What is an influencer? When you think of influencer, social media stars might come to mind.

But the idea of what is an influencer actually goes way back—think 18th-century Europe, when Queen Charlotte’s love for Wedgwood tea sets sparked interest among royal families across Europe. Her influence was so strong it helped solidify the Wedgwood brand for generations.

Of course, back then, people didn’t know what influencer is.

The concept of influencers began evolving with the rise of early platforms like MySpace and LiveJournal in the early 2000s.

This shift introduced a new understanding: influencer is a trusted figure with loyal followers, impacting their decisions through personal stories and advice.

In this guide, we will not only give you a full definition of what an influencer is but also tell you about the types of influencers and why they are a goldmine for businesses.

-> What is an influencer?

-> How did social media impact influencers?

-> What Do Social Media Influencers Do?

-> Why are influencers important for businesses?

-> Types of influencers

-> How Do Influencers Make Money?

-> How to Find Influencers?

-> Conclusion

-> Q&A

🎁 Also, grab some Free Gift on your way to master Influencer marketing 🎁

Ready? Let’s dive in! 👇

Simply put, what is an influencer?

It’s important to note that “influencer” isn’t exactly the same as “social media influencer”; however, these terms have blended over time.

If you want to define influencer in the simplest, general terms, think of them as trusted voices whose opinions hold sway. This could include politicians, actors, or even scientists.

But the influencer definition has evolved, and today’s influencers mostly live on social media. Here’s a breakdown of the key types you’ll see:

We all know them—actors, musicians, and public figures with massive followings. Celebrities embody what is an influencer in the classic sense, as their authority and reach give brands a major credibility boost.

✨Imagine Jennifer Aniston backing a skincare brand or Dwayne “The Rock” Johnson promoting athletic wear.

When celebrities endorse a product, it grabs attention and instantly elevates the brand in the eyes of their fans.

Athletes bring something unique: they inspire.

People admire their dedication, so when considering what is an influencer, athletes stand out. Their endorsements—whether for activewear, supplements, or fitness gear—pack a punch.

Just think of Cristiano Ronaldo or Serena Williams and the impact they have on their fans’ choices.

They embody values that people respect, so their endorsements feel authentic and aspirational, making them some of the most effective influencers out there.

The perfect example?🏀

One of the first superstar athlete influencers was Michael Jordan. In the ’80s, Nike came up with the idea to collaborate with an athlete to endorse products!

Bloggers are like experts on tap—constantly sharing detailed insights on topics like travel, lifestyle, and food.

If you’re looking for what does a social media influencer do, bloggers are a great example: they’re known for producing in-depth, long content that followers trust for personal tips and recommendations.

🏕️ A travel blogger, for example, might share the best hotels, local gems, or insider guides, so their audience turns to them as a go-to source for reliable, detailed advice.

Content creators are masters of visual storytelling. From Instagram and TikTok to YouTube, they create eye-catching content that resonates.

These influencers don’t just show products—they transform them into experiences. Whether it’s a TikTok tutorial or an eye-popping Instagram layout, they’re pros at making products shine in fun, creative ways.

For brands, content creators are the secret weapon for turning products into memorable social media moments.

But what’s the difference between content creators and bloggers?

Content creators and bloggers both build serious influence, but they’ve got different strengths when it comes to understanding what is an influencer and how they impact audiences.

🤳Content creators excel at quick, visually captivating posts and often dominate platforms like Instagram and TikTok, reaching a broad audience in seconds.

🎥 Bloggers, on the other hand, focus on long-form, story-driven content, publishing detailed posts that build trust and loyalty with their readers.

YouTube is another go-to for bloggers, letting them upload longer videos to connect even more personally with their followers. Each type of influencer offers unique ways to engage followers and build brand credibility.

KOLs are your go-to specialists, from doctors and scientists to financial advisors. They personify trust, so their followers value their recommendations on products in fields like health, finance, or tech.
When it comes to skincare, for instance, a dermatologist can be the ultimate example of what is an influencer; or in tech, a seasoned analyst’s reviews are golden.

People view them as authorities, so their endorsements carry extra weight.

LinkedIn has become the main hub for KOL influencers.. Interestingly, these influencers are now a major focus for B2B businesses.

💡Currently, about 85% of B2B companies are incorporating influencers into their marketing strategies—up from just 34% in 2020.

