- 59% of marketers who use influencer marketing plan to increase budgets during 2025 – Influencer Marketing Hub’s 2024 Benchmark report
- TikTok is the most popular influencer marketing channel (used by 69% of brands), followed by Instagram (47%), YouTube (33%) and Facebook (28%) – Influencer Marketing Benchmark Report
Check out our blog ‘20 Influencer Marketing Statistics that Will Surprise You’ for more insights.
What are the types of influencers?
There’s more than just one category of influencers, and they all offer different exposure opportunities.
Working with any of them can turbo-charge your marketing campaign by dramatically increasing the reach of your messaging. However, you need to ensure you choose the right type of influencer.
These are classified according to their follower count as nano (up to 1,000), micro (5,000 to 100,000) and macro (100,000 to 1 million).
What’s the difference between influencers and creators?
While there is an overlap between influencers dataset and content creators, they help to achieve different marketing objectives.
According to Deloitte’s ‘The creator economy in 3D’ report, three out of five consumers are likely to positively engage with a brand with the right creator’s recommendation. So what’s the real difference?
Brands can leverage creators to:
- Generate higher audience engagement
- Be more relevant with niche communities
- Help drive middle and bottom funnel behavior
Influencers are more suited to help brands to:
- Drive top and middle funnel consumer behavior
- Be relevant to a more diverse audience
- Generate higher brand visibility and awareness
Creators tend to develop and produce their own content that appeals to small communities – for example someone sharing vegan recipes. While influencers are more like mini-celebrities with their own personal brand that companies can leverage.
“Creators want to build a career with brands, they don’t want to just get paid $200 bucks. So I think the more you bring them to the table as a partner of a campaign or effort the better. It’s good for both parties and could be more affordable for the brand,” said Nikki Lindgren, Founder of digital agency Pennock on a DMI podcast.
Top tip: TikTok One is a creative platform from TikTok with tools to create effective campaigns. It gives brands the opportunity to reach out to millions of creators, connect with production partners, and uncover insights. It’s currently free to use in certain regions, so agencies and brands can see if they can use it to augment and modify creative assets at a different level than they were before.
There are multiple ways for a brand or organization to engage and collaborate with an influencer. Here are some ideas.
1. Event coverage
Event marketing is a perfect opportunity to users to share idea pins on other platforms engage influencers. If your event is aimed at people in a particular location or with specific interests, influencers who operate within those areas or niches are ideal for getting your event in front of your target audience.
Get them on board early to build up excitement, and allow them to conduct live coverage on the day. Here are some tips for making your virtual event a success if this is something you’re thinking about. One example is TikTok movie guy Straw Hat Goofy.
2. Gifting
69% of consumers trust influencers, friends and family global seo work over information coming directly from a brand according to Matter Communications. Gifting is your opportunity to capitalize on this.
Gifting involves seeking brand exposure for the price of your product or service. Send a sample or offer them a free experience, and include information about you and your product to make it easy for them to promote you. Here’s an example from Instagram food influencer Carolina Gelen, in partnership with a feta dip brand.