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Here are the three types of influencers to focus on." /><link rel="canonical" href="https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/" /><meta property="og:locale" content="en_US" /><meta property="og:type" content="article" /><meta property="og:title" content="Influencer Marketing in 2022: 3 Types of Influencers To Focus On - TINT" /><meta property="og:description" content="Nowadays, there are some new, possibly unexpected, champions in the influencer space. Here are the three types of influencers to focus on." /><meta property="og:url" content="https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/" /><meta property="og:site_name" content="TINT" /><meta property="article:published_time" content="2022-04-19T17:03:27+00:00" /><meta property="article:modified_time" content="2022-04-20T18:50:01+00:00" /><meta property="og:image" content="https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT.png" /><meta property="og:image:width" content="1600" /><meta property="og:image:height" content="900" /><meta property="og:image:type" content="image/png" /><meta name="author" content="Eva Gutierrez" /><meta name="twitter:card" content="summary_large_image" /><meta name="twitter:label1" content="Written by" /><meta name="twitter:data1" content="Eva Gutierrez" /><meta name="twitter:label2" content="Est. reading time" /><meta name="twitter:data2" content="5 minutes" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"WebPage","@id":"https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/","url":"https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/","name":"Influencer Marketing in 2022: 3 Types of Influencers To Focus On - TINT","isPartOf":{"@id":"https://www.tintup.com/blog/#website"},"primaryImageOfPage":{"@id":"https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/#primaryimage"},"image":{"@id":"https://www.tintup.com/blog/influencer-marketing-2021-influencer-focus/#primaryimage"},"thumbnailUrl":"https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT.png","datePublished":"2022-04-19T17:03:27+00:00","dateModified":"2022-04-20T18:50:01+00:00","author":{"@id":"https://www.tintup.com/blog/#/schema/person/5df03b23b4b29a5d92b5b20aced269a8"},"description":"Nowadays, there are some new, possibly unexpected, champions in the influencer space. 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class="show-prev disabled"><i class="tsi tsi-angle-left"></i><span class="visuallyhidden">Previous</span></a> <a href="#" class="show-next"><i class="tsi tsi-angle-right"></i><span class="visuallyhidden">Next</span></a></div></section></div></li><li id="menu-item-13399" class="menu-item menu-item-type-taxonomy menu-item-object-category current-post-ancestor menu-item-has-children menu-cat-476 menu-item-has-children item-mega-menu menu-item-13399"><a href="https://www.tintup.com/blog/category/user-generated-content/"><span>User-Generated Content</span></a><div class="sub-menu mega-menu wrap"><div class="column sub-cats"><ol class="sub-nav"><li class="menu-item menu-item-type-taxonomy menu-item-object-category current-post-ancestor current-menu-parent current-post-parent menu-cat-477 menu-item-13404"><a href="https://www.tintup.com/blog/category/user-generated-content/why-ugc/"><span>Why UGC</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-478 menu-item-13402"><a href="https://www.tintup.com/blog/category/user-generated-content/ugc-research-and-trends/"><span>UGC Research & Trends</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-479 menu-item-13400"><a href="https://www.tintup.com/blog/category/user-generated-content/tips-guides-how-tos/"><span>Tips, Guides, and How-To’s</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-529 menu-item-15272"><a href="https://www.tintup.com/blog/category/ratings-reviews/"><span>Ratings & Reviews</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-480 menu-item-13401"><a href="https://www.tintup.com/blog/category/user-generated-content/ugc-examples/"><span>UGC Examples</span></a></li><li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-cat-481 menu-item-13403"><a href="https://www.tintup.com/blog/category/user-generated-content/ugc-tools/"><span>UGC Tools</span></a></li><li class="menu-item view-all menu-cat-476"><a href="https://www.tintup.com/blog/category/user-generated-content/"><span>View All</span></a></li></ol></div><section class="column recent-posts"><div class="posts-wrap" data-posts="4" data-id="477" data-page="1" data-pages="4" data-submenu="1"><div class="ts-row cf posts posts-1"><div class="col-3 post"> <a href="https://www.tintup.com/blog/user-generated-content-definition/" class="image-link"> <picture class="attachment-post-thumbnail size-post-thumbnail wp-post-image" title="What is User-Generated Content: Complete Guide to UGC" decoding="async" loading="lazy"> <source