Who are Social Media Influencers?

Social Media Influencing

Have you ever seen someone on social media, maybe someone in your profession, with a hundred thousand followers and wondered, how the heck did they get so popular?

Authenticity has always been a prevalent concern in the marketing industry. Marketers and industry experts conduct vast research and surveys to figure out the right level of influence they can have on consumers using advertising. Before online media took over, finding your niche audience through offline advertising was quite daunting. Now things are getting easier thanks to the internet. Take social media influencer marketing, for example. Over the past five years, there’s been a surge in the way big brands have adopted this form of marketing.

Social Media Influencers

Although a large following is important, social media influencers need a lot more than an audience to be successful. Whether they’re on Facebook, Twitter, Instagram or YouTube, social media influencers need a niche theme in order to make it brand influencer-worthy. Lilly Singh, for example, used her niche of comedy to become a YouTube star. Her ads across social media are deliberate both with the product placement and her humor. The balance of the two keeps the ads genuine, allowing her audience to connect on a deeper level. Another example is Unbox Therapy who’s been renowned for his honest and thorough technology gadget reviews. On the other hand, Brian Kelly is a travel influencer who incorporates plenty of personality into his adventure-filled Instagram.

A Social Media Influencer is a user on social media who have established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.

How did they become Influencers?

These people are generally known as social media influencers, and they’re a crucial component of influencer marketing (an entire suite of tactics designed to gain influence, followers, and authority by working with more popular people). But if you’re interested in becoming an influencer in your own right, or you want to know how these influencers rose to such a position of power, you might be curious about what sets them apart.

Obviously, they put in extra work and have more experience than the average Joe. But beyond that, there are a few secrets that most influencers don’t publicize. If you hang around a social media marketer long enough, you’re bound to hear the term social media influencers tossed around in conversation. Social media influencers are the bread and butter to marketing strategies and help brands build valuable relationships on social media platforms.

Most social media managers prize their social media influencers because they can drive engagement and word-of-mouth communication to your brand at a higher rate than standard organic methods. At the same time, some managers are hesitant to deem someone a social media influencer just because they have thousands of followers.

There has to be a middle ground toward influencer marketing and it starts with you understanding the goals of your brand and what the influencer will accomplish. Creating goals and outlining each party’s responsibilities, possibly including it in a social media proposal, is essential to see results. The best way to find your social media influencers is by thinking about whose voice you trust. If you were searching for a reason to buy or try out a service, wouldn’t you want the most trusted and reliable source? 

A survey from Nielsen showed only 33% of consumers trust advertisements, while 90% put their faith in peer recommendations. Getting influencers to persuade consumers can drastically work in your favor when correctly executed. Below are the reasons for and components of all Social Media Influencers.

Components of an Influencer Marketing Strategy

  1. Identify the topics of influence that speak to your brand’s target buyers.
  2. Vet the influencers who are a good contextual fit with your brand. Look for content quality, reach, engagement and an alignment of values with your brand.
  3. Relate and engage with to your target influencers via email and other social channels. Ask them to partner with your brand and offer them compensation to create mutually beneficial relationships.
  4. Measure all earned media and identify which influencers and which topics lift your brand the most.
  5. Repeat. Once you’ve identified who and what works best for your brand you can build a stronger influencer marketing strategy each time around.

Why Social Media Influencers?

  1. Action and social mentions are driven more effectively by “power middle.” Mid-level influencers like bloggers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “mega influencers.”
  2. Having influencers to discuss their brand experience is crucial. 88% of buyers consider online reviews “very influential” when making a purchase decision.
  3. Millennials represent an enormous segment of the purchasing population yet are drastically different from other verticals when it comes to how to market to them. They vet purchases and a brand’s story more than other buyers.
  4. 90% of consumers trust peer recommendations. Only 33% trust ads
  5. Thinking a step beyond buyer personas and developing influencer personas is a valuable way for marketers to be sure they are reaching the right influencers.
  6. The most effective influencer marketing strategies build and foster strong relationships with current network, happy consumers and new influencers who are active in relevant verticals.
  7. Since influencer marketing is about building strong relationships, a strategy that values a mutually beneficial relationship is key. 
  8. Consumers want authenticity from the brands they interact with. When marketers equip influencers with an entire experience to share about a brand or product the posts are more engaging.
  9. Develop relationships with influencers before you need them. Relationship building takes time and once the connection is there, activating influencers becomes a lot more seamless and effective.


Using social media influencers in your marketing is the practice of building relationships with the people who can build relationships for you. Whether an influencer’s audience is small or large, an influencer can reach consumers via their blogs and social networks that your brand may not be able to.

#jmexclusives has been in the social marketing, digital promotion and social media influencing in over 8 years. We understand your particular needs and offer you the best-performing services, solutions, and support when it comes to social media. If you wish to get any of our services, please feel free to Contact Us! or leave your message below this blog.

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