Influencer marketing has experienced continuous growth over the last few years. It was a $1.7 billion industry in 2016 and became a $16.4 billion industry in 2023.
Influencers are social media users with a significant following. Their followers consider them experts in their fields; hence, they often turn to them while making a purchasing decision.
Brands and companies use influencers’ ability to impact buying decisions of their potential customers to increase their sales and awareness.
If you are planning to be an influencer, you have come to the right place. In this article, you will learn about the main types, responsibilities, and skills of influencers. You will also find out how to become one and what the expected salary of influencers is.
Types of influencer
Influencers can be divided into numerous types based on their number of followers and the kind of content they generate. Enlisted below are the main 8 types of influencers.
Based on the number of followers
Nano influencers: These are the beginners having 1K to 10K followers. They have a close relationship with their influencers as they are more focused on expanding their reach and gaining the attention of social media users. They are mostly targeted by small to mid-sized businesses.
Micro influencers: Micro influencers have 10K to 100K social media followers. They mostly have a high engagement rate. At this point, influencers start creating content for a specific niche to target a particular audience.
Macro influencers: They have 100K to 1M followers. They usually gain their following over the years by consistently creating niche-specific content. Since they have a huge following, their engagement rate may be lower than the influencer types discussed above.
Mega influencers:Mega influencers have 1M plus followers. They are usually celebrities and are hired by renowned brands.
Based on the content type
Bloggers: They create and publish content on a blog to share informative content with their audience. They also use social media channels to connect with a wider audience.
Vloggers: Vloggers create content in the form of videos on multiple video platforms such as YouTube and Vimeo. Their videos can be in any form, including reels, snippets, and daily lives.
Social media sensations:These are the social media stars who gain popularity by showing glimpses of their regular lives through their content. Their followers find their content very relatable and give value to their product recommendations.
Activists:Influencers who use social media channels to bring a positive change in the society by influencing others are called social media activists. They share their opinions on current issues and help people change their mindsets and habits for a better future.
Photographers: They use their photography skills to generate high-quality visual content on social media channels. They are mostly hired by fashion, travel, and camera brands.
Key responsibilities of influencers
Influencers play numerous roles, helping the brand extend its reach and increase sales. However, their responsibilities may vary from company to company.
Described below are the main roles that influencers play.
- They collaborate with the marketing and content teams to design a content calendar describing when, where, and what content will be published on different online platforms.
- They understand the needs and lifestyles of their audience. So, they communicate with them and describe why they should invest in a particular product to improve the quality of their lives.
- They produce and publish different forms of content, including videos, images, and blogs, to educate their audience and increase engagement.
- They announce sales, product launches, and different offers to help brands achieve the best results in sales.
- They enhance a brand’s reach on different platforms by describing its purpose, products, services, value, results, and more. They make the brand popular, particularly among their followers.
- They gather feedback from their audience and share it with the brand to help it improve its services and offer what its customers want.
Which skills should influencers have?
Since influencers have numerous responsibilities, they should have different skills to perform all their duties well. Here are the most important skills you need to be a successful influencer.
Influencers are often considered the face of the brand. Hence, they must know how to properly represent a brand in front of its customer base. Their written and oral communication skills allow them to talk professionally to brands, PR agencies, and customers and make campaigns successful.
Social media users scroll through several posts and articles every day. Articles/posts that are boring and repetitive fail to get their attention. Therefore, brands that want to keep their followers engaged must publish unique content.
As an influencer, you need to be creative to find new content ideas and design innovative campaigns to help brands boost their revenue.
If you are representing a brand on a social media channel, you must understand likes and dislikes of its target audience. You should be able to find the kind, design, and type of content that it likes the most. It will allow you to keep your targeted online community fully hooked and engaged.
It is needless to say that content creation is one of the essential skills influencers need. You should know when, where, and what to share on different digital channels to gain the attention of your target audience and encourage them to press that buy now button.
Influencers need to interact with customers, PR agencies, brands, and even other influencers to build good relationships and find new growth opportunities. It allows them to share ideas and learn about the industry trends.
Influencers need to create a variety of content, including blog posts, videos, guides, emails and social media posts, according to their target audience’s preferences. They must edit content, whether it is in video or written form, before publishing on digital channels to ensure it is understandable, cohesive and clear.
Influencers often need to go live for multiple reasons, such as to announce a sale, have a question and answer session, or introduce a new product. Real-time interaction can help them better interact with their audience and develop a stronger bond.
