The Most Saturated Influencer Industries

Influencers are highly-followed social media users who advertise for companies and brands at a certain rate per sponsored post. However, some industries have a greater presence and advantage in social media marketing more than others. Here are the top 3 industries, not in any particular order, that influencer marketing dominates:

Fashion

Fashion itself is so versatile that it allows for a wide range of users to be placed into the category. The term no longer only refers solely to stick thin models and runways—the images that “fashion” might once have conjured before blogs and Instagram profiles became prevalent. With the accessibility of social media now, fashion influencers show all different styles and all body types. Content ranges from street fashion, plus-sized fashion, thrifted fashion, designer-brand fashion, baby fashion—anything that could ever be worn. Influencers show their own personal tastes, and share brands with those who might want to dress the same way. Users can follow whomever they want, and whatever styles they feel inspired by.

Additionally, influencers are everyday people from all walks of life. The high fashion industry is notorious for trying to sell clothing to the public through the idealistic, uncommon bodies of supermodels. To see people of all shapes and sizes wear sample clothing on social media creates a genuine environment for followers that the high fashion industry cannot supply.

Food

There is a reason the Food Network exists. We all eat, and people are always attracted to seeing how food is made, decorated and even consumed. So, it comes as no surprise that food-related social media is incredibly popular as well. There is something so satisfying about photos and videos of delicious things—even if you’re not the one making or eating them.

Similar to fashion, food is such a general term that includes many, many genres—whether it’s location-based like New Fork City (@new_fork_city), centered on a specific food like The Cake Blog (@thecakeblog) or even novelty-focused such as Tiny Kitchen (@tinykitchentm).

There is also less of a need to cultivate a personal image when it comes to food pictures because the influencer is not using himself or herself to sell the product. The food merely has to look appetizing in the atmosphere it is served in. The influencer does not even have to be in the photo.

People often follow food bloggers for aesthetics, but also for inspiration for places to visit and to post about themselves. Buzzfeed even created a video series of employees trying “Instagram Famous” foods. Food bloggers have such a strong effect because they create a new type of customer: the “foodie.”

Fitness

At first, fitness may not seem like an obvious form of marketing—exercise and clean eating are not exactly products. Yet while the main theme of a fitness blogger’s content might be getting in shape, there are still opportunities to advertise brands and products. A fitness blogger’s main focus might vary: from yoga to powerlifting, there are several subcategories within this single category. Fitness bloggers may post exercises, yoga poses, or powerlifting sets, all while showing off toned bodies and advertising a number of commercial ways to achieve them: protein powder, studio classes, special equipment, special diets. Fashion plays a key part too, as many fitness bloggers are sponsored by athletic clothing brands, or even launch their own.

While fitness bloggers show their sweat and hard work, they also represent an ideal. We live in a culture where we believe that working out not only leads to being healthy, but also to being physically attractive. We often follow fitness influencers to be inspired to work out, to eat better, and to buy the products they’re sponsored by—with the hope that we can look like them, too.