{"id":102,"date":"2018-03-19T12:59:04","date_gmt":"2018-03-19T12:59:04","guid":{"rendered":"https:\/\/britopian.com\/?p=102"},"modified":"2023-04-14T05:27:22","modified_gmt":"2023-04-14T05:27:22","slug":"influencer-model","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/influencer-marketing\/influencer-model\/","title":{"rendered":"Influencer Model \u2013 1:9:90 Rule of Social & Influencer Segmentation"},"content":{"rendered":"
Not all influencers are created equal. Using an influencer model to identify and segment the influencer community is a best practice. <\/p>\n\n\n\n
Why this matters: <\/strong><\/p>\n\n\n\n Understanding the 1:9:90 influencer model can help you collaborate with the most relevant and authoritative influencers. <\/p>\n\n\n\n In my experience, only one influencer model breaks down how influence is measured and segmented – the 1:9:90 model. This model was first coined by Charles Arthur in 2006, who observed that for every 100 individuals who create content online, only ten would engage with it, while the remaining 90 would simply view or read it. It is important to note that this model is distinct from the McKinsey Influence Model of 2016<\/a>, which focuses on change management rather than influencer marketing.<\/p>\n\n\n\n An influencer model is a sophisticated framework for dividing influencers into groups based on a certain method. This can be very helpful for reaching influencers with clear messages in the channels where they spend most of their time. But the process of researching and segmenting influencers involves a number of other important factors that must be taken into account.<\/p>\n\n\n\n When talking about any social influence model, it’s important to keep in mind the topic or market being talked about. For example, consumer influencer marketing programs tend to care less about the topics and more about the channels or platforms where influencers spend the most time. So, people often use phrases like “Instagram influencer,” “TikTok influencer,” and “Snapchat influencer.” But these influencer models are less useful for B2B companies because the enterprise sector cares more about the topics and thought leadership in which the influencers are experts and have authority.<\/p>\n\n\n\n The market or economy is also taken into account by the influencer model. There are many markets and submarkets, maybe even thousands. For example, some markets are geared toward pregnant women as customers, while others are geared toward men whose wives are about to give birth. There are markets for diapers, high-end homes, new cars, housing, and many other things.<\/p>\n\n\n\n But the markets for B2B and tech companies aren’t the same. This is where topic-based markets come in. These include the enterprise market, the SMB market, the data science market, the AI market, and the market for software.<\/p>\n\n\n\n The model of an influencer that we’re talking about today is based on these topics and markets. Still, it’s important to remember that in every market and subject, the top 1% of people are called “influencers,” the next 9% are called “promoters,” and the remaining 90% are called “lurkers.”<\/p>\n\n\n\n It’s important to understand the influencer model and its different parts if you want to target influencers and write messages that have an impact. Businesses can successfully use influencer marketing and get the desired results by considering the specific market or topic and the channels where influencers are most active.<\/p>\n\n\nWhat is an Influencer Model?<\/strong><\/h3>\n\n\n\n