type="image/webp" srcset="https://www.tintup.com/blog/wp-content/uploads/User-Generated-Content_TINT-270x180.png.webp 270w, https://www.tintup.com/blog/wp-content/uploads/User-Generated-Content_TINT-300x201.png.webp 300w, 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https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-770x515.png 770w, https://www.tintup.com/blog/wp-content/uploads/blog-image-influencer-trends-1-1-370x245.png 370w" sizes="(max-width: 270px) 100vw, 270px" /> </a> <a href="https://www.tintup.com/blog/top-influencer-marketing-trends-for-2022/" class="post-title">Top Influencer Marketing Trends for 2022</a><div class="post-meta"> <time class="post-date" datetime="2022-03-29T18:06:13-05:00">March 29, 2022</time></div></div><div class="col-3 post"> <a href="https://www.tintup.com/blog/should-your-retail-brand-go-dtc/" class="image-link"> <img width="270" height="180" src="https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-270x180.jpg" class="attachment-post-thumbnail size-post-thumbnail wp-post-image" alt="" title="Should Your Retail Brand Go DTC?" decoding="async" loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-270x180.jpg 270w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-300x200.jpg 300w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-770x515.jpg 770w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc-370x245.jpg 370w, https://www.tintup.com/blog/wp-content/uploads/should-you-go-dtc.jpg 1000w" sizes="(max-width: 270px) 100vw, 270px" /> </a> <a href="https://www.tintup.com/blog/should-your-retail-brand-go-dtc/" class="post-title">Should Your Retail Brand Go DTC?</a><div class="post-meta"> <time class="post-date" datetime="2021-10-07T00:34:52-05:00">October 7, 2021</time></div></div></div></div><div class="navigate"> <a href="#" class="show-prev disabled"><i class="tsi tsi-angle-left"></i><span class="visuallyhidden">Previous</span></a> <a href="#" class="show-next"><i class="tsi tsi-angle-right"></i><span class="visuallyhidden">Next</span></a></div></section></div></li><li id="menu-item-13412" class="menu-item menu-item-type-custom menu-item-object-custom 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class="cf"><div class="featured"> <a href="https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT.png" class="image-link" aria-label="Enlarge Featured Image"><img width="1600" height="900" src="https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT.png" class="attachment-full size-full wp-post-image" alt="types of influencers" title="Influencer Marketing in 2022: 3 Types of Influencers To Focus On" sizes="100vw" decoding="async" loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT.png 1600w, https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT-300x169.png 300w, https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT-1024x576.png 1024w, https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT-768x432.png 768w, https://www.tintup.com/blog/wp-content/uploads/3-types-of-influencers-TINT-1536x864.png 1536w" /></a><div class="overlay post-meta the-post-meta"> <span class="post-cat"> <a href="https://www.tintup.com/blog/category/influencer-marketing/about-influencer-marketing/" class="category">About Influencer Marketing</a> </span><h1 class="post-title">Influencer Marketing in 2022: 3 Types of Influencers To Focus On</h1> <span class="post-by meta-item">By <span><a href="https://www.tintup.com/blog/author/eva/" title="Posts by Eva Gutierrez" rel="author">Eva Gutierrez</a></span> </span> <span class="meta-sep"></span> <time class="post-date" datetime="2022-04-19T12:03:27-05:00">April 19, 2022</time> <span class="meta-sep"></span> <span class="meta-item read-time">6 Mins Read</span></div></div></div><div class="main wrap"><div id="post-12392" class="the-post-modern post-12392 post type-post status-publish format-standard has-post-thumbnail category-about-influencer-marketing category-why-ugc tag-digital-advertising tag-hr-recruitment tag-influencer tag-influencer-2021 tag-influencer-marketing tag-influencer-marketing-2021 tag-megainfluencer tag-microinfluencer tag-nanoinfluencer tag-organic-social-media"><div class="ts-row cf"><div class="col-8 main-content cf"><article class="the-post"><div class="post-content description cf entry-content content-spacious-full"><p>Welcome to the world of the Influencer 2022. Things have changed, and there are new types of influencers on the horizon.</p><p><span style="font-weight: 400;">Celebrity endorsement was once the “it” thing. </span><span style="font-weight: 400;">Brands like Coca-Cola thrived off these partnerships, </span><i><span style="font-weight: 400;">and they worked. </span></i><span style="font-weight: 400;">Actors, musicians, athletes, and celebrities of all stripes fought to get those brand deals. Fans were quick to consume cereal, beverages, and content that featured their favorite star.