Who are the influencers? The top tail and middle tail influencers, micro influencers and influencers of the future.
They are on everyday social networks and are the preferred partners of brands to promote their products. Let’s discover them:
Perfect pillar of influence marketing, influencers are present on all social networks. Instagram is the most coveted social network with 2 million advertisers and 600 million active users every day.
Brands have very quickly understood, to be interested in these new stars of the web is a real opportunity for them, to the point that the influencers are divided into categories according to the commitment they generate and the social networks on which they ensure a daily presence.
#Brands and influencers
What brands see first is their number of “followers”, indeed the more internet users who follow them, the more influencers are known to them. For brands it is also interesting to know how influencers are perceived by consumers.
Micro-influencers, on the other hand, are equally solicited by brands even if their number of followers is less important (between 1000 and 10K subscribers).
So where do these new influencers come from?
Are there different types of influencers?
And in the future, we will see virtual influencers (which is already the case in Japan with the youtuber Kizua ai)
#Definition of the digital influencer
The digital influencer is a person who has a strong influence on the purchasing behavior of individuals, thanks to his community.
He is present on different social networks: Facebook, Instragram, Youtube, blog etc. Brands value the influencer because it is one of the preferred channels when they want to target a particular audience.
More and more influencers are working full-time, are partners with an influence marketing agency or even agents.
Different types of influencers: from Top Tail Influencer to Micro Influencers
Among the influencers, there are different categories that are classified according to their number of subscribers:
- The Top Tail influencers who have between 100,000 and 1 million subscribers: they are considered stars of social networks as true professionals and are also perceived as media. Often it’s about public people, celebrities…
- Middle Tail Influencers that have between 10,000 and 100,000 subscribers: they are moderate influencers, but they are still very much sought after by brands.
- The micro-influencers who have lower than 10,000 subscribers: they have a smaller community, but are still followed by consumers in search of sincerity, transparency, authenticity and spontaneity.
“According to a study by Marketly (2016), the most important element sought by a brand in an influencer is its ability to engage and not the number of subscribers.”
For example, Top Tail influencers often have a lower engagement rate than micro-influencers (1.7% vs. 8%). Another Cision study on “the role of influencers in social networks with consumers” demonstrates the strong impact influencers have on consumers’ purchasing power.
Thus, 76% of Internet users who follow influencers bought a product after seeing it on the profile of an influencer!
This figure does not seem surprising when we take for example beauty influencers who do not hesitate to offer brands of cosmetics.
Influence marketing is therefore a good way for advertisers to become known, even if they still have difficulties in gaining the approval of micro-influencers.
At Spitche we therefore found a way to convince Micro Influencers to become your Brand Ambassadors.
Ultimately, influencer marketing will be a new lever for webmarketing to help companies capture their consumers, hire them and train them to buy.
Recommendation and influence are therefore vectors that should not be overlooked in order to redefine the contours of marketing in full change. Companies are following suit as “Influence Director” positions are being created.
#Many influencers come from reality TV
#What is the favorite social network of influencers?
3 social networks are widely used by a large majority of influencers: Instagram, Snapchat, Youtube. However, the blog is also a medium where influencers and influencers are numerous.
On Instagram the image is at the heart of the posts and it is therefore very easy to insert a product and to promote it. Influencers often pose with products highlighting their benefits. Stamps are also more important on Instagram and so sponsored posts are often used.
Finally on the social network Instagram posts remain for life, which is not the case on Snapchat where posts disappear after 10 seconds. As a result, subscribers are much more numerous on Instagram. They are more than 16 million users in France.
42.9% of influencers use Instagram.
Like Instagram, Snapchat is also a social network widely used by reality TV influencers. The target is almost identical (15 – 17 years old). Snapchat allows these kids to follow their favorite celebrities everyday.
Many people in reality TV choose this platform. This choice is due to the fact that they no longer want to return to reality TV.
Facebook does not get the endorsement of influencers with only 11.3% of active influences, Twitter meanwhile is less used, some perceiving rather as a professional tool.
#Influencers in the future
What if the influencers of the future were not human?
Indeed according to the site Motherboard there would be more than 450 representatives of Vtubers (contraction of Virtual YouTubeur) on the platform. All are interested in Japanese culture and many of them have hundreds of thousands of subscribers.
We can analyze this new lever and extract many elements. As a result, it’s no longer the influencer who shows up but the Vtuber that he controls, a
nimates and becomes a kind of mascot … or at best a character who represents the target to whom the influencer is speaking.
Virtual or robotic, these new types of influencers seduce more and more!
To go further with Influencer Strategy we recommend you to read this: