Instagram is essential to influencer marketing. As per one statistic, 93% of marketers use Instagram for their influencer marketing campaigns. Because the platform is so visually pleasing, and now even features the extremely popular short-form video content, some brands are based entirely on Instagram. For any brand that wants to sell well, it is indispensable to understand influencer marketing on Instagram. This guide is a step in that direction, coming up with broad types of Instagram influencers based on the extensive experience of influencer marketing companies.
Small specialists and big stylists
The first type we are going to discuss is the specialist. This type of influencer creates content around a niche, shared interest. They usually have a small, concentrated audience, so they fall under the micro-influencer tier. But this audience is deeply engaged and has a stronger connection to the influencer. This means that, even though their reach is small, they should be an unignorable part of any brand’s overall marketing strategy to make it well-rounded and secure. Targeting this audience can be very effective in driving sales.
The other type can be generally called stylists. They are not necessarily professional stylists in the narrow sense of the term but are influencers who make content around the theme of style. This type includes aspirational lifestyle influencers, beauty influencers and Instagram models. They tend to have a significantly larger following and audience than the first type and fall into the upper tiers of influencers. It’s common for them to have over 100K followers. Of course, if your brand has anything to do with style in the broadest sense, collaboration with them is highly recommended by influencer marketing agencies.
Fun entertainers and serious professionals
Relatively recently, Instagram launched its own short-form video content feature called Reels, to compete with platforms like Tik Tok. This gave rise to a new type of influencer, the entertainers. Many, idle and bored, scroll Instagram for some entertainment. Entertainment influencers usually make sketches that make people laugh and leave them smiling. Over time, people come to feel an emotional connection with the artist. But your brand doesn’t have to be fun in itself to associate with these entertainers. Influencer marketing agencies advise that any brand can leverage entertainment influencers if the idea is creative enough. Once this creative idea is cracked, the collaboration can be very memorable.
In contrast to the entertainers, there is another type of influencer, that we are calling the professional. This type is not necessarily serious, but their content is not centred around entertainment, but around sharing professional expertise from their work field. Actually, this type is similar to the specialist, but usually, they have more followers and audiences. Collaborating with these influencers can translate for brands into credibility and trust. This is why these types of influencers are, with good reason, cautious in picking their brand collaborators. Influencer marketing companies, as they have experience, can be helpful in making a deal here.
Stars and celebrities
Finally, the type of influencers most are readily familiar with, are stars and celebrities. The difference between these two types is not in kind but in degrees. Stars are basically more famous celebrities. Both celebrities are stars, however, are sometimes famous beyond social media. Social media or the Instagram platform, in particular, is one of the places where their fame is manifested, but their fame originates elsewhere, sometimes in their athletic career or their movie career or a reality show. In some cases, the appeal of these famous people is global or national and transcends social media or the digital world.
Influencer marketing agencies understand that getting this type of marketing influencer on board is difficult, as there is competition and they are cautious and picky, but at the same time, it is doable. Sometimes, it is easy. Collaborations with stars and celebrities can be extremely lucrative for brands and build lasting awareness and goodwill and drive sales at the same time. Armed with the knowledge of these types on Instagram, it will be easier for brands to navigate their influencer marketing journey on the platform.