什么是影响者？- 社交媒体影响者定义的[2022年更新]

If you hunt around this website, you will find an ever-increasing number of articles related to Influencer Marketing. This includes our take on What is Influencer Marketing: A Beginner’s Guide. But there is an even more fundamental question you need to consider before you think about participating in influencer marketing.

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什么是影响者？- Social Media Influencers Defined:

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什么是影响者？

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什么是社交媒体影响者？

Over the last decade, we have seen social media grow rapidly in importance. More than34亿人们积极使用社交媒体 - 这是世界人口的45％。

Inevitably these people look up to influencers in social media to guide them with their decision making.

Influencers in social mediaare people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Brands love social media influencers because they can create trends and encourage their followers to buy products they promote.

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影响者的类型

你可以单独的不同类型的有影响力的人multiple ways. Some of the most common methods are by follower numbers, by types of content, and by the level of influence. You can also group influencers by the niche in which they operate. This means that influencers who may appear in a low category by one measure may seem more influential when looked at in another way. For example, many mega-influencers are also celebrities. Yet both these groups often have less real influence on their audience because they lack expertise in a dedicated narrow niche. Some micro and even nano-influencers can have a tremendous impact on followers in their specialist niche. They may be of significant benefit to a firm selling a product targeting that sector.

通过追随者号码

大型影响者

巨型影响者是在社交网络上拥有大量追随者的人。尽管没有关于不同类型的关注者之间边界的固定规则，但一种共同的观点是，大型影响者在至少一个社交平台上拥有超过100万关注者。

许多大型影响者是名人，他们脱离了脱口秀的名声 - 电影明星，运动赛，音乐家，甚至是现实电视明星。但是，一些大型影响者通过在线和社交活动获得了广泛的追随者。
但是，只有主要的品牌才能与大型影响者联系以进行影响者营销。金博宝188备用网址他们的服务将是昂贵的，每个帖子最高100万美元，他们很可能会对他们选择合作的人非常挑剔。在几乎每种情况下，大型影响者都会让代理商代表他们进行任何营销协议。

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宏观影响者

宏观影响者比大型影响者降低了一步，也许是有影响力的营销人员更容易获得的。您会认为社交网络上有40,000至100万关注者的追随者是宏观影响者。
This group tends to consists of two types of people. They are either B-grade celebrities, who haven't yet made it to the big time. Or they are successful online experts, who have built up more significant followings than the typical micro-influencers. The latter type of macro-influencer is likely to be more useful for firms engaging in influencer marketing.
宏观影响者通常具有很高的知名度，并且可以很好地提高意识。宏观影响者比大型影响者更多，因此品牌应该更容易找到一个愿意与他们合作的宏观影响者。与微型影响者相比，它们也更有可能习惯与品牌合作，从而使沟通更加容易。
However, you do need to be careful with this level of influencer. This is the category most likely to engage in influencer fraud – some have only reached their position thanks to the followers they have purchased.

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微型影响者

Micro-influencers是普通的日常人，他们以对一些专家利基市场的了解而闻名。因此，他们通常在该利基市场的奉献者中获得了相当大的社交媒体。当然，不仅仅是追随者的数量表明了一定程度的影响力。这是微影响者与他或她的追随者之间的关系和互动。

尽管观点有所不同，但您可以将微影响者视为在一个社交平台上具有1,000至40,000个关注者。
A micro-influencer may not be aware of the existence of a company before that company tries to reach out to him or her. If that is the case, the company will have first to convince the influencer of its worth. Micro-influencers have built up specialist followings, and they will not want to harm their relationship with their fans if they are seen to promote a lemon.
This requirement for the relationship between micro-influencers and brands to align with target audiences means that influencers are often picky about with whom they work. Some micro-influencers are happy to promote a brand for free. Others will expect some form of payment. Regardless of the price, any influencer is unlikely to want involvement with an "inappropriate" brand for their audience.

The nature of influence is changing. Micro-influencers are becoming more common and more famous. Some have risen from virtual obscurity to being nearly as well known as traditional celebrities. This is particularly the case for Generation Z, who spend more time on the internet than watching television or going to sports or movies.
在所有的现实,micro-influencers影响ers of the future. The internet has led to the fragmentation of the media into many small niche topics. Even if you are into something relatively obscure, you are likely to find a Facebook group or Pinterest board devoted to it. And it is in these niche groups and boards that micro-influencers establish themselves as genuine influencers.

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Nano-Influencers

获得认可的最新影响者类型是纳米影响者。这些人只有少数关注者，但他们往往是晦涩或专业领域的专家。您可以将纳米影响者视为小池塘中的众所周知的大鱼。在许多情况下，他们只有不到1,000名追随者 - 但他们将热衷于感兴趣的追随者，愿意与纳米影响者互动，并听取他/她的意见。
尽管许多品牌都认为纳米影响者是无关紧要的，但对于生产高度专业和利基市场的公司来说，它们可能非常重要。
但是，对于大多数公司而言，纳米影响者可能缺乏足够的影响，无法多么多用。他们可能很便宜，并带有少数人的巨大影响，但是在大多数利基市场中，您需要与数百名纳米影响者合作才能吸引广泛的受众。

