10 Types of Social Media Influencers — by Industry and Niche
Beyond follower size, influencers can also be categorized by industry and niche.
Here are the most popular types of influencers you’ll most likely work with:
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Food Influencers
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Health and Wellness Influencers
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Fashion Influencers
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Lifestyle Influencers
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Memes and Pop-culture Coverage Influencers
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Travel Influencers
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Family Influencers
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Gaming Influencers
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Animal Influencers
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Beauty Influencers
#1: Food Influencers
“Phone eats first,” is especially true for foodie influencers.
These influencers share everything from their best game-day recipes to holiday favorites to grocery budgeting tips.
And there are so many creative ways to work with them.
Take Folgers Coffee’s recent partnership with Meredith Hayden (aka @wishbonekitchen) for example:
As Meredith’s content typically includes breakfast recipes, Folgers is a natural (and on-brand) integration on her feed.
#2: Health and Wellness Influencers
The health and wellness industry is booming — especially on social media.
In fact, 47.6% of people use social media as their main source of health information.
Health and wellness influencers span a number of topics including, nutrition, fitness, exercise, sleep, stress, mental health, and social connections.
#3: Fashion Influencers
Fashion influencers create content focused on all things, you guessed it, fashion.
There are fashion influencers who share different outfits every day, those who share the latest fashion trends, and others who share realistic hauls.
Fashion influencers span a wide range of fashion-centric topics but one thing is for sure: their followers look to them for inspiration, relatability, tips, and the like.
Streamline creator discovery and management when you sign up for Influence — schedule a call to learn more.
#4: Lifestyle Influencers
Lifestyle influencers make up a large chunk of the influencers you see online.
Because they aren’t pigeon holed to one type of niche, their content typically documents their daily lives — from a weekend trip to their morning skincare routine.
Chrissy Rutherford is a perfect example of a lifestyle influencer. She talks about fashion, living abroad, mental health, travel, and her day-to-day.
Lifestyle influencers are versatile, making them a great fit for most brand partnerships.
#5: Memes and Pop-culture Coverage Influencers
While meme and pop culture influencers are not new, they’ve taken off in recent years.
These types of influencers focus on humor and entertainment with a TV, movie, and celebrity lens.
Influencers like Alexandra Nikolajev (@lexniko) and Amanda Hirsch (@notskinnybutnotfat) often partner with lifestyle and entertainment brands.
Because these influencers typically attract a younger demographic, they’re great for brands who are looking to reach a Gen Z and Millennial audience.
#6: Travel Influencers
Travel influencers create high-quality content regarding all things travel.
There are travel influencers who highlight their favorite trips and destinations, and others who share their favorite travel strategies, deals, and products.
#7: Family Influencers
Family influencers are influencers who focus on family life, parenthood, and family dynamics.
Mommy influencers are a sub-category — which is a massive influencer niche on its own.
Many family influencers diversify their content across various platforms, whether it’s vlogging on YouTube or posting on Instagram and TikTok.
They share a wide range of content including educational materials, parenting experiences, and their favorite brands or toys.
#8: Gaming Influencers
Gaming influencers are influencers who are dedicated to video game content — often posting on Twitch, YouTube, and TikTok.
Their followers can typically expect live-streams, game reviews, their thoughts about upcoming releases, and more.
In fact, 89.5% of video game sales happen in the digital world, making video game influencers extremely lucrative.
Collaborating with gaming influencers can also lead to creative campaigns audiences love. Influence and Chobani worked with creators on Twitch to promote an exclusive game that got 7 million total impressions. See how they did it here.
#9: Animal Influencers
Arguably the cutest influencers of them all: animal influencers.
Animal influencers span from owners posting on behalf of their pets to influencers sharing the ins and outs of their furry companions’ lives.
Animal influencers share everything from daily vlogs, product reviews, training tips, grooming, and pet food.
#10: Beauty Influencers
The beauty industry is one to watch — it’s predicted to grow to $716.3B by 2025.
Beauty influencers create and share content related to makeup, skincare, haircare, and other beauty-related topics.
These influencers are seen as experts in the space and often have the trust and confidence from their audience.
As a brand, onboarding beauty influencers is the best way to showcase your products in a true, authentic way. Audiences love to see how products work and are applied in real-life situations.
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