They are also more likely to be used to working with brands than micro-influencers, making communication easier. However, you do need to be careful with this level of influencer. This is the category most likely to engage in influencer fraud – some have only reached their position thanks to the followers they have purchased. An influencer is a person who has the ability to affect the behavior of other people as a result of the size of their audience or their individual persuasiveness. Influencers can influence through the overall size of their audience (total reach) or because of their authority and reputation within a smaller community of people. Influencers are of interest to companies who wish to pursue influencer marketing. Influencer marketing rose from the common practice of celebrity endorsement. A typical influencer marketing arrangement includes a brand paying an influencer for mentions or promotions of their products.