But let’s be real—you’re here to learn what is a social media influencer today and how they’re shaping the digital world.

Social media influencers have become powerful allies for brands because they connect directly with audiences, build trust through engaging content, and bring a refreshing level of authenticity. The impact of a well-placed recommendation by an influencer can be game-changing for any brand aiming to expand its reach and credibility in the digital age.

With the rise of social media, the term “influencer” has taken on a whole new meaning.

Today, when we talk about what is an influencer, we’re almost always referring to social media influencers.

Social media influencers are people who share content on platforms like Instagram, TikTok, and YouTube, building communities around topics they’re passionate about—fashion, travel, fitness, tech, you name it.

Their followers are loyal, engaged, and trust their opinions, which is exactly why brands love partnering with influencers.

Take beauty mogul Huda Kattan, who started out sharing makeup tips and now has her own beauty line, or Joe Wicks, a fitness coach whose home workouts reached millions worldwide.

These influencers aren’t just talking about trends; they’re creating them. And when they recommend a product, their followers listen—and often buy.

It’s ALL about content.

With the rise of platforms like YouTube (2005), Instagram (2010), and TikTok (2022), understanding what is an influencer has become key in today’s digital landscape. The impact of content has completely reshaped how we consume media and discover products through these personalities.

So, what is an influencer? At a basic level, an influencer is a social media personality who creates and shares content that resonates deeply with their followers.

When asking what is an influencer, it’s essential to remember that their content takes many forms—videos, photos, Reels, Instagram Stories, TikToks, and YouTube Shorts. Each format allows influencers unique ways to connect with their audience and deliver their message.

When considering what is an influencer, it’s clear their reach extends far beyond the screen. Today’s influencers are building full-scale personal brands with the authority to sway large audiences.

We’ve touched on what is an influencer in terms of brand partnerships—but why are these collaborations so valuable?

Let’s dive into the benefits of working with influencers!

Here’s the secret sauce: people trust people. When influencers endorse products, they leverage the trust they’ve already earned with their followers, showing what is an influencer at its core.

📊 Statistics show that 49% of consumers view influencer endorsements as equally trustworthy as recommendations from friends, providing brands with credibility they can’t achieve through traditional ads alone. So what is an influencer, really? They’re individuals who boost awareness by embedding a brand’s message into authentic, shareable content that genuinely resonates with their audience.

And the impact is clear: influencer-led content can have up to an 80% recall rate among viewers, showing the memorable power of these endorsements. Plus, with each post, influencers demonstrate what is an influencer by introducing brands to new customers and increasing brand recognition while keeping things authentic.

What is an influencer in terms of content power? Influencer content acts as a visibility machine, giving brands a significant advantage when it comes to discoverability. It’s not just about being seen; it’s about ensuring the right people are seeing your brand.

Take Victoria’s Secret, for example.

For their 2024 show, they tried something different by inviting influencers to create content around the event. What is an influencer if not a powerful partner for brand growth?

The result? Creators helped drive a 5,300% month-over-month boost in online mentions, with hashtags for the 2024 show accumulating over 30K posts.

📊 Influencer posts drive 3-4x more engagement than brand-made content, showing just what an influencer can do to make your brand far more likely to pop up in potential customers’ feeds.

But here’s the kicker: every share, mention, or link from influencers helps brands show up in search results, too.

By tagging your brand or linking to your site, influencers add that extra SEO boost. And with all that additional traffic and visibility, Google takes notice, ranking your site higher and making it easier for new audiences to find you.

Influencers are key players in enhancing brand authority and boosting reputation. When brands partner with influencers, they tap into a powerful trust factor.

📊 In fact, 80% of consumers report feeling more confident in brands that work with influencers.

It’s like having a trusted friend vouch for you in a crowded marketplace—this kind of endorsement can do wonders for how a brand is perceived.

What’s even more impressive is that influencer recommendations motivate about 60% of followers to consider trying out a brand’s product or service.

This is not just a fleeting trend; it’s a strategy that cultivates a long-lasting relationship with consumers. By aligning with influencers who resonate with their target audience, brands can establish themselves as credible authorities in their field, which fosters loyalty and trust.

In today’s crowded digital landscape, cutting through the noise is essential, and influencers excel at this.

