Influencer guide: influencers and audience, decoded.

08.05.22 | By Ellie Laffner | social media

An influential guide to the influencer.


You’ll find no shortage of #Ads sprinkled across your feeds. It’s an influencer’s market, after all. But not all influencers are the same. Nor are their respective audiences. 

To brush up on your influenceology (and if you're a brand, get the most bang for your buck), here’s a run down of the types of influencers, and the audiences they influence.

  • Beauty Influencer: A person who creates content on all things cosmetics, hair-styling, nail art, and other beauty-related topics.

Not to be confused with the:

  • Skinfluencer: In short: they’re obsessed with all things skin. Dermatologists, skin therapists, people who got rid of their stubborn acne, or skin-obsessed people who produce content purely relating to skincare. Content can include: acne journeys, new products on the market, unpacking new products (hauls), and reviews.

  • Sexfluencer: Not to be confused with OnlyFans creators (although that’s cool, too). Sexfluencers are sexologists, sex therapists, and sex positivity advocates who not only normalise the discussion of healthy sex, but throw in reviews that always hit the spot.

  • Gameinfluencers: They’re gamers with god-like dexterity. They compete in competitions, review new games on the market, and live-stream while playing.

  • Fitfluencer: A fitness fanatic who promotes an active and healthy lifestyle. They’re jumping on boxes while you're lying on the couch. They’ve hit their morning Strava goal before your alarm goes off. They’re showing you technique, and routine, with the goal of inspiring you to do the same. 

Not to be confused with:

  • Finfluencers: Finfluencers are content creators who talk money, budgeting and investing. However in April of this year, The Australian Securities and Investments Commission (ASIC) announced that finfluencers giving unlicensed advice of any kind could land themselves with penalties up to five years in prison, and some pretty hefty fines. How’s that for money talk?


The grey area? Crypto.

Do with that what you will. 

PSA: that was not financial advice.


  • Petfluencer: A domestic animal with more fame in its paws than your pinky finger. They’re used to promote animal products, or just supply your daily dose of dopamine. 

  • Travel Influencers: A person creates content about travel, tourism and culture. Surprisingly, travel influencers rose in popularity during the pandemic with 63% of people saying they engaged more heavily with travel influencers. Some call it inspiration seeking, we call it views of resentment. 

  • Cleanfluencers: In case you haven’t scrubbed up, they’ll tell you the technique best suited. Marie Kondo fans, rejoice. 


Fun fact: The average cost of influencers rose by 42% YOY in 2022. Maybe the only industry on earth out-pacing inflation?

And some more quick maths for you while we’re here:

  • 0-10k followers: Nano influencer.

  • 10-100k followers: Micro influencer

  • 100-500k followers: Mid influencer 

  • 500K-1M followers: Macro influencer

  • 1M+ followers: Mega influencer. AKA whip out your wallet.

Often, micro influencers can double as ‘content creators’ and ‘influencers’, so they may be your best bet if that’s what your brand and social channels need. 


The point is to truly know who you (and they) are targeting. As not all reach is good reach (or worth the money) if your chosen influencers are speaking to the wrong audience. 

Alignment is important, on all fronts. If you can nail your influencer marketing, you’ll get more exposure, clicks, and of course, sales. AKA know your influencer, find your audience.




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