Influencer: It’s one of those vague PR buzzwords that everyone seems to overuse. But what is an influencer exactly? And why are these people so important?
An influencer is a person who has an undefinable positive impact on an industry or demographic. These “normal people” often play key roles on social media and have a breadth of contacts with media outlets, consumer groups and industry leaders.
Brands ultimately want to break through to these dynamic people. According to Influencer Analysis, “such individuals are not simply marketing tools, but social relationship assets.”
Today’s top brands use influencers to reach large audiences in an authentic way. Before they do this successfully, they must study their target influencer and know what makes them tick. Here’s how they do it.
The Anatomy of an Influencer
Top brands have no trouble working with influencers to promote their products and reach large audiences at once through videos, posts or Facebook Live events.
Here are the four types of influencers commonly found today:
- The connected influencer: These people like and recognize your brand.
- The prescriber: They not only like your brand, but they recommend it to their fans and followers.
- The user: They frequently use your brand’s products and services.
- The sympathizer: They identify with your brand and respect its mission.
This infographic outlines how each of these influencers think.