When brands partner with influencers, they gain access to the genuine connections these influencers have built with their audiences.

📊 According to stats, 51% of marketers report that influencer marketing leads to acquiring better-quality customers.

Why? It’s all about authenticity—followers trust influencers because they feel a real connection. What is an influencer? They are trusted figures whose personal rapport with their audience drives engagement and recommendations.

Influencers know how to speak directly to their audiences, making their content feel personal and relatable. This means their recommendations come across as genuine suggestions rather than just another ad, which can be a game changer for brands trying to capture attention. When you partner with an influencer, it’s not just a marketing strategy, it’s about building a relationship with someone who is trusted by their followers.

When influencers share your brand, it’s not just about visibility; it’s about attracting the right audience—those who are already engaged and interested in what you offer. Understanding what an influencer truly is and how they connect with their followers can make a significant difference in your marketing efforts.

When it comes to sparking meaningful conversations around your brand, influencers are your best allies.

With their massive reach, they don’t just share content—they ignite discussions. Influencers have a knack for creating trends and engaging their followers. What is an influencer? They are the catalysts for conversation, using their platforms to create buzz around the topics and brands they care about.

📊 Consider this: over 90% of consumers engage with influencers on platforms like Instagram, YouTube, and TikTok every week.

This level of interaction shows just how much impact influencers have on shaping opinions and driving conversations. Influencers don’t just promote—they spark dialogue, creating a sense of community around a brand and encouraging their followers to share their own thoughts, experiences, and preferences.

When they feature your brand, it invites their audience to join the dialogue, share their thoughts, and even spread the word. Imagine your brand becoming the next social media trend!

Ready to see your sales soar? Influencers can make that happen! If you’re wondering what is an influencer capable of achieving, just look at their impact on purchasing decisions.

📊 Statistics back this up, showing that influencer campaigns can lead to a 9% increase in brand affinity and purchase intent.

But that’s not all—39% of social media users have reported buying something because an influencer recommended it.

Consider Gymshark, for example. Since 2014, their revenue skyrocketed from £250,000 to £400 million—thanks to partnerships with TikTok influencers!

When an influencer shares a product they love, it feels less like an ad and more like a personal endorsement from a friend. This authenticity is what makes influencers so powerful; it drives consumers to take action and make purchases based on real recommendations.

But the influence doesn’t stop there! Once someone buys a product based on an influencer’s recommendation, they’re likely to share their experience with others, creating a buzz that amplifies sales even further.

Want to know how our client increased their sales by 900% with influencers? Check out this case study!

One of the biggest draws of influencer marketing? It’s efficiency for your budget! If you’ve ever asked, what is an influencer good for financially, the answer lies in their remarkable ROI.

📊 Studies show that for every dollar brands invest in influencers, they typically see an average return of $6.50.

And here’s where it gets even better: some of the most successful influencer campaigns can earn even higher returns, with top performers reporting an ROI that soars well above average, making influencer marketing a strategic choice for brands looking to stretch their budgets and maximize impact.

So why is this channel so budget-friendly? If you’re asking, what is an influencer bringing to the table that makes them cost-effective, the answer is simple: influencers offer a kind of reach and authenticity that traditional ads often lack.

Unlike high-production ad campaigns, influencer posts blend naturally into social feeds, making them feel genuine.

And because influencers speak directly to niche audiences who already trust them, their recommendations are more likely to lead to conversions while using fewer resources.

Brands can also tailor influencer partnerships to fit their budget. Working with micro-influencers, for example, is often more affordable than celebrity endorsements and can deliver even better engagement rates, thanks to their close-knit, loyal audiences.

😉 Think influencer marketing can boost your business? But how do you build a truly successful influencer marketing strategy? How much budget should you allocate? Who to partner with? And how?

To get the most out of influencer partnerships, you need to know the different types of influencers out there.

Let’s break it down!

Now you can see why influencers are such powerful allies for brands.

But as you might have noticed, there’s a wide range of influencers out there.

So, let’s break it down:

1️⃣ Instagram influencers

If you’re wondering what is an influencer on Instagram, it’s all about visuals—think eye-catching photos, quick Reels, Stories, and image carousels. This platform is ideal for influencers in lifestyle, fashion, beauty, travel, and food.

