Not all influencers are the same. Some have great public speaking skills and an audience of millions, while others write detailed technical content for a dedicated audience of a few thousand. That's why Onalytica have a taxonomy for categorising the different kinds of influencer you'll find in our database.
At Onalytica, we have 6 personas which we can use to filter search results in Discover. These personas are detected automatically using a range of metrics & signals. Below you can find the individual definition of each persona:
The first 3 relate to the skills an influencer has demonstrated. This should help you understand how you could collaborate with this influencer based on the value they can bring to your campaigns. An influencer can belong in all 3 personas (although this is rare), as they may demonstrate all of the skills required.
An influencer who creates their own content, independently of a publication or employer. Examples include bloggers, podcast hosts or Youtube creators.
An influencer who regularly (close to once a month) speaks at events, identified through their own posts about speaking, as well as through others mentioning their appearances
An influencer who consistently gains high engagement and impressions on the content they share
The next 3 personas relate to an influencer's status in their topical community. These personas should help you narrow down your search based on the type of campaign you want to run, and its overall objectives. For immediate, high-impact campaigns, you might want to work with professional influencers who can drive significant results for your brand quickly. For a longer-term influencer program, you might look to cultivate relationships with a range of industry practitioners & industry KOLs to create a wider base of brand advocates in your relevant topical communities.
Would usually not think of themselves as an "influencer" but contributes to the debate in their topical community based on direct experience of working within their given field.
Influencers in this category are often "rising stars", who have built a larger following on their key topic, but don't necessarily spend all their time on "influencer" work.
Influencers in this category will be the best-known in their topical community, and have a proven ability to drive results for the brands they partner with. They will receive 40+ requests a week from brands, so are able to be selective about who they choose to partner with.