Influencers are all around us. They exist on every social media platform, especially Instagram. Influencers are social media professionals who get paid by companies to support their brand. They are typically everyday individuals who worked their way to the top of social media. There are also levels of influencers. Macro Influencers are at the top of the food chain. These are the celebrities, and they charge hundreds of thousands of dollars to advertise products on their page. Just below them are Micro Influencers who have between 1,000 and 100,000 followers. The smallest group is Nano Influencers. Influencers can help companies skyrocket their brand by gaining brand attention. They are seen as trustworthy and friend-like to the user, creating authenticity in any brand they support. Influencers target Millennials and Gen Z. The majority of Millenials and Gen Z individuals could name or at the very least picture an influencer if asked. This shows how far their reach goes, and how enmeshed they are into the lives of their followers. By becoming a trustworthy source of information, an influencer can– for lack of a better term– influence followers. How do they do it though? What strategies do they employ? The first thing to look at is that many of them are in the same age range as their viewers. They speak the same way and therefore are more trusted than someone who does not understand generational culture. Next, Influencers interact with their audience. They are constantly online making them a virtual friend of sorts for people. Finally, they have a talent or ability that can keep an audience engaged within a short window of time. Influencers each have their own thing, some use humor, a talent for cooking, celebrity status, or even trick shots. 

Many of us will never be an influencer. It takes charisma, skill, humor, luck, talent and time to become an influencer. Instead of trying to focus on emulating an influencer with your brand, utilize influencer marketing. According to Hubspot, 1 in every 4 companies uses influencer marketing. This is not surprising as it is highly effective. Selecting the right level of influencer is also important. Smaller influencers tend to show more engagement and be more affordable. The downside to this is that they reach a smaller audience. The decision then is which influencer is right for you? Selecting an influencer in the same niche as your company helps maximize the benefits of an influencer. Selecting the correct level will decide the reach and level of engagement. Influencer marketing takes brands to the next level when done correctly. It legitimizes them, brings awareness to them, and leads to more trust in the brand.