For this purpose, they need excellent public speaking skills, including persuasive speaking, good presentation, etc.
There are over 4.89 billion social media users in the world. Social media channels provide brands with a great opportunity to connect with them and turn their social media followers into regular customers.
Influencers should know how to use popular social media platforms such as Instagram, Facebook, YouTube, etc., to target their audience. They should know when and how to share social media posts to reach their target audience effectively and persuade them to take the desired action.
Search engine optimization (SEO)
As an influencer, you should know how to increase the number of views/comments on your posts and reach a wider audience. You should know the importance of different SEO techniques and how to design an effective SEO strategy for your social media profiles.
Whether you are creating videos or ads, your written content should be powerful enough to influence the buying decision of your audience. You should be able to write catchy captions, interesting video scripts, captivating ads, and other popular forms of content.
How to become an influencer?
Here is the step-by-step guide to becoming an influencer.
Select a niche
The first thing you need to do is find your niche. Remember that you don’t need to be a marketing influencer simply because you have a marketing degree. We suggest you go for something that you have a passion for. It could be around any subject, including makeup, DIY, cooking, and technology.
However, passion is not enough to be successful in your niche. You also need knowledge and understanding of the subject to support your passion. Otherwise, you may run out of content ideas very soon or may not be able to share quality information.
Create your optimized social media profiles
Now that you have selected your niche, it is time to choose the social media platform on which you want to interact with your audience. Instead of going for multiple platforms, we suggest you focus on only one platform for the time being.
After selecting the platform, create a business profile on it. Write an engaging and interesting bio to make a good first impression on your potential followers. Add a relevant profile photo. For instance, if you are planning to be a tech influencer, you could use a picture in which you are exploring a gadget or simply holding it.
Understand the lifestyle and needs of your audience
In order to connect with your audience, you need to talk about things that they are interested in. Otherwise, they may soon lose interest in your content. Therefore, it is important to first understand the likes and dislikes of your audience and then create content accordingly.
You can use various analytics tools to get insights about your followers, like their location, age group, and interests.
Post relevant content
Engage with your audience by creating and posting relevant content consistently. Design a content strategy and answer the following questions while creating it.
- What are your content goals?
- What type of content your audience prefers?
- What kind of content are your competitors generating?
- Which topics should you target in the beginning?
Some influencers keep their posts field-related, while others also share a little about their personal lives. It helps them seem more relatable. Whatever content strategy you select, make sure you share content consistently and have enough space to adjust future brand posts.
Posting content regularly will help boost your profile’s ranking because most social media channels prefer accounts that share consistent content.
Start collaborating with brands
Once you have gained enough followers (at least 1,000), it is time to announce yourself as an influencer and start working with brands.
There are multiple ways to get recognized by brands. Some of these are:
- Share contact details in your bio and tell your potential clients that you are interested in collaboration.
- Send direct messages to brands and tell them what you can do for them. State your talents, services, and work experience.
- Talk about a brand’s product in a post and mention the brand in post description.
You can also introduce yourself on platforms that influencers and brands use to connect with each other.
Influencer salary in the US
The salary of an influencer in the US depends on multiple factors, such as:
- The number of followers
- Engagement metrics
- Company size
The data collected by Indeed shows that an average influencer in the US makes around $63,600 per year or $4,503 per month.
Influencer interview questions
Enlisted below are the most common questions hirers ask potential influencers to choose the right candidate.
- Which services do you offer?
- What was the post-engagement rate you achieved for XYZ brands?
- Which tools do you use to create and edit content?
- How do you design a content strategy?
- Do you create content calendars?
- Why should we hire you? Or what benefits can you bring to the company?
Can anyone become an influencer?
In this digital era, where more than half of the world’s population uses social media, almost any person can become an influencer. However, you need a passion for content creation to be a successful in this field.
What qualities do brands look for in an influencer?
In addition to considering the number of followers and engagement rate, brands also check an influencer’s niche, services, content style, and content optimization skills before hiring her/him.
Summary – Influencer jobs
Influencer marketing is growing faster than many other marketing forms. Now is the perfect time to become a part of it!
If you like creating content and sharing it with the public, becoming an influencer might be a good idea for you. One of the numerous benefits of this career is you can start it from home. Just keep improving your social media profile and creating quality content; brands will soon start approaching you to collaborate.