An influencer is a person who has credibility on social media or on the Internet and who can "influence" the opinion of large groups of people.
Generally, influencers are experts on a subject or develop a line of content consistently. This makes them individuals recognized by an audience with whom they share common interests.
The influencers are their own digital phenomenon of massification of the emergence of blogs and social networks (Facebook, Twitter, Instagram, Youtube, Tiktok etc.).
Their potential, in commercial terms, has turned out to be attractive for various brands and companies. Since they can connect with their target audience through marketing strategies that include people with presence and popularity in digital environments.
The influencers can be classified according to their number of followers, the area of expertise or the type of content they develop.
Influencers according to their number of followers. There are several criteria on the figures, but in general terms, they are classified as follows:
Also to the number of followers, the percentage of engagement is also considered, which refers to the level of commitment that is generated between the influencer and his follower base.
This data is calculated taking into account several factors, such as the number of comments on a post, the number of times the post has been shared or saved, the number of likes or likes, among other variables.
In recent years, advertising and marketing brands and companies that work with influencers have refined their selection criteria, considering that there are currently mechanisms to artificially increase the number of followers.
There are companies specialized in creating and selling fake users, generated from millions of fake email accounts, and which are sold in batches (500 followers, 1,000, etc.). Its accessibility in economic terms means that many people have resorted to this irregular mechanism to increase their follower base in a non-organic way.
When this happens, it translates into low or sometimes null percentages of interaction (comments, likes, shares, etc.). And since most of the followers are not real or do not target the interest segment of the brands, the strategies fail because there is no conversion (no sales are generated).
Hence, while the number of followers is still considered as a relevant criterion, many brands and companies have fine-tuned the mechanisms to detect influencers with false followers, also known as fake influencers.