It’s no secret that influencers are powerful voices across various industries, shaping trends, opinions, and the behaviours of consumers.
Whether you’re a brand looking to partner with an influencer or an up-and-coming content creator aiming to carve out your niche, understanding the different types of industry influencers is key to navigating this dynamic landscape.
In this blog, we will briefly cover the four types of influencers based on follower count before delving into the different kinds of industry influencers.
Types of influencers based on followers
Here is a quick breakdown of the 4 types of influencers based on their followers:
- Nano-Influencers (Authentic Brand Advocates) – 1K–10K followers
- Micro-Influencers (The Community Builders) – 10K–100K followers
- Macro-Influencers (The Reach Amplifiers) – 100K–1M followers
- Mega-Influencers (The Visibility Magnets) – 1M+
If you would like to learn about the advantages and considerations of each type of influencer, please read one of our previous blogs here.
The different types of industry influencers
Now that we have a better understanding of how influencers are categorised by their followers, it’s time to dive into the different types of industry influencers.
Let’s begin!
Gaming
Gaming influencers are among the most popular types of influencers. They operate on a wide range of platforms such as YouTube, Twitch, Kick and TikTok.
Followers of gaming influencers can expect content such as:
- Game reviews
- Unboxing
- Reaction videos
- Playthroughs
- Compilation videos
- Live streams
- Latest industry news
- Speedruns
- Console and PC setup tours
- Game collections
With their highly interactive communities, gaming influencers have the power to drive game sales, promote different products and systems and ultimately influence the broader gaming community. Their endorsement or influence can determine whether a game or console is a success or a failure.
One of the most popular gaming influencers is Jacksepticeye, who has over 30 million subscribers on YouTube. He posts a wide range of content, including playthroughs, reaction videos and more.
Click here to visit Jacksepticeye’s YouTube channel.
Travel
Travel influencers help to bring the world to their followers by documenting their adventures. They primarily use platforms like TikTok, YouTube and Instagram. Some travel influencers also showcase their journeys by uploading blogs to their website.
Travel influencers post a wide range of content, such as:
- Travel photography
- Traveling with family/kids
- Challenges
- Hotel and accommodation reviews
- Destination highlights
- Hidden gems
- Vlogs
- Travel tips and hacks
- Packing lists
Travel influencers play an important role in the tourism industry through their creative and beautiful visual content and storytelling. They can influence their audiences’ decision-making by showing off different destinations, hotels, and travel-related products.
An example of a popular travel influencer is Simon Wilson. Boasting over 1 million subscribers on YouTube, Simon posts a range of content, from travel vlogs visiting countries like North Korea and Afghanistan to challenge videos.
You can visit his YouTube channel by clicking here.
Food
Food influencers specialise in culinary content, sharing their passions on platforms like Instagram, YouTube, TikTok, and food blogs.
Their posts cover a wide range of topics, including:
- Cooking tutorials
- Restaurant reviews
- Food photography
- Cooking tips
- Taste tests
- Challenges
- Healthy eating and meal prep ideas
- Posting food blogs on their own website
- Cultural cuisine exploration
Whether it’s their creative videos trying out new flavour combinations or their community building around shared dietary preferences such as veganism, food influencers can significantly impact the food and beverage industry. One prime example of this is Keith Lee.
Keith Lee is a popular food reviewer with over 16 million followers on TikTok. Through reviewing different restaurants across the United States, Keith has helped change the fortune of some businesses.
Janel Prator, owner of The Puddery in Houston, only had between 5 and 10 customers on a busy weekend day. However, after Keith Lee visited the restaurant with his family and posted his review, The Puddery had 130 new customers. Janel also had to put a pause on shipping due to the increase in custom.
You can visit Keith Lee’s TikTok page here.
Fitness
Fitness influencers focus their content on health and wellness. They are often found on platforms like Instagram, TikTok and YouTube, where they share content such as:
- Diet tips
- Client transformations
- Success stories
- Home workouts
- Gym workouts
- Fitness apparel and Gear reviews
- Livestreaming workouts
- Supplement reviews
- Fitness tips and hacks
- Exercise tutorials
- Fitness challenges
Fitness influencers are key partners for brands in the health and wellness industry, especially because many of them are nutritionists, athletes, or personal trainers, which makes their content more credible. They can effectively promote everything from workout gear and supplements to fitness apps and healthy food products.
One example of a popular fitness influencer is Chloe Ting. With over 25 million subscribers on YouTube, Chole Ting posts a range of workout videos from 10-minute abs to a 25-minute full-body HIIT. She has also expanded her reach with her fitness app, Core by Chloe Ting.
Beauty
Beauty influencers specialise in various topics, such as haircare, skincare and cosmetics. They create content on platforms such as Instagram and YouTube.
On platforms like Instagram and YouTube, their content ranges from:
- Unboxing videos
- In-depth product reviews
- Step-by-step tutorials
- Celebrity beauty looks
- Brand collaborations
- Latest trends
- Seasonal looks
- Product comparisons
- Challenges
- Tutorials
- Before and after transformations
Many beauty influencers are skincare experts, cosmetologists, or makeup artists, and the beauty industry relies on them to introduce new products and trends to consumers because they appear credible.
Some influencers venture off and create their own brands, and one example is Patricia Bright. With over 1 million followers on Instagram and over 2 million subscribers on YouTube, Patricia founded her company UWA, which sells a range of head care products, from hair growth serum to hair oil.
Fashion
Fashion influencers focus on clothing, accessories, and style. They are typically at the forefront of new trends and are often seen as the first to adopt and popularise new styles.
Posting on platforms like Instagram, TikTok and YouTube, their content ranges from:
- Product reviews
- Styling challenges
- Wardrobe tours
- Brand collaborations
- Try-on hauls
- Wardrobe essentials
- What’s trending
- Outfit of the Day (OOTD)
Fashion influencers play a crucial role in the fashion industry, driving sales and brand awareness. Their ability to showcase how to wear and style items makes them valuable partners for fashion brands looking to reach style-conscious consumers.
One example of a popular macro influencer is Susie Lau, who has over 600,000 followers on Instagram. She is also the Digital Editorial Director for System Magazine, The Pop Mag, The Perfect Magazine, and The Business of Fashion.
You can visit Susie’s Instagram profile here.
Lifestyle
Lifestyle influencers make up the majority of influencers on the internet, as they operate in a wide range of markets, such as beauty, travel, and fashion. They showcase different aspects of their lives on platforms like Instagram, YouTube and TikTok.
These influencers can easily adapt their content to meet the needs of different audiences, such as:
- Health and Wellbeing
- Gaming
- Fashion
- Travel
With this versatility, brands can partner with lifestyle influencers to reach a diverse audience. Whether promoting a new fashion line or a travel destination, these influencers help brands connect with consumers on a personal level.
A popular figure in the lifestyle influencer space is Michelle Choi, who has captivated over 2 million YouTube subscribers. Michelle’s content spans an array of topics, including beauty transformations, “week in the life” vlogs, and home decor inspirations, offering her audience a well-rounded glimpse into her stylish and dynamic life.
You can visit her YouTube channel here.
Conclusion
In today’s digital world, the power of influencers cannot be underestimated. They don’t just promote products; they shape trends, create communities, and drive conversations that resonate across the globe.
As you explore partnerships or develop your own brand, keep these types of influencers in mind to ensure your efforts are both strategic and successful.
