What Is a Social Media Influencer? Types, Areas of Expertise, and More

Key takeaways

• Social media influencers (often shortened to just "influencers") are digital creators who build an audience following on various social media platforms, such as Instagram, TikTok, or YouTube.

• More than creating content for their followers, influencers aim to "influence" their opinions and purchasing decisions, so they can make a commission from brand partnerships.

• Influencer marketing is growing. It can either be a side hustle or a full-time profession.

Learn more about what social media influencers do, the different types as they relate to audience size, and areas to consider as you think about how to build your expertise. Afterward, build important creator skills with the Adobe Content Creation Professional Certificate.

What is a social media influencer?

Social media influencers—also known as influencers—are digital creatives who use different social media channels to build a dedicated audience. They do so by establishing themselves as experts in a particular area.

More than simply making this content available, as some content creators do, they aim to influence their audience's opinions and buying decisions. That's because social media influencers with respectable following counts can often partner with brands to endorse and promote products or services. Since followers tend to trust the influencers they follow, they see these product endorsements as a recommendation from a friend rather than a sales pitch. Influencers can earn compensation or free products if their content leads to purchases.

Becoming a social media influencer takes time and effort, given how saturated the social media landscape can be. However, it can be a creative outlet that you do on the side from the comfort of your home or, over time, turn into a full career.

Areas of expertise

Social media influencers develop and share content about a specific area. This area tends to be something they are interested in or knowledgeable about because establishing authority (or trustworthiness) about their expertise is a key part of being a successful influencer.

Common influencer niches include: 

• Fashion

• Beauty

• Travel

• Lifestyle

• Celebrities and entertainment

• Sports

• Animals

• Health and fitness

• Gaming

• Family and parenting

• Business and technology 

Learn more: How to Become an Influencer

What does a social media influencer do?

As a social media influencer, you will establish and grow an audience through regular social media posts, using types that most resonate with your audience's needs: text, infographics, videos, and more. Your posts will revolve around a specific area or subtopics related to that area.

Content creation, brainstorming ideas, editing, and publishing can keep your schedule busy. Daily tasks as an influencer might include:

• Content creation

• Gaining publicity on social channels

• Scheduling content 

• Brainstorming content ideas

• Collecting and analyzing feedback 

• Engaging with followers to build a sense of community 

• Attending events

Required skills for a social media influencer

In this role, you need passion, skill, or unique knowledge about particular areas, along with the ability to create content and share it on your social media accounts. Additionally, you’ll typically need skills such as: 

• Knowledge of social media platforms

• Social media monitoring

• Creativity

• Graphic design

• Video editing

• Time management

Social media influencer vs. social media marketer 

Social media marketers are part of a company's social media or marketing team. They develop strategies and campaigns to promote a brand directly on the brand's social media channels. Social media influencers, on the other hand, are intermediaries. They use their social media accounts (not the brand's) to promote a company.

How much money do influencers make?

Social media influencers earn a median total pay of $113,000, according to Glassdoor [1]. It's typical to begin this career part-time until you've developed a strong following. Once you can earn a steady income through brand collaborations, affiliate marketing, ad share revenue, or selling a subscription to other channels, such as a Patreon or Substack, it can become a full-time job. Moreover, popular influencers can write books, land interviews on talk shows, or sell their own merchandise or product lines. 

The global influencer marketing industry reached a value of $21.1 billion in 2023, marking a more than threefold increase since 2019 [2]. That kind of growth shows the demand for this kind of marketing.

Types of social media influencers

Social media influencers typically fall into tiers based on their audience size, which can determine the types of brands they work with.

• Mega-influencers: 1 million+

• Macro-influencers: 100,000 to 1 million

• Micro-influencers: 10,000 to 100,000

• Nano influencers: 1,000 to 10,000

What kinds of brands work with social media influencers?

Many brands, including big-name companies like Adidas, Pepsi, Dunkin' Donuts, and Motorola, use social media influencers to authentically promote their products or services. Even small companies, startups, and local companies with limited budgets partner with influencers as a more authentic form of advertising. 

That being said, the size of your audience plays a crucial role in determining the types of brand partnerships you can pursue. As your follower count increases, so does your potential for working with more well-established brands. Here's a summary of how follower size typically affects brand partnerships:

Nano-influencers (1,000-10,000 followers):

• Brand type: Local or niche brands

• Brand need: Valued for high engagement rates and authenticity

• Compensation: Product gifts or small commissions

Micro-influencers (10,000-100,000 followers):

• Brand type: Small to medium-sized brands

• Brand need: Specific niche or expertise

• Compensation: Paid partnerships and sponsorships

Macro-influencers (100,000-1 million followers):

• Brand type: National or international brands

• Brand need: Influencer exclusivity

• Compensation: Higher fees

Mega-influencers (1 million+ followers):

• Brand type: Major global brands

• Brand need: Product developent or brand ambassador

• Compensation: Lucrative, long-term contracts

Pros and cons of being a social media influencer

Social media influencers can become famous, work with their favorite brands and endorse products they love, earn money from being creative, work on their own schedule, and more. But there are drawbacks to this career as well. Let's review each below.

Pros

Some of the pros of being a social media influencer include:

• Income potential: Successful influencers can earn significant income through sponsored content, brand partnerships, and affiliate marketing.

• Flexibility: Influencers often have control over their schedules and can work from anywhere with internet access.

• Creative expression: Social media platforms provide a space for influencers to showcase their creativity and express themselves.

• Free products and experiences: Many influencers receive complimentary products, travel opportunities, and exclusive experiences from brands.

• Impact and reach: Influencers can affect their audience's opinions and decisions, potentially making a positive impact.

Cons

Below is a closer look at the pros of being an influencer:

• Lack of privacy: Influencers often have to share much of their personal life publicly, which can be intrusive.

• Pressure to maintain image: There can be pressure to maintain a curated online presence that matches the image you've built your audience around.

• Inconsistent income: Earnings can be unpredictable, especially at first.

• Online harassment: Influencers may face cyberbullying, trolling, and negative comments.

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