</span></p><p><span style="font-weight: 400;">When social became part of our everyday lives, a new type of influencer endorsement emerged. These newfound social media influencers had 100,000+ followers and a newsfeed with perfectly placed products—</span><i><span style="font-weight: 400;">and it worked.</span></i></p><p><span style="font-weight: 400;">But then, we saw the rise in another new type of influencer that <em>doesn’t</em> have a six-figure following. These influencers are people with hundreds or thousands of followers who likely don’t even consider themselves ‘influencers.’</span></p><p><span style="font-weight: 400;">Marketers used to agree, but this year, they’re no longer thinking that way. In our </span><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><span style="font-weight: 400;">2022 State of User-Generated Content Report</span></a><span style="font-weight: 400;">, we surveyed boutique to enterprise businesses to see how their marketing did in 2021 and their plans for 2022.</span></p><p><span style="font-weight: 400;">Marketers are happy to work with mega-influencers who have the engagement to back up their following—but they’re also focusing in on the influencers that used to get passed by for brand deals.</span></p><p><b>Here are the 3 types of influencers to leverage in 2022.</b></p><h2><span style="font-weight: 400;">3 Types of Influencers That Can Promote Your Brand</span></h2><blockquote><p><i><span style="font-weight: 400;">“Brands are realizing that overproduced content is always going to perform less than content that feels more organic, natural, and human-centered. That’s why you see platforms like TikTok working so well – because on TikTok, you might see an ad and not even know it’s an ad.”</span></i></p><p> </p><p><span style="font-weight: 400;">Jayde Powell, Head of Social, Sunwink</span></p></blockquote><h3><span style="font-weight: 400;">Customers</span></h3><p><span style="font-weight: 400;">Mega-influencers with 100,000+ followers <em>can</em> make a great video about your product (after signing a contract with your brand). The problem is consumers trust content created by people more than brands: 72% of consumers believe that reviews and testimonials submitted by customers are more credible than the brand talking about their products (<a href="https://www.go.tintup.com/state-of-ugc-report-2022">SOUGC</a>)</span></p><p><span style="font-weight: 400;">As soon as a viewer sees #ad or realizes this influencer was sponsored to talk about this product, the content becomes branded. </span></p><p><span style="font-weight: 400;">When happy customers create organic content because they’re excited about their product—there’s no brand involved. When someone sits down to eat at their favorite restaurant and takes a photo of a volcanic dessert, unboxes their new king-size mattress from a deceivingly small box, or shows the backend of their new software tool, they create </span><a href="https://futureofmarketing.tintup.com/the-history-and-future-of-user-generated-content-in-advertising/"><span style="font-weight: 400;">user-generated content</span></a><span style="font-weight: 400;">. This UGC leads to higher engagement and conversions and is exactly the content marketers are seeing consumers trust over branded content.</span></p><h3><span style="font-weight: 400;">Nano-Influencers</span></h3><p><span style="font-weight: 400;">Nano-influencers have 1,000-10,000 followers and </span><i><span style="font-weight: 400;">used </span></i><span style="font-weight: 400;">to be looked over for brand deals. Brands focused on the more glamorous types of influencers: big-name celebrities or mega-influencers touting 100,000+ person followings. In 2021, we’re seeing leading brands realize </span><a href="https://www.tintup.com/blog/differences-between-microinfluencers-and-nanoinfluencers/"><span style="font-weight: 400;">the power of the nano-influencer</span></a><span style="font-weight: 400;">. </span></p><p><span style="font-weight: 400;">Seventy-five percent of marketers are currently working with small (less than 1,000 followers), <a href="https://www.tintup.com/blog/differences-between-microinfluencers-and-nanoinfluencers/">nano- </a>(1,000-10,000 followers), and <a href="https://www.tintup.com/blog/differences-between-microinfluencers-and-nanoinfluencers/">micro-influencers</a> (10,000 to 25,000 followers).</span></p><p><span style="font-weight: 400;">Not only are nano-influencers more cost-effective than celebrities and high-profile influencers, but marketers are finding they have a stronger connection with their audience. Nano-influencers can get more engagement (by percent) on a post than an influencer with 10x the following. These influencers have more pull with their audience and, because they have more of a niche following, can connect with brands they know their followers are interested in.