. Bloggers and vloggers have power over digital influencers and are the perfect addition to your content, social media and influencer marketing strategy.
Look at Bruised Passports making their way up to the top of the leaderboard.
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Tea estates and notes. I’ve always loved words 📝 ✨ ✨ My mom loves telling a tale about when I was little. Whenever she would get upset with me for misbehaving I would never say sorry to her. Instead I would slip a note with an elaborate apology and sign off with “with tears, your loving daughter savi” and slip it under her bedroom door (yep retro gold! 🤣🤣) ✨ ✨ When Vid and I started dating I would write a letter to him each week to say lil nothings we wouldn’t get to say in person because we were in 2 different countries at the time. He still has a box full of them stashed somewhere! 🙈☺️ ✨ ✨ These days we live together, so notes are limited to post its on the fridge or little no-occasion notes on the bedside table that you sometimes see on our stories. Today I surprised him with a wee note, with a piece of poetry that seemed to be written just for him and some added stardust (always!) ☺️🤗 ✨ ✨ It’s NEVER a bad time to tell people you love them is it?! Apparently it’s #sayitwithalovenote day, so go make the effort of leaving an unexpected hand-written note for someone you love (room-mate, your partner, your sibling, your parents, or all of em!) today and one thing’s for sure – you’ll make their day! And they’ll remember it for a long long time 💙💙 ✨ ✨ And if you’re penning a note, check out @trueplatinum950's stories and use one of their templates for your note. Upload it as an Instagram story or a post. Tag us @bruisedpassports and the brand to win a surprise ☺️😊 #ad #travel #srilanka #love
This campaign of Platinum Guild International gave the brand a reach of 600K and an engagement of about 100K.
Photographers are increasingly becoming a new breed of influencers as content that values quality over quantity is demanded from both brands and markets and consumers and social media users. As a shift to focus on high-quality content proliferates, photographers have become influencers in their own right, and are regularly engaged by brands to capture and share imagery, particularly in the fashion, travel and adventure space. International camera brands (GoPro, Canon, Nikon etc) also regularly work with photographers to share information about their products.
Take Ganesh Vanare as an example, who worked with Skinn Amalfi Blue for a campaign. Ganesh is an extremely talented and upcoming photographer who has gathered followers enough for him to be a branded influencer.
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AMALFI BLEU 💙 – – They say the scent of a man defines him and the new Amalfi Bleu by @skinn_titan definitely stays true to who I am. The sea is where I belong and the Amalfi inspired perfume makes me feel one with the ocean. Crafted by best perfumers from top 2 fragrance houses in the world; crafted keeping Indian conditions in mind these are something everyone should try. The overwhelming compliments that I get is also an added bonus. #AmalfiBleu #NewColourOfClass
This kind of campaigns targets a niche set of demographics with excellent ROI for the brand.
The above-mentioned influencers are the niche influencers who only talk about a certain set of topics in their social media circle. Some of them are even cost effective and deliver great returns. This has always been one of the key advantages of influencer marketing itself.
Also, the mentioned categories are just the tip of the iceberg. While this can be a classic reference for the current state of influencers, there are more upcoming who even innovate with the categories. Look at the comics and artists like goodbadcomics, sarahscribbles in the art industry or even feminist influencers who have been surging lately.
As a brand, what kind of influencers do you look to hire? Have you experimented by collaborating with influencers who are unrelated to the brand’s industry but have given exceptional results? We’d like to know what you think. Let us know below in the comments or connect with us on Facebook, Instagram, and Twitter.