🤳 Instagram influencers are masters at creating polished, brand-friendly content that feels authentic. They excel at producing captivating visuals that showcase products in appealing ways, making it easy for followers to imagine themselves in the scene and connect with the brand.

2️⃣ YouTube influencers

Wondering what is an influencer on YouTube? This platform is all about long-form video content—think in-depth tutorials, vlogs, unboxings, and product reviews.

🎥 YouTube influencers build trust and establish authority within niches like gaming, tech, beauty, fitness, and education.

The extended video format on YouTube allows these influencers to connect deeply with viewers, making it a perfect platform for brands that want detailed demonstrations or thorough product explanations.

3️⃣ TikTok influencers

TikTok is the perfect example of what an influencer can achieve with short, high-energy videos that grab attention in seconds. Dance challenges, storytelling snippets, quick tips, and trends are the heartbeat of this platform.

✨TikTok influencers are trendsetters who spark engagement and viral buzz, making them ideal partners for brands aiming to connect with younger audiences and create a lively, shareable vibe.

Their high engagement rates make these influencers powerful allies for campaigns designed to get followers talking.

4️⃣ LinkedIn influencers

LinkedIn is the platform where what an influencer truly means in the professional realm—think industry insights, B2B discussions, long-form posts, and thought leadership.

🤓 LinkedIn influencers, often regarded as key opinion leaders (KOLs) in their fields, are perfect partners for brands aiming to connect with a professional audience and establish authority in specialized sectors.

5️⃣ Pinterest influencers

Pinterest influencers redefine what an influencer can be by focusing on visual inspiration—mood boards, DIY projects, home decor, and lifestyle ideas.

These influencers are ideal for brands in decor, wellness, and lifestyle, where audiences are always searching for ideas and inspiration.

🎨 Pinterest influencers keep their followers engaged for the long term, allowing brands to connect with audiences who are actively seeking new ways to bring inspiration to life.

6️⃣ Blog influencers

Blogs are where what is an influencer in the content world really takes shape through long-form articles, in-depth product reviews, educational content, and storytelling.

✍️ Bloggers earn high trust because their detailed, story-driven content not only builds credibility but also boosts SEO, making them essential for brands seeking thorough product breakdowns and compelling narratives. These influencers drive traffic and build authority across platforms, offering a depth that goes far beyond quick posts.

The easiest way to categorize influencers? By the size of their audience.

Each type offers unique strengths, so let’s dive deeper:

1️⃣ Nano influencers

Nano influencers, often regarded as the purest form of what is an influencer in niche marketing, are those with up to 10,000 followers.

Operating in specific, focused niches, these influencers build a tight-knit, loyal following. Their close, authentic connection with followers makes them especially trusted, positioning them as ideal for niche brands looking to cultivate strong, grassroots engagement.

💡 Best for: brands targeting niche audiences.

Consider Sabrina Southerland, a nano-influencer and professional track-and-field athlete with 10K followers and an impressive 19% engagement rate!

2️⃣ Micro influencers

Micro influencers have between 10,000 and 100,000 followers, and they tend to generate more engagement than larger accounts.

Why? Because 82% of users say they trust micro influencers more—seeing them as more relatable and genuine than celebrities, which answers the question of what is an influencer in a way that resonates with their audience.

This makes micro influencers a perfect choice for brands focused on driving sales and conversions.

Plus, they’re budget-friendly, making them accessible for brands of all sizes.

💡 Best for: brands with limited budgets or aiming to drive conversions.

3️⃣ Macro influencers

Macro influencers command audiences of 100,000 to 1 million followers.

Their engagement rates might be slightly lower, but the reach is massive, making them powerful examples of what is an influencer when targeting a broad audience.

Macro influencers are ideal for campaigns that need broad visibility.

💡 Best for: brands aiming to boost exposure and awareness.

An example of macro influencers?

Fernanda Giménez is a macro influencer with 935K followers.

On average, she generates 600K views.

4️⃣ Mega influencers

Mega influencers are the big names, with followings of over a million.

They include well-known personalities who can bring instant authority to a brand, making them a prime example of what is an influencer in the context of widespread impact.

Partnering with these influencers—whether by co-developing products or signing them as brand ambassadors—is an effective strategy for brands aiming to dominate market attention.