</span></p><h3><span style="font-weight: 400;">Employees</span></h3><p><span style="font-weight: 400;">In recent years, we’ve seen a few brands start to place their </span><a href="https://www.tintup.com/blog/hr-and-social-media-employee-generated-content/"><span style="font-weight: 400;">employees as influencers</span></a><span style="font-weight: 400;"> for their brand. More companies began to talk about who was behind-the-scenes, even giving their employees time to shine through company-generated content. Our 2022 </span><a href="https://www.go.tintup.com/state-of-ugc-report-2021"><span style="font-weight: 400;">State of User-Generated Content Report</span></a><span style="font-weight: 400;"> finds that 52% of </span><span style="font-size: 19px;">communications + HR teams regularly use employee-generated content (EGC) in communications channels</span><span style="font-weight: 400;">.</span></p><p><a href="https://www.tintup.com/blog/user-generated-content-stats-study/"><span style="font-weight: 400;">EGC is re-shared up to 24 times more</span></a><span style="font-weight: 400;"> when distributed by employees instead of a brand and can get 8 times more engagement than brand shared content. We’re finding that employees can get up to 10 times more followers than a brand’s corporate account and get more organic social engagement. Employees can establish more marketing channels and touchpoints for consumers to connect with brands they love.</span></p><p>Check out Guide to Employee-Generated Content for more.</p><blockquote class="wp-embedded-content" data-secret="FRsNXyKVAa"><p><a href="https://www.tintup.com/blog/employee-generated-content/">Guide to Employee-Generated Content: What Is It, Why You Need It, and How To Do It</a></p></blockquote><p><iframe loading="lazy" class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" title="“Guide to Employee-Generated Content: What Is It, Why You Need It, and How To Do It” — TINT Blog" src="https://www.tintup.com/blog/employee-generated-content/embed/#?secret=8tpWYin4n1#?secret=FRsNXyKVAa" data-secret="FRsNXyKVAa" width="600" height="338" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p><p> </p><p><span style="font-weight: 400;">These are the 3 types of influencers brands can leverage in 2021 to increase engagement and conversions. Nano-influencers can get paid to create content for your brand and you can ask your employees to create behind-the-scenes content or to share your content across their social platforms. </span><i><span style="font-weight: 400;">How do you get customers to create content for your brand?</span></i></p><h2><span style="font-weight: 400;">How To Get Customers To Create Content You Can Repurpose</span></h2><h3>Tell Your Customers, Fans, and Employees What To Create</h3><p><a href="https://www.tintup.com/blog/the-user-generated-content-marketing-stats-you-need-to-know-in-2022/"><span style="font-weight: 400;">More than half of consumers</span></a><span style="font-weight: 400;"> wish that brands would tell them what type of content to create and share. Brands that clearly define what content to create, when to create it, and how to share it can turn their customers into genuine brand advocates.</span></p><p><span style="font-weight: 400;">Encourage customers to create UGC by asking them to post on Instagram as they unbox their product, to share their new purchase as a Tweet, or show themselves using your product and, of course, use your custom hashtag strategy to tag it. </span></p><h3>Incentivize Customers To Create UGC</h3><p><span style="font-weight: 400;">Another way teams can obtain more UGC is by running campaigns and contests that reward fans and customers for creating and sharing their best content.</span></p><p><span style="font-weight: 400;">If you’re just starting and don’t have any UGC examples to show them, create your own so your customers know exactly what you’re looking for. By featuring UGC across your marketing channels, you’ll inspire more of the user-generated content you’re looking for by modeling the exact sort of behavior you’re looking for.</span></p><p><span style="font-weight: 400;">Influencer marketing in 2022 is changing. Celebrities and mega-influencers are not the only influencers, and sometimes they’re not even the best fit for your products. By using customers, nano-influencers, and employees as influencers for your brand—our </span><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><span style="font-weight: 400;">State of User-Generated Content Report</span></a><span style="font-weight: 400;"> shows that you’ll be increasing content engagement and conversions.</span></p><p><strong>The State of User-Generated Content report cross references survey results from both marketers and consumers. Get the need-to-know insights on your audience to improve your marketing strategy. <a href="https://www.go.tintup.com/state-of-ugc-report-2022">Download here.