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An influencer is a person who has the ability to affect the behavior of other people as a result of the size of their audience or their individual persuasiveness. Influencers can influence through the overall size of their audience (total reach) or because of their authority and reputation within a smaller community of people.

Influencers are of interest to companies who wish to pursue influencer marketing. Influencer marketing rose from the common practice of celebrity endorsement. A typical influencer marketing arrangement includes a brand paying an influencer for mentions or promotions of their products.

Influencer marketing is particularly common in the health and fitness industry, with Instagram a common influencer marketing platform. However, influencer marketing refers to any marketing program intended to increase mentions of a brand by an influencer.

What does an influencer do?

As a person considered to be influentail, an influencer uses that influence to guide their followers’ buying decisions. Most often done via creating media (videos, podcasts, newsletters), influencers promote products that they are paid to promote.

How much do you pay an influencer?

Speaking of getting paid, some influencers get paid based on their followers and engagement. You can expect to pay somewhere between $100 and $1000+ for social media posts. Some social media influencers command $10,000+ per post.

How many followers do you need to be an influencer?

Known as “micro-influencers,” some influencers have less than 100,000 followers. Your status as an influencer is more ahem influenced by your ability to drive revenue for your partner, versus how many total followers you have. Some influencers with less followers can create a higher ROI for sponsor partners than others.


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