💡 Best for: brands aiming to increase authority

Let’s recap what is an influencer by audience size:

Now that we know about the types of influencers, let’s look at the big question: how do they actually make money?

Think influencers only make money from sponsored posts? Not quite.

Actually, there are tons of ways influencers earn through different types of partnerships and incentives.

Let me break it down:

The bread and butter for most influencers are brand partnerships.

Companies pay influencers to promote their products or services through sponsored posts, videos, or stories to directly reach the creator’s audience. This is one of the main ways influencers earn revenue and build their business model as what is an influencer today.

Whether it’s a skincare routine or an unboxing video, these partnerships are powerful because influencers can create authentic-feeling ads that resonate with their followers.

In fact, as influencer marketing has grown, many influencers now sign long-term deals with brands, becoming brand ambassadors who represent a company over time.

Want to know more about the types of influencer partnerships?

Check it out here!

Some influencers use affiliate links, earning a commission on every sale they drive to a brand’s site. This method of earning ties directly to what is an influencer and their ability to influence purchasing decisions through trusted recommendations.

These links are often shared in their social media bios, blog posts, or video descriptions, and they can be a great way for influencers to earn passive income while maintaining authentic engagement with their audience. This highlights how influencers leverage their platform to create an income stream based on trust and recommendation.

For example, a beauty influencer might link to makeup products with an affiliate code, and every purchase by their followers gives them a small cut (can range from 5% to +30%).

Many influencers also create digital products like courses, e-books, and guides to teach their followers the skills they’re known for. This is another example of what is an influencer in action—monetizing their expertise while offering value to their audience.

A fitness influencer might offer a workout program, a photographer could sell a guide on editing techniques, or a business influencer might provide courses on social media growth strategies. This method allows them to leverage their influence to generate revenue while empowering their followers with valuable knowledge.

Take OnlyFans, for example. This platform provides opportunities for influencers to sell premium services—and I’m not talking about X-rated content only!

For example, Sonja Morgan uses it for Q&A sessions with fans, behind-the-scenes content, and more, showing how influencers diversify their offerings and build deeper connections with their audience.

Podcasts are becoming another popular channel for influencers to share long-form content and, of course, earn money. This is yet another example of what is an influencer—using their voice and platform to connect with audiences on a deeper level.

Influencers can make money from podcast sponsorships or paid subscriptions on platforms like Patreon, where followers can access exclusive content, live Q&As, or behind-the-scenes insights for a monthly fee. These platforms provide influencers with opportunities to directly monetize their audience while offering additional value in the form of more intimate and engaging content.

This kind of direct support lets influencers monetize their audience in an interactive way, further solidifying the role of influencers as trusted figures in their communities.

Many social media platforms offer built-in monetization tools, providing influencers with opportunities to earn money directly through the platforms themselves. This is yet another example of what is an influencer—someone who leverages these tools to generate revenue from their content.

YouTube, for instance, allows influencers to earn ad revenue from their videos, while TikTok’s Creator Fund pays influencers based on their video views. These tools reward influencers for the engagement their content generates, turning their creativity into a source of income.

Platforms like Instagram and Facebook have also rolled out features that allow influencers to earn money directly from live streams or exclusive content offerings. This demonstrates how influencers are continuously finding new ways to monetize their following and deliver exclusive experiences to their audience.

Alright, it’s all coming together—you now have the inside scoop on what is an influencer!

Ready to start partnering with one?

Let’s break down how to find the perfect match for your brand.

You don’t want to partner with just any influencer. What is an influencer if they don’t align with your brand’s core values and resonate with your target audience? It’s crucial to ensure that the influencer you choose can authentically represent your brand.

A successful collaboration hinges on finding a creator who aligns with your brand values, has an actively engaged audience, and consistently puts out quality content. These qualities are what make influencers so powerful in marketing, as their followers trust their recommendations and see them as credible voices in their respective niches.

So, how do you find that ideal influencer? What is an influencer that truly brings value to your brand? Here are two solid approaches:

This old-school method lets you hand-pick influencers by exploring social media, reviewing their content, and calculating engagement rates to see how active their audience is. What is an influencer if not someone who can create real engagement with their followers?

And here’s a little hack—our free engagement rate calculator for Instagram, TikTok, and YouTube can make the math a breeze!

