Levels of Influence: Key Characteristics of Modern-Day Influencers

Abstract

This chapter opens with the story of Tim Ferriss, a best-selling author and Category Influencer for the topic of ‘lifestyle design.’ It explains how Ferriss built and engages his audience, and then introduces the different types of influencers that companies can choose to collaborate with as they build their influencer marketing strategy: Celebrity Influencers, Category Influencers and Micro-Influencers. The chapter reveals what it takes for influencers to be “influential” and provides readers with an overview of the spectrum of different types of influencers (ex: Instagrammers, Youtubers, industry thought leaders, etc.) and the different platforms that they use to communicate with their audiences (ex: blogs, video, podcasts, photos).