</a></strong></p><p><a href="https://www.go.tintup.com/state-of-ugc-report-2022"><img loading="lazy" decoding="async" class="alignnone wp-image-13184 size-large" src="https://www.tintup.com/blog/wp-content/uploads/TINT-State-of-User-Generated-Content-Report-2022-1024x536.png" alt="Download TINT's State of User-Generated Content Report 2022 SOUGC" width="770" height="403" srcset="https://www.tintup.com/blog/wp-content/uploads/TINT-State-of-User-Generated-Content-Report-2022-1024x536.png 1024w, https://www.tintup.com/blog/wp-content/uploads/TINT-State-of-User-Generated-Content-Report-2022-300x157.png 300w, https://www.tintup.com/blog/wp-content/uploads/TINT-State-of-User-Generated-Content-Report-2022.png 1200w" sizes="(max-width: 770px) 100vw, 770px" /></a></p><p><span style="font-weight: 400;">If you don’t have a way to find, collect, organize, and redistribute UGC and organic influencer content across your digital and in-person marketing channels, </span><a href="https://www.tintup.com/demo"><span style="font-weight: 400;">schedule a demo with a TINT team member</span></a><span style="font-weight: 400;"> today.</span></p></div><div class="the-post-foot cf"><div class="tag-share cf"><div class="post-tags"><a href="https://www.tintup.com/blog/tag/digital-advertising/" rel="tag">digital advertising</a><a href="https://www.tintup.com/blog/tag/hr-recruitment/" rel="tag">HR & Recruitment</a><a href="https://www.tintup.com/blog/tag/influencer/" rel="tag">influencer</a><a href="https://www.tintup.com/blog/tag/influencer-2021/" rel="tag">influencer 2021</a><a href="https://www.tintup.com/blog/tag/influencer-marketing/" rel="tag">influencer marketing</a><a href="https://www.tintup.com/blog/tag/influencer-marketing-2021/" rel="tag">influencer marketing 2021</a><a href="https://www.tintup.com/blog/tag/megainfluencer/" rel="tag">megainfluencer</a><a href="https://www.tintup.com/blog/tag/microinfluencer/" rel="tag">microinfluencer</a><a href="https://www.tintup.com/blog/tag/nanoinfluencer/" rel="tag">nanoinfluencer</a><a href="https://www.tintup.com/blog/tag/organic-social-media/" rel="tag">organic social media</a></div><div class="post-share"></div></div></div><div class="author-box"><div class="image"><img alt='' src='https://secure.gravatar.com/avatar/8a56153f2e77ef3ccd3910b54c7793fc?s=82&d=mm&r=g' srcset='https://secure.gravatar.com/avatar/8a56153f2e77ef3ccd3910b54c7793fc?s=164&d=mm&r=g 2x' class='avatar avatar-82 photo' height='82' width='82' loading='lazy' decoding='async'/></div><div class="content"> <span class="author"> <span>Author</span> <a href="https://www.tintup.com/blog/author/eva/" title="Posts by Eva Gutierrez" rel="author">Eva Gutierrez</a> </span><p class="text author-bio"></p><ul class="social-icons"></ul></div></div><section class="related-posts grid-3"><h4 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datetime="2024-02-18T10:47:26-06:00">February 18, 2024</time></div></div></article ><article class="post col-4"> <a href="https://www.tintup.com/blog/you-ask-tint-answers-employee-generated-content-faqs/" title="You Ask, TINT Answers: Employee-Generated Content FAQs" class="image-link"> </a><div class="content"><h3 class="post-title"><a href="https://www.tintup.com/blog/you-ask-tint-answers-employee-generated-content-faqs/" class="post-link">You Ask, TINT Answers: Employee-Generated Content FAQs</a></h3><div class="post-meta"> <time class="post-date" datetime="2022-04-27T12:44:54-05:00">April 27, 2022</time></div></div></article ><article class="post col-4"> <a href="https://www.tintup.com/blog/employee-generated-content/" title="Guide to Employee-Generated Content: What Is It, Why You Need It, and How To Do It" class="image-link"> <img width="770" height="515" src="https://www.tintup.com/blog/wp-content/uploads/guide-to-employee-generated-content-770x515.webp" class="image wp-post-image" alt="" title="Guide to Employee-Generated Content: What Is It, Why You Need It, and How To Do It" decoding="async" loading="lazy" srcset="https://www.tintup.com/blog/wp-content/uploads/guide-to-employee-generated-content-770x515.webp 770w, https://www.tintup.com/blog/wp-content/uploads/guide-to-employee-generated-content-270x180.webp 270w" sizes="(max-width: 770px) 100vw, 770px" /> </a><div class="content"><h3 class="post-title"><a href="https://www.tintup.com/blog/employee-generated-content/" class="post-link">Guide to Employee-Generated Content: What Is It, Why You Need It, and How To Do It</a></h3><div class="post-meta"> <time class="post-date" datetime="2022-04-13T09:00:41-05:00">April 13, 2022</time></div></div></article ></div></section></article></div></div></div></div></div><footer class="main-footer dark bold"><section class="lower-footer cf"><div class="wrap"><ul class="social-icons"><li> <a href="https://www.instagram.com/tint/" class="social-link" 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