13 Types Of Influencers To Activate In 2021 | Popular Pays

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13 Types of Influencers Your Brand Should Activate in 2021 (With Examples)

by Aana Leech | 12 months ago

Influencer marketing has emerged as the hottest talking point of digital marketing in recent years and is now considered an essential part of any successful brand promotion strategy. If your brand has yet to embrace it, now is the time to start.

However, the big question remains: Which types of influencers should your brand engage with? This simple guide will explain it all — let’s dive in. 

What Are the Different Types of Influencer Classifications?

The power of influencer marketing is clear to see, which is why hundreds of brands are now turning to popular content creators to form winning partnerships. Here are just a few of the key statistics that underline the value of influencers


These three stats alone show that influencer marketing is an effective sales and marketing tool that consumers respond well to. Even better, the industry is continuing to grow at a rapid rate, creating an even larger pool of passionate, dedicated, and experienced content creators.


Whether you’re wading into this space for the first time or you’ve partnered with influencers for years, you’ll always need to determine which types of influencers make sense for your specific product rollout, campaign, or social initiative. There are several different classifications to consider used to organize influencers, such as: 


Given that different demographics use different social platforms, partnering with influencers who use the right channels is key. However, the content creator also needs to be the right fit for your brand. 

9 Types of Influencers Organized by Niche

Influencer marketing revolves around the concept of content creators sharing a message that resonates with a specific audience. An influencer with a defined niche will usually deliver far better results than one who sends out one-size-fits-all blasts or speaks to a generic audience. 


Here are nine main types of influencers based on their specific niches, along with some quick pros and cons of partnering with each one. 

1. Travel Influencers

Travel influencers create diverse content that could include how-to guides, travel tips, secret or hidden destinations, activity and event coverage, and hotel and restaurant reviews. Brands often partner with travel influencers because they naturally leverage the power of FOMO marketing — Fear of Missing Out marketing — for maximum results.



Examples of Popular Travel Influencers

Companies That Use Travel Influencers

2. Sports and Fitness Influencers

Social media influencers focused on sports and fitness create content related to getting fit, eating healthfully, coaching and personal training, attending games and tournaments, collecting sports memorabilia, and more. Aligning with them can be great for brands that directly produce sporting goods as well as those that are associated with sports through player sponsorships.



Examples of Popular Fitness Influencers

Recommended Reading: 25 Fitness Influencers Your Brand Should Know About [From Instagram to YouTube]

Companies That Use Fitness Influencers

3. Bloggers/Vloggers

When trying to find influencers, many brands head straight for well-known bloggers and vloggers. They tend to maintain large followings, while the high-quality content encourages sharing and offers plenty of advertising space. Bloggers document their lives, which creates opportunities for brands to show how their products and services can have a positive impact on both influencers and potential customers. 



Examples of Popular Blogger/Vlogger Influencers

Recommended Reading: 25 Lifestyle influencers Your Brand Should Follow [From Instagram to Bloggers]

Companies That Use Blogger/Vlogger Influencers

4. Key Opinion Leaders (KOL Influencers)

Key Opinion Leaders (or KOL influencers) are influencers who are deemed to be subject matter experts and thought leaders in their fields. Like bloggers and vloggers, they can cover a wide range of topics with authority. Their content can be as simple as a tweet or photo post and still earn a wide reach, while their expertise makes them great candidates for brand takeovers. 



Examples of Popular KOL Influencers

Companies That Use KOL Influencers

5. Food and Cooking Influencers

Food and cooking influencers are the ultimate foodies, potentially covering recipes, growing food, gadget reviews, food history or culture, restaurant reviews, and a host of other content. For brands, gaining honest reviews or investing in paid ads that show how their products can be utilized will deliver great results.



Examples of Popular Food and Cooking Influencers

Companies That Use Food and Cooking Influencers

6. Health and Wellness Influencers

Health and wellness influencers may focus on physical or mental well-being or both. Either way, their content is designed to inspire people to lead better lives. This could be through yoga, natural home remedies, whole food recipes, or meditation tips. When brands can find ways to get their products or services mentioned or highlighted, consumers will take note.



Examples of Popular Health and Wellness Influencers

Recommended Reading: 10 Health and Wellness Influencers Creating the Most Engaging Content in 2021

Companies That Use Health and Wellness Influencers

7. Beauty and Makeup Influencers

Beauty and makeup influencers may produce videos, photo stories, or live feeds. Their aim is to educate users on makeup routines, quick beauty hacks, and product reviews while they can interact directly with users to answer their questions. Brands in this arena can use this type of influencer, not only to introduce their products to their target audience, but also to show them how it looks and works in real time. 



