This document discusses influencer marketing and provides information on different types of influencers. It begins by defining influencers as those with over 1,000 genuine online followers. It then categorizes influencers based on follower count into nano, micro, B-lister, A-lister, and superstar influencers. Additional types discussed include influencers categorized by social media channel (Instagram, Twitter, YouTube) and category (fitness, beauty, food). The document stresses the importance of finding the right influencer based on factors like reach, personality, content quality, engagement rate, synergy with the brand, and credibility. It concludes by stating there are various ways brands can collaborate with influencers beyond paid posts, and influ

1. R EPORT: TH E POW ER OF IN FLU EN C ER S

2. “Influencer marketing is the first real consumer -
driven marketing channel.
It’s real people talking to real people.”
To d C a m e r o n , V i c e P r e s i d e n t M a r k e t i n g , D e m a n d G e n e r a t i o n a n d C o n t e n t

3. Source: https://www.tapinfluence.com/influencer-marketing-statistics/
WHY INFLUENCERS?
74% of people turn
to social networks
for guidance on
purchase decisions.
96% of people are
not as easily
converted by
traditional
advertising as before
- 69% of these
people attribute their
mistrust to brands’
desires to sell more
effectively.
Influencer marketing
content delivers 11X
higher ROI than
traditional forms of
digital marketing.
Teens’ emotional
attachment to
YouTube stars is 7X
greater than their
traditional
celebrities.
40% of people say
they’ve purchased
an item online after
seeing it used by an
influencer.

4. The first power of influencers sits in their relatability.
Despite their large popularity and internet following,
influencers are still perceived as mostly normal, down -
to-earth people. They share their lives online (even if
curated), stay connected with their followers, and are
able to directly interact with them.

5. Their second power is, majority of influencers belong
to the youth market (Gen-Z and Millennials) – a
demographic notoriously difficutly to reach by
marketers. So they share the same age group,
demographics, interest, behaviours, and often
upbringing of their target audience.

6. They’re a group that places strong value on forming
their own identity. The youth look up to them as role
models that shape their own behavior. Having a role
model that is relatable and easy to identify with makes
it all the more likely that teens, and young adults will
copy or
adapt their behavior.

7. How do brands tap into this influence in a way that is
authentic and beneficial to the brand, the influencer,
and the youth market?

8. However, with the increasing caution around how to
determine the credibility of influencers, there are key
tools and consideration points that need to be used to
find and verify the right influencer.

9. In this report, we deep dive into the types of
influencers, how to select the right one, and how to
collaborate with them to effectively connect with the
youth market. We also look at the future of influencers
– as they grow, where do they go?

10. 1. Types of Influencers
2. Ways to Collaborate with Influencers
3. Future of Influencers

11. 1.
TYPES OF INFLUENCERS

12. 1.
TYPES OF INFLUENCERS
Influenc er s ar e defined as s omeone w ith over 1000 genuine
online follow er s . U nder s tanding the types of influenc er s ( by
followers , by c hannel, and by c ategory) is important to us e as
filter s w hen s ear c hing for the r ight influenc er . Thes e for m par t
of c ons ider ation points in deter mining their c r edibility.

13. I N F L U E N C E R S I N S O U T H AF R I C A
Source: Humanz, The State of Influencer Marketing in SA 2019
There is an estimated total of 222 279 influencers in South
Africa.
Of which, 152 791 are on Instagram and 69 488 on Twitter (YouTube is unknown,
although has very strong video content creators).

14. TYPES OF IN FLU EN C ER S: R EAC H

15. T Y P E S O F I N F L U E N C E R S
NANO MICRO B-LISTER A-LISTER
SUPER-
STAR
1 000 – 4 999FOLLOWERS: 5 000 – 49 999 50 000 – 249 999 250 000 – 1M Over 1M
Source: Humanz, The State of Influencer Marketing in SA 2019
• The majority of influencers in South Africa fall into
the nano-influencer category.
• The country carries a total of 138 470 nano-
influencers on Instagram and 59 107 on Twitter.
• Superstar influencers are the rarest type of influencer
in SA, with only 63 on Instagram and 53 on Twitter.

16. T Y P E S O F I N F L U E N C E R S
NANO
1 000 – 4 999
• Nano-influencers are normally
people that have influence in their
friend cycle or communities.
• They are effective for when you
need to connect with young
consumers on a an intimate level
(think focus group).
• These influencers are growing in
their passion/area of expertise. They
are highly engaged with their
followers, and constantly
experimenting with their content
curation.
• Their followers tend to be more
passionate about their content and
journey as an influencer, therefore
are more captivated as an audience.

17. T Y P E S O F I N F L U E N C E R S
MICRO
5 000 – 49 999
• If you’re running a campaign that’s
interactive and needs more
engagement, micro-influencers are a
great option because they can
maintain an engaged relationship
with their followers and are gradually
growing in reach.
• Micro-influencers have a manageable
following, meaning that they
frequently engage with their followers
and can have discussions.
• They also normally have a better
defined audience because of its size.
• They tend to have more experience
in their passion, so bring a bit more
credibility to topics such as beauty,
health, passion points such as
politics etc.

