Influencers are broadly divided into 3 categories – Key/Celebrity Influencers, Social Influencers, and Peer Influencers. Key Influencers include celebrities, industry thought leaders and leading bloggers. Social influencers are individuals with significant online influence like social media celebrities. Peer influencers are closest to the consumer circle like – family, friends, colleagues. This is a very relevant circle and closest to the conversion funnel. The influencers typically focus on a particular area like food, parenting, fitness, fashion, E-Commerce, or technology. Relevant influencers are usually shortlisted based on the brand, its business and the marketing objective. Depending on the target audience, geography and demographics, the right set of influencers are chosen. For Example – A new restaurant looking to launch an influencer campaign will engage with food bloggers who can help them cover their brand on blogs and social media channels. Social and peer influencers work the best for contests based on Twitter or Facebook to help create a buzz about the brand.