Examples of Popular Beauty & Makeup Influencers

Companies That Use Beauty & Makeup Influencers

8. Fashion and Apparel Influencers

Fashion models and apparel influencers may be traditional models or individuals that have found success online. Either way, their celebration of all things fashion can include product reviews, shopping haul reviews, style and aesthetic tips, outfit of the day (OOTD) looks, and more. As with beauty and makeup, a fashion influencer collab is a no-brainer for apparel brands. 



Examples of Popular Fashion and Apparel Influencers

Recommended Reading: 25 Fashion Influencers That Will Excite Your Brand’s Followers


Companies That Use Fashion and Apparel Influencers

9. Parenting Influencers

Parenting influencers are usually parents themselves. They use their social channels to give parenting tips, review products, provide learning and activity ideas, or just inject a bit of humor that busy parents can relate to. They’re a great match for brands that sell children’s clothes, toys, and snacks, as well as those that just might appeal to families.



Examples of Popular Parenting Influencers

Companies That Use Popular Parenting Influencers

The 4 Influencer Types Based on Number of Followers

Influencer classifications aren’t only determined by niche. Influencers can also be categorized by their size or the number of followers they have. The four classifications are detailed below:

10. Nano Influencers (1,000 to 10,000 Active Followers)

Nano influencers generally have anywhere from 1,000 to 10,000 followers (excluding bots and inactive accounts). While their reach is modest, they tend to boast fantastic engagement levels because they can give individual attention to fans. Brands looking to tap into a defined and specific demographic often find that this is the perfect solution.

Pros of Using Nano Influencers

Cons of Using Nano Influencers

Example of a Brand Using Nano Influencers

The Body Shop and Hailey K: Nano influencers can interact closely with their niche audiences, something The Body Shop tapped into very effectively. Hailey K. showed her 4,000 fans how to use the shop’s products and kits to unlock their best look and boost conversions for the brand.

11. Micro Influencers (10,000 to 100,000 Active Followers)

The next influencer classification is known as micro influencers. They reach thousands of consumers with their posts, yet still have a good understanding of their place in the market and how to make their audience react and respond. Brands often use them for their authentic voices and openness to long-term partnerships.

Pros of Using Micro Influencers

Cons of Using Micro Influencers

Example of a Brand Using Micro Influencers

Coca-Cola and Miette Dierckx: At just 36,000 followers, this micro influencer scored a brand ambassadorship for Coke. She posts images of her travels with the iconic red can in the frame, celebrating the drink and the brand with creative captions. Dierckx’s campaign instantly creates a mental association between the brand and fun adventures.

12. Macro Influencers (100,000 to 1 Million Active Followers)

Macro influencers have at least 100,000 followers. Their content can reach a large number of people who may be interested in the brand, however, they still retain the authentic voice that fans flocked to in the first place. 


Due to the wide range of influencers that will fall under this category, brands need to evaluate opportunities carefully and take each partnership on its individual merits.

Pros of Using Macro Influencers

Cons of Using Macro Influencers

Example of a Brand Using Macro Influencers

Sun Peaks Resort and Callum Snape: The British Columbia ski resort capitalized on the photographer’s incredible talents to showcase the destination, attractions, and beautiful natural surroundings. For Snape, it was a chance to create some truly incredible content to further grow an audience of over 800,000 followers while getting paid.

13. Mega Influencers (1 Million or More Active Followers)

Finally, mega influencers boast at least one million active followers. They could fall into the categories of mainstream celebrities, although many originate on social media channels. Brands that are connected to them instantly gain a perception of professionalism and success as consumers are aware that these influencers only work with the best.

Pros of Using Mega Influencers

Cons of Using Mega Influencers

Example of a Brand Using Mega Influencers

CeraVe and Hyram Yarbro: The well-known yet accessible mega influencer was a great fit for the CeraVe team, which noticed Yarbro’s genuine passion for the brand. The partnership has enabled that bond to grow, showcasing the skincare products and routines to a huge audience of over 1.2 million on Instagram alone.

Popular Pays’ Agile Marketing Solutions: Find the Right Type of Influencers for Your Brand 

Influencer marketing isn’t just the future of digital marketing. It should be part of your present too. When your brand is connected to the right type of influencers, brand awareness and audience reach will soar. Moreover, the power of social proof can lead to increased customer conversions and create a better bottom line.


Now that you know what you’re looking for, it’s time to find the right influencer. Popular Pays can connect you to 6,000+ verified influencers from all niches and backgrounds — start searching for content creators now

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