With the rise and fall in popularity of particular social media platforms, as well as the appearance of new ones, digital marketing trends are constantly changing. Influencers marketing is a crucial digital marketing consideration for firms trying to grow their reach quickly and effectively. Working with the correct influencer for a marketing campaign can actually reduce money and enhance returns on social media efforts without sacrificing quality.
It’s all about trust when it comes to influencer marketing. Businesses benefit from having their brand validated — by an influencer — before offering a product or service to a potential client base when they use an influencer for marketing efforts. Consumers are more likely to trust a brand if an influencer endorses it.
Indeed, 63 percent of 18- to 34-year-olds trust influencer opinions more than brand messages, making influencer marketing a very effective technique for attracting Gen Z customers. Influencer marketing is still relevant and helpful for people of other ages. Influencer marketing has climbed 42 percent in the last year, reaching $13.8 billion in 2021, with 63 percent of companies expected to raise their expenditure for influencer marketing in the coming year.
What is influencer marketing and how does it work?
Influencer marketing is a type of social media marketing that takes advantage of the power of people who have a large social media following. Consumers interact with a business that is targeting them as possible clients through the influencer.
Because their followers regard influencers as industry experts, marketers can work with them to promote their companies via recommendations or featured content. This can be overt, but it’s most effective when it’s woven throughout the influencer’s social media post without detracting from the style or message. By incorporating an influencer into your marketing approach, your followers may be more inclined to feel your brand is associated with a philosophy or interests they value, leading them to engage with your business.
Influencers with the most clout in each category
Because of their “authority, knowledge, position, or relationship” with their audience, an influencer, according to Influencer Marketing Hub, has the capacity to influence consumers’ purchasing decisions. These people usually have a large following in a specific specialty and actively engage with it.
So, who are the most prominent social media users in your industry? We determined the top five individual social media influencers across nine key industries using a combination of influencer lists and social media platform data, with current follower numbers for their top two channels as of December 2021.
- Automotive vlogger Tim “Shmee” Burton (Shmee150). 1.5 million Instagram followers and 2.31 million YouTube subscribers.
- Eric Cook (EricTheCarGuy) is a vlogger who specializes in auto repair and tips. 1.64 million YouTube subscribers and 155 thousand Facebook fans.
- Dan on a Bike is a motorcycle vlogger. 1.17 million YouTube subscribers and 320 thousand Instagram followers
- ThatDudeInBlue (David Patterson) is a car critic. 1.17 million YouTube subscribers and 262 thousand Instagram followers
- Matt Farah (TheSmokingTire) is the host of the automotive podcast TheSmokingTire. There are 1.03 million YouTube subscribers and 293 thousand Instagram followers.
- Huda Kattan (HudaBeauty) is a blogger and makeup artist. There are 49.6 million Instagram followers and 4.1 million YouTube subscribers.
- James Charles Dickinson (James Charles) is a vlogger and celebrity makeup artist. There are 24.5 million YouTube subscribers and 24.1 million Instagram followers.
- Jeffrey Lynn Steininger, Jr. (Jeffreestar) is a makeup artist and the founder of the
- Jeffree star cosmetics line. 13.5 million Instagram followers and 16.2 million YouTube subscribers.
- Rachel Levin (rclbeauty101) is a vlogger and celebrity makeup artist. 3.5 million Instagram followers and 14.5 million YouTube subscribers.
- Bethany Mota is a vlogger that focuses on fashion, beauty, and hairstyles. There are 9.68 million YouTube subscribers and 4.7 million Instagram followers.
- The Virgin Group was founded by Sir Richard Branson. There are 12.6 million Twitter followers and 4.6 million Instagram followers.
- Gary Vaynerchuk (GaryVee) is the founder and CEO of Vayner Media and Vayner Sports, as well as an investor. There are 9.4 million Instagram followers and 2.6 million Twitter followers.
- Grant Cardone is a serial entrepreneur and business author. 6.7 million Facebook fans and 3.5 million Instagram followers.
- MKK Group founder and radio/TV personality Martha Debayle. 4.2 million Facebook fans, 2.5 million Twitter followers
- Daymond John (TheSharkDaymond): FUBU creator and “Shark Tank” investor. 692K Twitter followers and 1.3 million Instagram followers.
- Chiara Ferragni is a fashion blogger and businesswoman. 25.6 million Instagram followers, 1.2 million Facebook fans
- Camila Coelho is a fashion designer and businesswoman. There are 9.3 million Instagram followers and 1.26 million YouTube subscribers.
- Olivia Palermo is a fashion designer and entrepreneur. 9 million Instagram followers, 1.3 million Facebook fans
- Vlogger and entrepreneur Negin Mirsalehi specializes in fashion and lifestyle. 6.8 million Instagram followers and 507 thousand YouTube subscribers
- Mariano Di Vaio is a writer and designer in the fashion industry. 239K YouTube subscribers and 6.5 million Instagram followers.
