Micro-influencers is the first of 5 types of Instagram influencers. For example, Whitney — have a relatively modest following of thousands or tens of thousands of people within their niche. They create relevant content for their audience and communicate with them via social media platforms, blogs, other written publications, websites, and forums.
Due to the size of their following and the type of content they create, they typically have high engagement rates. Having a smaller audience allows micro-influencers to bond with the people who follow them more regularly (as compared to a celebrity with millions of fans) via their channel. This makes them appealing to work with for businesses looking to develop personal relationships among their target audience.
How to Work With a Micro-Influencer
Micro-influencers can be established on a variety of channels. So, once you’ve chosen the micro-influencer you’re going to work with, you can have them write a post about your service, share an online review, or post a picture on Instagram with one of your products. Due to the manageable size of their base of followers, they’ll be able to engage with your target audience on the content they share about your products and brand.
This way, they can answer any questions the audience members may have about your products, communicate their experience with your products, and direct audience members to your website or customer support team if necessary.
@sydneyloveleigh is an Instagram micro-influencer who shares content about health, fitness, and travel. She works with an athletic clothing brand, Nuxactive, to promote their products and brand awareness among her 21.4K followers. Sydney fits Nuxactive’s brand image and lifestyle, and her Instagram page has thousands of followers who fit the profile of their target audience — this is what makes her a great micro-influencer for Nuxactive.
In her bio, Sydney shares a code for her followers to use at check out (so Nuxactive can track Sydney’s success promoting their brand), she links to their Instagram page in all of her promotional posts, and interacts with her followers on these posts by responding to their comments and questions and liking their messages.
2. Celebrity Influencer
Celebrity influencers are famous people with large followings — typically in the millions — who are known across many industries. They’re widely recognized and, therefore, have the potential to be very successful in influencing your target audience.
Even if your target audience doesn’t overlap with all of your celebrity influencer’s fans, having them promote and/ or use your product or service is a powerful form of social proof. Since celebrities are so well known, they’re effective at reaching multiple audiences across various channels.
How to Work With a Celebrity Influencer
Since celebrities are so well-known, there are many ways to work with them. You may focus on social media, print or online ads, TV commercials, blogs, or other written publications.
You can ask the celebrity to pose for pictures promoting your products, explain why their audience members would love your products or services, provide coupons and discount codes, or write reviews telling audience members why they stand by your brand. Moreover, you may even sponsor an event the celebrity is hosting or attending.
Celebrity Influencer Example
Amazon sponsored Khloe Kardashian’s baby shower — with 93.7 million followers on Instagram, a reality TV show, several entrepreneurial endeavors, and a famous family, it’s safe to say many of Amazon’s customers recognize Khloe. By sponsoring her baby shower, they were able to feature their wide range of baby registry and maternity products.
In addition to Amazon publicizing the fact they sponsored the event, Khloe also shared a post on Instagram thanking Amazon for making the party planning and baby registry creation processes so simple. She tagged Amazon in the post and shared a link to her baby registry for her fans (and Amazon’s target audience) to review and shop on their site.
3. Blog Influencer
A blog influencer is one of the best types of Instagram influencers is someone who writes for their established blog and has thousands, or millions, of subscribers and readers. Their reach and influence set them apart from other bloggers (meaning, they aren’t just writing for themselves or a very small group of people).
How to Work With a Blog Influencer
To collaborate with a blog influencer, you may write a guest post for their blog, ask to be mentioned in one of their posts, or sponsor a post about one of your products or services. If you sponsor a post on the influencer’s blog, you can also provide images of your products for them to share as well.
Blog Influencer Example
A popular lifestyle blog influencer is Hannah Bronfman of HBFIT. Hannah writes about health, beauty, fitness, and creating a life that makes you happy and feel good. Between her blog subscribers, social media following, ads, the book she wrote, and the app she created, Hannah has millions of audience members and fans who keep up with her life.
Her blog features a variety of product, gym, and spa reviews. She collaborated with Face Gym, a local facial studio, on a sponsored blog post about their services and facial treatments.
Hannah included information about the unique studio, facial experience, why her audience members would love the services Face Gym offers, as well as a coupon code for their first visit.
There are also pictures of Face Gym and the services they offer in Hannah’s blog post to give audience members a better idea of what to expect from the studio in terms of services and atmosphere.
4. Social Media Influencer
Social media influencers are well-recognized on social platforms, such as Instagram, YouTube, Facebook, or Twitter, and are followed by thousands or even millions of people. Influencers on social media share content about a wide range of topics such as health, workouts, cars, diet, outdoor activities, travel, fashion, art, beauty, and interior design.
How to Work With a Social Media Influencer
Once you find a social media influencer with an established image that works for your brand, posts content you feel complements your products or services, and has followers who are also members of your target audience, you can determine what type of content you’re going to have them promote.
If the influencer is on Instagram, you may have them post a picture with your product and tag your social account. If they’re on Facebook, you can ask them to share a live video of them opening your product and if they’re on Twitter, you can have them write a brief statement about your product and pair it with a picture of them holding it. On YouTube, you may have the influencer share a video of them using your product while explaining the reasons why they love it.
On any social media platform, you can also have an influencer host a contest or giveaway with your products or share coupon codes.
Social Media Influencer Example
Joy Bauer is a nutritionist, health expert for The Today Show, and Twitter Influencer. Her 157K followers and fans on Twitter consist of health-conscious, nutrition-focused individuals who enjoy learning about Joy’s healthy recipes, lifestyle, and diet tips.
Joy worked with La Croix on a sponsored Twitter post featuring a twist on one of their sparkling water drinks. The post directs audience members to a family-friendly recipe on Joy’s website promoting the sparkling water and recipe with images, nutrition information, preparation time, and an anecdote about why Joy loves it.
La Croix identified Joy as an expert in her field with a following of people who fit their target audience. The company worked with Joy to develop this sponsored post featuring professional photos of the product. And a recipe that exemplifies the ways customers can put a fun spin on a simple beverage.
5. Key Opinion Leader
Key opinion leaders (KOLs) are high-level experts on a specialized topic within a particular field. For example, a KOL might specialize in makeup application, the Paleo lifestyle, or Bikram yoga. If your business is looking to attract audience members in a very specialized field, a KOL is a great option. Due to their expert knowledge on a certain topic, KOLs are trusted contributors in their industries. They have followings of people who are also invested in those subjects.
How to Work With a KOL
KOLS, like micro and celebrity influencers, are present on many channels. For example, social media, blogs, other written publications (like academic journals), and ads. Therefore, your business has many options for how you decide to work with a KOL.
You might have them review one of your products on YouTube, mention you in their column. They may write a blog post about your brand, share a post about your product on Instagram. Or pose with your product for a print or digital advertisement.
Kandee Johnson is a makeup influencer with over 3.9 subscribers on YouTube and over 1.8 million followers on Instagram. She’s a makeup artist pro. Her expert knowledge on makeup application makes her a key opinion leader in the makeup and cosmetic industry. Kandee shares thousands of makeup tutorials, makeup tips and tricks, and product reviews on YouTube and Instagram.
She has shared sponsored content for Boxy Charm — a subscription service that provides customers with a box of several new beauty products every month — promoting their service, as well as her favorite products in the box, among her millions of followers and fans.
Boxy Charm’s target audience includes lovers of beauty products, cosmetics, and makeup which works with Kandee’s huge base of followers. They had Kandee share a post with one of their boxes. And describe which products inside she was most excited about, and tag them in her post.
Now that we’ve covered the different types of instagram influencers your business can work with. Let’s review how to find these types of instagram influencers so they can begin helping you reach your target audience.