The first step in mitigating influencer marketing risks is determining the type of influencers the brand is engaging with. While reach and engagement rates can be indicators of influence, the factors that define each influencer persona are rooted in that influencer’s motivations and behaviors. The three main categories are


 Actors, artists, athletes and social media stars who leverage influencer marketing as a secondary source of income to monetize their celebrity.


Executives, bloggers, thought leaders and other professionals who earn their living as influencers and generally demonstrate expertise in a specific industry, such as business, lifestyle or fashion


Everyday customers or employees who have relevant influence and may not know it or aspire to become a macro-influencer. Their influence is driven by the strength of relationship within their networks.


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