The downside? Manual scouting can be a real time sink, taking weeks or even months to find the right match. Plus, it’s resource-intensive, which may not be ideal for smaller budgets. If only what is an influencer was something you could just look up and instantly find the perfect match, right?

Want to speed things up?

Dedicated influencer marketing tools, like Click Analytic, make it a snap to discover high-performing influencers.

With access to over 250 million profiles, you can filter by followers, location, engagement, audience interests, niche, and more to find influencers across platforms like TikTok, Instagram, and YouTube.

This can take you from days of scrolling to having a tailored list in just minutes! What is an influencer when you have the right tool at your fingertips to identify them with precision?

Want to know in detail what is an influencer and how to vet influencers to find the perfect match? Check out this guide!

Now, once you’ve found your perfect match, a big question is… What is an influencer and how do you contact them?

Understanding what is a perfect influencer is the key to building a strong, effective partnership. This can take you from days of scrolling to having a tailored list in just minutes!

First things first—where should you reach out to an influencer after completing your influencer vetting process? Understanding what is an influencer and how they communicate is key to making the right choice.

Many brands today opt for DMs, but here’s my take: contacting influencers via email boosts your credibility and authority. When you know what is an influencer, you’ll understand why this approach works better for professional outreach.

Plus, it keeps all your negotiation history in one place, which can be incredibly helpful when managing influencer vetting and communications. The more you understand what is an influencer, the smoother your communication will go.

That said, DMs can serve as a great starting point, especially when email addresses are hard to track down. They also offer a gentle, casual way to follow up with an influencer after you’ve done the legwork of figuring out what is an influencer in your niche.

Curious about the pros and cons of email versus DM outreach? Once you know what is an influencer in your industry, you’ll have a clearer idea of which method works best.

Check out this insightful article for more details: Email vs. DM Outreach.

Once you’ve identified the best channel for contacting influencers, it’s time to initiate outreach. I have a secret strategy that has helped me achieve a response rate of over 70%.

Here are my tips:

1️⃣ Automate as Much as Possible (While Leaving Room for Personalization)

Use email automation tools to streamline your outreach process. Send personalized greetings and introductions to free up your time for crafting compelling collaboration proposals..

Manually reaching out to dozens of influencers can be overwhelming, which is why Click Analytic offers an outreach tool that allows you to contact hundreds of influencers simultaneously while automating follow-ups.

2️⃣ A/B Test Your Messages

Experiment with different subject lines, email lengths, and calls to action (CTAs) to see what resonates best with your audience. Analyzing this data can significantly improve your response rate.

3️⃣ Volume Outreach

If you aim to work with 10 influencers, don’t hesitate to reach out to 100. The more you cast your net, the better your chances of success. Understanding what is an influencer and how they can impact your brand will help you refine your outreach strategy.

If you’re interested in mastering influencer outreach, check out my ultimate 5-step guide here: Influencer Outreach Guide.

Once you’ve negotiated with the creator, it’s time to secure the deal.

A brief serves as legal documentation of your requirements and intentions, so don’t overlook this step! Here are three essential checkpoints to include:

Set Clear Goals

Define measurable goals that you can use to assess your success later on.

Prepare KPIs and Objectives

Identify your key goals and deliverables to ensure everyone is on the same page.

Detail Your Product’s Features

Include a thorough description of your product’s key features, pricing, and benefits. This clarity will serve as your guiding star throughout the partnership. Understanding what is an influencer and how they communicate with their audience can help you craft the right messaging.

My main advice? Don’t micromanage the influencer’s creativity. Provide key messaging about your product but allow room for their personal touch and perspective. This authenticity is what makes influencers so effective!

Here’s a recap of DOs and DON’Ts:

All set!

Now you know not only what is an influencer but also how they can take your brand to the next level.

From understanding different types and platforms to discovering how to find the perfect influencer for your goals, you’re ready to dive into influencer marketing with confidence.

Let’s conclude?

So, what is an influencer?

In short, influencers are powerful brand partners who bring visibility, trust, and engagement that traditional ads just can’t match.

Whether you’re aiming for brand awareness, deeper customer engagement, or even driving sales, influencers can help you reach your goals with a personal, authentic touch.

So, as you consider this strategy, remember: choose influencers who genuinely align with your brand values, have an engaged following, and can deliver the kind of content that resonates with your audience.