Breaking down influencer marketing, from Joe Rogan to Selena Gomez to MrBeast

As investment in influencers takes up a bigger share of marketing and media budgets, it’s worth exploring the differences among the several types of influencers that have emerged across different platforms — all the way from TikTok personalities to podcast hosts.

Because if there’s one thing that’s true in the world of influencers, it’s that there is no one-size-fits-all model. “As the creator economy has evolved, we’ve seen an increasing fragmentation of content creators,” said Thomas Walters, CEO and co-founder of influencer marketing agency Billion Dollar Boy. “Influencers are everywhere, appearing in various content formats, whether it’s on social media, blogs, livestreams or audio.”

Global influencer marketing spend has more than tripled since 2019 — it’s estimated to reach a record $24 billion in 2024, according to Statista. Whether through product placements, sponsorships or even organic executions, these content creators make up a major part of brands’ marketing strategies today. In fact, there are some 64 million influencers on Instagram alone, while the numbers on TikTok, YouTube and Snap are still growing.

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