Influencers have become an integral part of marketing and brand building in the digital age. But what exactly makes someone an influencer? Here we examine the key factors that can transform an individual into an influencer capable of shaping opinions and driving trends.
What is an Influencer?
An influencer is an individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. An influencer has a following of people who are highly engaged with their content. They are viewed as a trusted source and expert on certain topics.
Key Qualities of an Influencer
- Has a large audience and following
- Viewed as an industry expert/thought leader
- Trusted for recommendations and opinions
- Active presence on social media
- Authenticity and engagement with audience
- Creates high quality, sharable content
Why Do Followers Matter?
One of the key factors that determines influencer status is the size of their following. An influencer has built a large network of engaged followers, subscribers and supporters. Generally, the more followers an individual has, the wider their sphere of influence. Some benchmarks for follower counts based on the level of influencer are:
| Influencer Type | Follower Range |
|---|---|
| Nano Influencer | 1,000 – 10,000 |
| Micro Influencer | 10,000 – 50,000 |
| Mid-tier Influencer | 50,000 – 500,000 |
| Macro Influencer | 500,000 – 1 million |
| Mega Influencer | Over 1 million |
While nano and micro influencers have relatively small followings, they can still have significant influence over niche communities. Mega influencers with millions of followers tend to have the greatest reach, but engagement level also matters. An influencer wants followers who actively like, comment on and share their content.
Expertise and Thought Leadership
In addition to a strong following, an influencer is viewed as a subject matter expert. They create content that demonstrates extensive knowledge and establishes their authority on particular topics. Audiences look to influencers for education, advice and insights regarding an industry, product category or lifestyle interest area.
Some signs that an individual offers expertise include:
- Shares content that provides value to followers
- Discusses topics in-depth and thoughtfully
- Maintains consistency around their niche
- Has credentials, certifications or work experience
- Brands recognize them as an authority
Influencers focus on a defined niche rather than general content. Becoming a specialist in a field allows them to give recommendations that followers trust.
Building an Authentic Connection
While reach and skill are important, an influencer also thrives on creating an authentic connection with their audience. Followers connect with an influencer because they like who that person is – their story, personality and values.
Audiences can detect when someone is faking it or just trying to push products. Influencers share their genuine selves online. They freely talk about their interests, thoughts, daily lives and behind-the-scenes details. This transparency allows followers to relate to them on a real level.
Influencers also take time to engage with their audience. They interact through likes, comments, messages, Q&As and other methods. Strong connections inspire audiences to turn to them again and again.
Storytelling Skills
Content remains at the core of an influencer’s capabilities. Influential individuals are masterful storytellers. They create compelling narratives and shareable visuals tailored to their channels.
Common Influencer Content Types
- Blog articles
- Videos
- Vlogs
- Photos
- Reviews
- Testimonials
- Infographics
- Case studies
Great content educates and entertains. It shows off an influencer’s expertise while being relateable. An influencer tests different mediums and styles to determine what resonates most with their audience.
Strategic Brand Partnerships
The success of an influencer is often measured by their ability to collaborate with brands. Brand sponsorships indicate that companies see enough value in an influencer to pay for their endorsement.
Popular social media influencers can earn thousands of dollars per sponsored post or campaign. Brands want to tap into their follower base and credibility to promote products. The more brands clamoring to partner with an influencer, the greater their industry sway.
Conclusion
Becoming a bonafide influencer requires building a large, engaged audience that looks to you for expertise, inspiration and recommendations. Sharable content, authenticity and strategic partnerships also boost your influencer qualifications. Aspiring influencers should define their niche, strengthen their personal brand and network to gain recognition. With hard work and persistence, individuals can gain significant influence in their field.