18. T Y P E S O F I N F L U E N C E R S
B-LISTER
50 000 – 249 999
• B-lister influencers tend to have
grown in following and wider
influence in terms of the image they
have created.
• In a local context, they tend to have
multiple careers (the slashers) that
helps to build their image from
influencers to personalities.
• They have a loyal fan base because
of their longevity as influencers.
• They also are more thoughtful in
their content curation and brand
partnerships in order to build their
own brand as a personality.

19. T Y P E S O F I N F L U E N C E R S
A-LISTER
250 000 – 1M
• A lot of local celebrities fall into this
category solely because of the size of
the online audience and how these
celebrities use social media to build
their social influence.
• So here you will find both celebrities
and influencers turned personalities.
• They offer wider reach, high quality
content, and strong associations that
can be quite influential to a certain
sub-group (e.g. stylish men, premium
make-up users).
• They don’t however have as much of
a clore relationship with their
followers.
• Because these influencers are
influential across channels and
mediums (social, print, events, etc.),
the most effective partnerships would
leverage their use of different
channels and spaces of influence.
Essentially, a post is not enough with
this audience if you want relevance
and resonance with their audience.

20. T Y P E S O F I N F L U E N C E R S
SUPER-
STAR
Over 1M
• Globally, an influencer with this
number of followers can be someone
that has built their influence over
time.
• Whereas in South Africa, an
influencer with this number of
followers is most likely to be a
celebrity (actress, musician, media
personality etc.) that uses their
popularity to create influence on
social media.
• Essentially, due to their fame, they
have garnered a following. How they
leverage this to be influencers is
what separates them from other
celebrities.
• They offer massive reach, brand
credibility, and a premium voice. It is
best to consider a long-term and
deeper partnership with them, rather
than a single post to reach your
objectives.

21. TYPES OF IN FLU EN C ER S: C H AN N ELS

22. T Y P E S O F I N F L U E N C E R S
INSTA-
GRAM • As a visual platform, influencers on
this platform are well adversed with
the channel’s ability to give a visual
experience from stills to video.
• An influencer’s creativity and
expertise is imperative on this
channel. Why people follow them will
be because of their consistent high
quality content.
• With the rise of bots for followers and
engagement, it is important to
analyse accounts for any fake data.
• Once authentic influencers are
found, and given the creative
freedom to be the message for your
brand, they create engaging content
that their followers remain loyal for.

23. T Y P E S O F I N F L U E N C E R S
TWIT-TER • Twitter has played a crucial role in
many influencer marketing
campaigns.
• Twitter is an extremely powerful
platform, but like everything in
marketing, it’s all about targeting the
right people.
• As it is a conversational platform,
and often carries very strong
opinions, influencers on this channel
are able to spark conversations with
their followers that spreads like a
web.
• Whether it is create a conversation,
or highlight a live event, influencers
that are able to have real
conversations with people at any
given time are key.

24. T Y P E S O F I N F L U E N C E R S
YOU-
TUBE
• As YouTube has become a key place
for how-to and entertainment videos,
YouTube influencers take
adavantage of this platform to show
their expertise and personalities.
• The advantage of this platform for a
credible and authentic influencer is,
when their content is interesting and
relevant, they are better able to keep
their audience engaged for a longer
period of time (as opposed to other
platforms).

25. TYPES OF IN FLU EN C ER S: C ATEGOR Y

26. T Y P E S O F I N F L U E N C E R S
FITNESS
• Influencers grow their credibility in a
specific skillset/passion.
• As a brand, searching for influencers
in a specific category allows you to
find more authentic and expert
influencers that can add to your
message and brand image.
• An example of a category is fitness –
with many sub-themes, there are an
array of influencers that focus on
fitness and do not follow the
numbers, rather, are focused on the
content.

27. T Y P E S O F I N F L U E N C E R S
BEAUTY
• Another category is beauty. This
category has seen the most activity
from brands partnering with
influencers because of its impact on
purchase decision making.
• Influencers in this category build up
their expertise and visual creativity to
keep audiences engaged.
• Engagement and reach is quite
important in this category.

28. T Y P E S O F I N F L U E N C E R S
FOOD
• With the growing chefs and foodies
on social media, this category is
seeing a lot of people showcasing
their baking / cooking skills, as well
as their food photography skills.
• Influencers that are able to showcase
their recipes in a captivating way, and
build their expertise on and outside
the channel, are those that create a
loyal fan base.

29. F I N D I N G T H E R I G H T I N F L U E N C E R
REACH
PERSONALITY
QUALITY OF
CONTENT
ENGAGEMENT
RATE
SYNERGY WITH
BRAND
CREDIBILITY
WHAT TO CONSIDER WHEN
LOOKING FOR THE RIGHT
INFLUENCER:

30. 2.
WAYS TO COLLABORATE WITH
INFLUENCERS

31. 2.
WAYS TO COLLABORATE WITH INFLUENCERS
Ther e ar e var ious w ays br ands c an c ollabor ate w ith influenc er s
that goes beyond a paid pos t. As influenc er s ar e c ontent
c reators, the pos s ibilities are endles s when brands give
influenc er s c r eative fr eedom and ar e open to explor ing
differ ent for mats to engage audienc es .

32. For the full r epor t , email hello@ jupiter c t.c o.za .