Can Anyone Be An Influencer?

Three types of social media personalities and how to use them for your brand

The word influencer might seem like a new trend, but the marketing strategy is (almost) as old as time. Nowadays, though, different types of influencers are cropping up on various social media platforms and beyond – and it’s up to us to identify and make the most use out of them.

The most important ingredients of an effective influencer are relevance and reach – and different types of influencers possess these two factors in varying degrees.


While some would argue that celebrities and influencers are two different categories, I think it’s fair to include them in this list. As more and more celebrities are making use of social media, with many of them running their own social accounts, brands are settling for social media-focused marketing involving celebrities.


A post shared by Kim Kardashian West (@kimkardashian) on

But while celebrities tend to have the biggest following and the highest reach, they are usually not as effective at driving their audience on behalf of a brand – possibly due to their lack of relatability.

Kim Kardashian might bring your brand exposure, but not much else.


Platform-specific or category-specific social media stars are the most sought after influencers – and there’s plenty of reasons why.

Social media stars often fit into a particular niche, making it much easier for brands to target them. With a large following, this also means high reach and high engagement.


A post shared by Julia K. (@maffashion_official) on

In fact – if you’re looking for to foster a deeper relationship with your audience, well-established social media influencers is a better choice over famous actors and athletes.


The influence of lesser known influencers (500 – 10,000 followers) is driven by their honest, personal experience with a brand.

Many brands have had sustainable success partnering up with smaller influencers, as these tend to be best for building relationships and fostering true confidence.

Watchmakers Daniel Wellington have ditched traditional advertising and macro-influencer marketing altogether, settling for partnerships with a large number of lesser-known social media users – a tactic which saw their profits increase by 214% in just a year.

We help you discover influencers who are not only able to deliver to your target audience, but can leave a meaningful impact, in part due to their connection to your niche. Get in touch to get started!

Words by Tia Relijic for Systemato


I am passionate about social media and influencer marketing, support sustainability, love Malta and Danish style!


Lifestyle blog about balancing successful career & passion for fashion & style.

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