- Jamie Oliver is a chef, restaurateur, and television personality. 8.9 million Facebook fans, 8.7 million Instagram followers
- Rosanna Pansino is a culinary YouTuber and baker. 4.3 million Instagram followers and 13 million YouTube subscribers.
- Food/cooking vlogger Andrew Rea (Binging with Babish). There are 9.39 million YouTube subscribers and 1 million Instagram followers.
- Jun Yoshizuki (Jun’s Kitchen) is a vlogger who specializes in food and cuisine. There are 5.28 million YouTube subscribers and 162 thousand Instagram followers.
- Laura Vitale (Laura in the Kitchen) is a vlogger who specializes in food and cookery. 3.85 million YouTube subscribers and 1 million Facebook fans.
- Mark Fischbach (Markiplier) is a vlogger that focuses on gaming and entertainment. 9.3 million Instagram followers and 30.43 million YouTube subscribers.
- SSSniperWolf (Lia Shelesh) is a gaming vlogger. YouTube has 30.32 million subscribers, and Instagram has 5.2 million followers.
- Seán Jacksepticeye (William McLoughlin) is a gaming and comedy vlogger. There are 27.7 million YouTube subscribers and 7.5 million Instagram followers.
- Gaming vlogger Evan Fong (VanossGaming). There are 25.6 million YouTube subscribers and 3.6 million Instagram followers.
- Daniel Middleton (DanTDM) is a professional player and vlogger who specializes in gaming. There are 25.7 million YouTube subscribers and 3.3 million Instagram followers.
- Kayla Itsines is a fitness blogger and businesswoman. 28 million Facebook fans, 13.6 million Instagram followers
- Michelle Lewin is a fitness entrepreneur and a personal trainer. 8.7 million Facebook fans, 14.4 million Instagram followers
- Anllela Sagra is a fitness entrepreneur and a personal trainer. 13.8 million Instagram followers, 1 million Facebook fans
- Simeon Panda is a fitness blogger and business owner. 2.58 million YouTube subscribers and 7.9 million Instagram followers.
- Fitness blogger and entrepreneur Cassey Ho (blogilates). There are 5.7 million YouTube subscribers and 2.2 million Instagram followers.
Parenting and the home
- Louise Pentland is a blogger and vlogger who focuses on parenting and leisure. 2.25 million YouTube subscribers and 2.8 million Instagram followers.
- WhatsUpMoms’ Meg Resnikoff and Elle Walker are parenting vloggers. 3.36 million YouTube subscribers and 125 thousand Instagram followers
- Jennifer Anderson (Kids Eat in Color) is a licensed dietician in public health and an entrepreneur. 1.5 million Instagram followers and 304 thousand Facebook fans.
- Ildiko Ferenczi is a podcaster who specializes in family and parenting. 1.6 million Instagram followers and 145 thousand Facebook fans.
- Amber Fillerup Clark is an entrepreneur and lifestyle vlogger. 1.3 million Instagram followers and 214 thousand YouTube subscribers
- Photographer and director Chris Burkard has 3.7 million Instagram followers and 663 thousand Facebook fans.
- Travel bloggers and vloggers are part of the Bucket List Family. 1.36 million YouTube subscribers and 2.6 million Instagram followers.
- Wil Dasovich is a vlogger that focuses on travel and leisure. 864K Instagram followers, 2.74M YouTube subscribers
- Travel vlogger Louis Cole (FunForLouis). 1.1 million Instagram followers and 2 million YouTube subscribers.
- Travel and lifestyle blogger Jennifer Tuffen (izkiz). 2.8 million Instagram followers and 9.8 thousand Facebook fans.
Why having a large number of followers isn’t always a good thing
While the above influencers have large social media followings, you shouldn’t rule out micro-influencers with 1,000 to 100,000 followers or even nano-influencers with less than 1,000 followers for your brand. Many brands have found success with influencers that have smaller but highly engaged audiences, such as Rooftop Cinema Club, which offers rooftop, drive-in, and park movie viewing experiences.
“”We care more about their engagement rate than their following count,” said Patrina Couling, current head of sponsorship and events at Rooftop Cinema Club and former director of marketing and partnerships. “It’s crucial to know if their following are interested in what they post. We’ve discovered that people who have already engaged with [our brand] are more willing to share useful content.”
Couling suggests that influencers be chosen based on the following criteria:
- They recognize, respect, and value your brand.
- They fall into your target demographic.
- Their own brand and target market “match” and “align” with yours.
When approaching an influencer about collaborating with your company, Couling advises offering them something of value. Then, specify what you expect in return with specific standards and criteria (e.g., posting, engaging, and sharing).
“Work with them as well,” she added. “Be adaptable in your search for tempting offers for your followers.”
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