3 Powerful Types of Influencers to Leverage – By Geno Prussakov

by Jenae Reid on July 10, 2017

Many talk “influencer marketing” these days. Many already fiddle with it. Some, however, end up focusing on the wrong types of influencers, sinking their influencer marketing budgets without reaping anything meaningful in return. This typically happens when a brand prioritizes an influencer’s reach and overlooks the longer-term opportunities that some of the other engagements may bring about.

When looking to expand an affiliate program, by tapping into the vast pool of “influencers” out there, remember to focus on what really lasts – the relationship, which has been the cornerstone of affiliate marketing since its inception. The truth is that celebrities (or macro-influencers) are, generally, a bad target for long-term performance-based relationship. The following three types of influencers, on the other hand, can be a great fit.

  1. Power Middle

Unlike macro-influencers who may have millions of followers, the “power middle” embraces those influencers whose online audience ranges from 20,000 to about 250,000 followers who actively engage with the influencer’s content. A 2016 study by Markerly, for example, discovered that influencers with with 10,000 to 100,000 followers register 3.4 times more engagement on the comment front than those with 10 million or more followers. These influencers can take time to onboard, but they are truly powerful when activated.

  1. Brandviduals

The term “brandvidual” was coined by Scott Monty, who started using it for experts in niche fields who are focused on developing their own personal brands. Lee Odden later added that it is important to differentiate between someone who is exclusively focused on being well-known, and someone who is a true thought leader focused on creating content based on intelligence, experimentation, and observations. These can be especially great for as affiliates if won over as an early adopter of a product or a service.

  1. Micro-Influencers

While there is no one universally accepted definition of a micro-influencer, there are certain characteristics which most marketers associate with them. Among the more commonly mentioned ones are their non-celebrity status, expertise in specific field, their passion about a specific subject, their follower account of 20,000 followers or less, high engagement rates, and capability to motivate others to take action. The underpinning idea is that here we are talking about a non-celebrity individual who influences a relatively small but highly engaged follower base.

There are several advantages to focusing your attention on micro-influencers. Among the top 5 are their (i) deeper engagement rates with the audience, (ii) better approachability, (iii) lower costs, (iv) higher potential for building long-term relationships, and (v) better conversion potential.

An Experticity survey of 6,000 internet users found out that 82% of them were highly likely to follow a recommendation made by a micro-influencer. Observations also show that while influencer marketing campaigns run through celebrities do yield conversions, activation of 30 to 40 micro-influencers result in even more business. Ultimately, it’s all about the engagement.

Advertisers, regardless of the vertical, should seriously consider making these three types part of their influencer marketing efforts.


Prussakov runs AM Navigator affiliate management agency, Influencer Marketing Days and Affiliate Management Days conferences.

This article appeared in issue 39 of FeedFront Magazine, which was published in July 2017. https://issuu.com/affiliatesummit/docs/feedfront-39

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