SEO glossary: Influencer

 

Definition: What is an influencer?

Anyone who is active on social media will sooner or later stumble across the term "influencer". However, many people are not quite sure exactly what this means. The English verb "to influence" sheds light on this: Influencers influence the opinions of others.

 

These people publish content such as texts, images, videos or audio recordings on social networks on their own initiative. By posting frequently and regularly , they achieve a high reach. It is precisely this reach and the associated high level of awareness that enables them to exert influence.

 

Influencers can be found on many platforms . They can be found on YouTube, Instagram, Snapchat, Facebook, Twitter (X), TikTok and many other networks. The term "influencer" has been around since the 2000s.

 

 

What do influencers do?

Influencers post content frequently and regularly. They usually use several platforms to reach even more people. They use their reach to talk about certain topics or disseminate information. Influencers often also advertise for companies.

 

Influencers can use analysis functions in social networks to find out how many people they have reached with a post and how they have reacted to it. This allows them to better assess which content they can best go viral with.

 

The influencer's job also includes exerting an influence on their followers and viewers . They are able to influence the views or consumption of other people. They do this, for example, by promoting products or speaking out clearly for or against a cause.

 

What types of influencers are there?

Influencers can be categorized according to various parameters . In general, it makes sense to classify them according to the number of followers or target group.

 

By follower

Influencers can be categorized by follower numbers, for example. Depending on how many fans an influencer has, there may be other advantages and disadvantages.

 

Mass influencer or mega influencer

Those who are well known on social media have the most followers. In most cases, the online following is in the multi-digit million range. These influencers often don't just focus on a single topic, but cover many subject areas in order to appeal to as many people as possible.

 

Macro-influencer

Influencers with up to 1 million followersare called macro-influencers. They often only cover one topic on their channel. However, it is a very popular topic that also appeals to a large audience.

 

Micro-influencers

Anyone with up to 100,000 followers can call themselves a micro-influencer. These influencers clearly focus on a specific topic, which does not necessarily have to be very popular. However, they are more closely connected to their followers than larger influencers.

 

Nano-influencer

Anyone who positions themselves in a niche and therefore only achieves a reach of up to 10,000 followers is a nano-influencer. These influencers are highly specialized in their subject area and do not deviate from it. However, the connection to their followers is even closer.

 

By target group

Influencers want to address different target groups . This makes it easier to categorize them. After all, the topics that influencers address are also very different. Some specialize in a niche and therefore only want to address a certain group of people, while others want to cover the masses.

 

There are the following types of influencers by target group:

 

• Key influencer: The classic influencer is a key influencer. They are well known, cover a wide range of topics and enjoy a high reputation.
• Mum or dad influencers: Influencers on the topic of "family"
• Petfluencer: These are pet-related influencers. There are also gradations such as catfluencers, dogfluencers and others. The list is endless.
• Finfluencer: This is the term used to describe influencers on financial topics.
• Inkluencer: Influencers on the topic of "inclusion"
• Medfluencer: Influencers with a medical focus

 

 

Influencer marketing: an opportunity for companies

As influencers have such a wide reach, they are not the only ones who can benefit from this. Companies can also benefit from this. This is how influencer marketing has developed.

 

In this way, companies can reach their target group in a completely new way, tap into new target groups and improve their image improve their image. For example, they can use influencers as brand or product ambassadors. It is possible to advertise the brand as well as individual products.

 

Influencers enter into collaborations with companies for this purpose. These can last a long time or only appear as a short campaign.

 

The community of influencers

An influencer's community is probably the most important thing. Success stands and falls with it. Generally speaking, followers are people who have a strong interest in the topics. They often come across influencers via viral posts or they are recommended to them by friends or work colleagues.

 

The community is generally informal and informal. As people have the same interests, values and attitudes, they also have a lively exchange on the topics in the form of comments. Such fans are often very loyal and follow influencers over a very long period of time.

 

A closer and closer connection builds up. Ultimately, this also makes followers impressionable. If they have a good image of an influencer, they are more likely to buy products that the influencer promotes or like a brand that they work with.

 

The community of influencers is therefore also very important for influencer marketing. If you are looking for an influencer for a cooperation, you should therefore choose those who have a close and good relationship with their community and whose image is positive. There are also influencers who hold unpopular opinions and are therefore often criticized.

 

What content do influencers publish?

The content that influencers post online varies greatly. On the one hand, this varies depending on the main topic. But of course the personal preferences of the influencer also play a role.

 

Most of them rely on videos. Short videos, as we know them from TikTok, Instagram and other platforms, have a very high potential to go viral. They can be funny, informative or shocking videos - the main thing is that the target group stays tuned in.

 

These videos are called something different depending on the platform. On Instagram they are called reels, on YouTube shorts and on TikTok the well-known TikToks.

 

Influencers often also publish vlogs. This can be thought of as a kind of video diary. Influencers talk about their lives and take their fans with them on trips, excursions or simply into their everyday lives.

 

There are also so-called hauls, in which influencers present certain products. Reviews and challenges in collaboration with other influencers are also popular.

 

Fashion influencers often use so-called lookbooks. They use them to present various outfits - often with combination suggestions or a review of the products.

 

Therefore, if you want to do influencer marketing, you should always find an influencer that suits you - both thematically and in terms of the type of posts. After all, the advertising that an influencer does for you should also match your brand. And the influencer's target group should know what to do with your products.

 

How do you become an influencer?

There is no training or degree that makes a person an influencer. In fact, there is no one way to become an influencer. It is also not a protected term or title - rather, it is a status that you earn.

 

Becoming an influencer generally takes a lot of time and effort. How successful you become depends on how the public reacts to and rates your content. However, there are a few tips that can be given to aspiring influencers:

 

• Define your goal: Why do you want to become an influencer? What are your strengths and what dreams are you pursuing?
• Choose a topic: Which subject area suits you?
• Plan your time: Many influencers work full-time. So you should be aware that you have to put a lot of work and time into the endeavor.
• Observe the competition: What does the competition do well and what can you do even better?
• Keep an eye on trends: To go viral and get a voice on social media platforms, you need to respond to trends.
• Define your target group: Who do you want to address and who might be interested in your content?
• Regularity: If you want to become an influencer, you need to post regularly. Vary between posts and stories and don't just focus on one channel.
• Interaction with followers: To build your reach, you need to interact with your followers. Respond to their questions, requests and suggestions to show them that they are important to you.