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按内容类型

当今的大部分影响者营销主金博宝188备用网址要发生在社交媒体上，主要与微型影响者和博客有关。随着对视频的兴趣，YouTuber也迅速变得越来越重要。

博客作者

社交媒体的博客作者和影响者（主要是微博客）与粉丝的真正和积极的关系最为真实。品牌现在正在认识和鼓励这一点。
博客已经连接到有影响力的营销已经有一段时间了。金博宝188备用网址互联网上有许多具有影响力的博客。如果一个受欢迎的博客作者在帖子中积极提及您的产品，则可能导致博客的支持者想要尝试您的产品。

许多博客作者已经在特定领域建立了相当大的追随者。例如，关于个人发展，金融，健康，育儿，音乐和许多其他主题，包括博客本身，有很大的影响力。成功博客的关键是尊重读者的尊重。

A variation on having a blogger write something that recommends your product is to participate in guest posting. If you can grab a guest posting spot on a large blog, you can control the content, and you will typically be allowed to place a link to your own site in your author bio.

If a blog is large and influential enough, you may be able to buy a sponsored post on their site. This allows you to either write a post yourself or heavily influence the blogger to write a post on your behalf. Unlike a casual mention in a blogger’s post or a guest post you have written, you will have to pay for a sponsored post (and it is likely to be labeled as such). However, this hasn’t harmed the results for many firms that have sponsored posts on blogs. Generation Z, in particular, seems to be immune to the Sponsored Post tag, and as long as the product aligns with the blog’s core audience, there shouldn’t be a problem.

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YouTubers

Of course, a blog is not the only type of popular content on the internet. Another favorite type of content is video. In this case, rather than each video maker having their own site, most create a channel on YouTube. Brands often align with流行的YouTube内容创建者。

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Podcasters

Podcastingis a relatively recent form of online content that is growing in popularity. It has made quite a few household names now, possibly best epitomized by John Lee Dumas of Entrepreneurs on Fire. If you haven’t yet had the opportunity to enjoy podcasts, Digital Trends has put together a comprehensive list of the Best Podcasts of 2019.

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Social Posts Only

Of course, bloggers, podcasters, and YouTubers rarely rely solely on their existing audiences to just turn up to their site, hoping there is new material. They usually promote new posts or videos heavily on social media - which makes most of these bloggers and content creators micro-influencers as well.
In fact, the vast majority of influencers now make their name on social media. While you will find influencers on all the leading social channels, the standout network in recent years has been Instagram, where many influencers craft their posts around a stunning image.

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By Level of Influence

Celebrities

Celebrities were the original influencers, and they still have a role to play, although their importance as influencers is waning.

金博宝188备用网址有影响力的营销从名人认可中增长。企业多年来发现，当名人推广或认可其产品时，他们的销售通常会上升。仍然有许多公司使用名人作为影响者的公司，尤其是高端品牌的案例。

大多数品牌的问题在于，只有许多传统的名人愿意参加这种有影响力的运动，而且他们不太可能廉价。如果公司生产名人已经喜欢和使用的产品，则例外。在这种情况下，名人很可能准备好利用自己的影响力来说出他/她认为该产品的表现如何。我确信，许多乐器制作人从选择演奏乐器中受益。

One problem with using celebrities as influencers is if they may lack credibility with a product’s target audience. Justin Bieber may be highly influential if he recommended a type of acne cream, but would have little chance of influencing the buying patterns of those looking for a retirement village.

名人可能有许多粉丝和巨大的社交媒体追随者。但是，这是有争议的，他们对跟随他们的人的实际影响是多大的。

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关键意见领导者

Industry experts and thought leaders such as journalists can also be considered influencers and hold an important position for brands.

行业领导者和思想领导者因其对专业知识的资格，地位或经验而获得尊重。通常，由于他们在哪里工作的声誉，因此获得了更多的贡献。例如，一家主要报纸上的一名记者可能不是他写新闻报道的主题的专家，但他因成为一名出色的作家而受到尊重，因为他能够像这样享有盛名的出版物。

These experts include:

• 记者
• Academics
• Industry experts
• 专业顾问

如果您可以在一家国家报纸上引起记者的注意，而他们在文章中对您的公司进行了积极的谈论，那么您以与博客或社交媒体的方式将他或她作为影响者的方式几乎相同影响者。在这种情况下，记者很可能会免费撰写他/她的报告。

博客作者and content creators often work with industry leaders and thought leaders, and it is not uncommon to see them quoted in blog posts and even used in social media campaigns. The line between traditional media and social media is blurring.

One thing to be aware of when working with key opinion leaders is that many have built up their reputation in an offline setting and may not have a large or active social following.

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对听众影响高于平均水平的人

在许多方面，最好的影响者因成为某些特定利基市场的专家而在线建立了自己的声誉。他们类似于关键人物的领导者，但通常通过在线活动更非正式地获得声誉。他们通过他们创作的社交帖子的质量，他们写的博客文章，讲话的播客以及他们制作的视频和在YouTube频道上发布的视频来创造声誉。

尽管还没有为这些人创建一个通用术语，但英国代理机构PMYB提出了他们的商标名称 -Chromo-Influencers™。这些是基于影响消费者行为的46个关键因素，是该机构绩效最高的影响者。

这些影响者具有最佳的沟通技巧和与听众的参与。他们吸引了他们的追随者，并被公认为自己领域的专家。

他们的追随者数字在很大程度上取决于他们的专业知识。但是，您会发现与他人相比，这些人的追随者非常高。