Influencer Marketing Knowledgebase

All the important influencer marketing related articles, notes and other resources can be found here. If you are new to the topic and want to learn more, or you are seeking useful material for a university project, this is a great place to start.

Table of contents:

Who are influencers?
What is influencer marketing?

Who are influencers?

Influencers (also known as opinion leaders), are persons who can influence the opinion of a given community with the help of their social media channels (Instagram, Youtube, TikTok, Facebook...) and the content they create. The standpoint of InfluencerWiki is that anybody can be an influencer. Independently from the number of social media followers. The difference between influencers is in the number of people they can reach, and the impact they can cause within their audience for a given goal.

Who are micro-influencers?

Micro-influencers are influencers too, but their audiences are smaller than those of influencers. The easiest way to categorize micro-influencers is by number of followers on social media platforms. It's important to note that there is no golden rule or exact follower/subscriber threshold to identify micro-influencers. Status can differ based on the country's population or the language area. For example, with 200.000 Instagram followers you could be a widely-known top influencer in Norway, but in the United States you wouldn't get into the 3000 most popular Instagram accounts. This is why it's not wise to use a universal number to identify micro-influencers. In the US, we generally speak about micro opinion leaders as having less than 50.000-100.000 followers. However, here we must note that there can be a substantial difference in follower activity. One influencer with 50.000 followers may get 15.000 likes for an Instagram post, while another may get 5.000 likes with 500.000 followers. This is why we highly recommend to always use the statistics you can find on InfluencerWiki before doing any sponsored partnerships.

Influencer categories

InfluencerWiki has it's own rule to categorize influencers. Our categorization based on what kind of products and services can be advertised by the given opinion leader. In some other cases we also categorize by profession.

Fashion influencers

Travel influencers

Beauty influencers

Gastro/Food influencers

Fitness influencers

What is influencer marketing?

Influencer marketing is the promotion of products and services with social media influencers. It also includes the discovery of influencers, the campaign planning,implementation and measuring the efficiency with analytics tools.

How to start influencer marketing?
Discovery of relevant influencers

The first step, when we want to advertise with influencers is to find the right persons to promote our brand. For this phase, our platform will be perfectly helpful.

Contacting the chosen influencer

You can contact influencers directly or indirectly. In most cases, the more popular the influencer, the more difficult they are to contact. Indirect contact is when an advertising or creative agency connects the advertiser with the opinion leader.


Related Articles:
Hiring an influencer agency VS. working with an influencer directly