Influencers are those who regularly post their views on social media for their target audiences. Influencers are bloggers and users of social media (e.g. Facebook, Twitter and Instagram) who regularly post their views and have a large number of followers with whom they have established a relationship of trust. So if they recommend a particular product, their followers may purchase it or at least explore it. As a result, many advertisers and marketing professionals take their help to increase the sales of a product. This kind of marketing, in which the advertisers focus on a few influencers for the promotion of a brand, rather than a large group of consumers as a whole, is called influencer marketing’.
Many influencers today make a living sharing products on their social media handles. They are divided into four main types – mega, macro, micro and nano influencers (in descending order in terms of their followers.) Mega influencers are celebrities. Macro influencers may be everyday bloggers or vloggers (video loggers) whose content is very relatable to their target audiences.
Micro influencers are topic experts or topic fans such as fitness experts and gourmets. Nano influencers are ordinary digital citizens with less than 1000 followers. They have a strong influence on their followers, most of whom they know personally.
If a company wants more people to have a real connection with its brand as opposed to more people knowing about it, it will probably hire a nano influencer. After all, people are more likely to purchase a product on the recommendation of a discerning friend than some celebrity.
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