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When you search for an influencer to work with, their likes, views and followers shouldn’t be your only concern. In many cases, these numbers shouldn’t even be your top concern.

Instead, start by looking for people who represent your category or niche. If you sell cosmetics aimed at Gen Z buyers, working with a dad who’s a top parenting influencer won’t do much for your bottom line. If you offer a travel service, you likely won’t reach your target audience by working with someone who posts on Instagram about raising backyard chickens.

Once upon a time, influencer marketing was only prevalent in a few key categories. But today, there are thousands of niches for practically every product or service on the market. Even so, some niches are bigger than others, and those below are absolutely huge right now. Take a look at the best influencer marketing categories.


Without a doubt, the beauty industry and influencer marketing go together like two peas in a pod. That’s especially true on more visual social media platforms, like Instagram and YouTube.

Most beauty influencers and their followers are women, though there are some accomplished men in this arena, too. Influencers range from girls and guys who just love makeup to professional makeup artists to some of the biggest celebrities in the world. They share how-tos, tips and reviews. Many beauty influencers do a little bit of everything, but some may focus on smaller niches, like makeup, hair care, skincare or nails.


Some beauty influencers may also be fashion influencers, or fashion influencers may focus solely on topics like clothing, jewelry, shoes and other accessories. Either way, it’s a huge niche, and it appeals to both men and women. Also typically found on visual platforms like Instagram and YouTube, fashion influencers review and promote products, work with fashion lines, offer styling tips and post haul videos. Like the beauty niche, these influencers may range from a teenager who likes to show off her local mall hauls to world-famous celebs.


Do you fantasize about taking that dream vacation or spend your weekends jetting off to exotic locales? If so, you probably also enjoy seeing other people’s pictures of the cool places they’ve been. At the very least, you enjoy hearing first-person reviews of travel experiences. How about some tips and tricks on how to get the best deals, how to find the best gear or where to eat?

Enter the travel influencer; they’ll show you a glimpse of the world through their Instagram account. Travel can be broken down into many smaller niches, ranging from budget camping trips to luxury cruises.


It’s hard to pinpoint exactly what a lifestyle influencer can be because there are so many variations out there. One might be someone who has their own homestead on an acre of land. The other may be a celebrity who splits her time between appearing on the big screen and taking care of her kids and pets.

The important thing to remember about lifestyle influencers is that they usually post about a variety of topics. For example, a stay-at-home mom may post about parenting along with beauty, fashion, food and fitness.


Speaking of parenting, some moms and dads have turned it into a full-time social media event. They share their tips and tricks with new parents, review products and talk about their successes and failures. Some may be humorous, while others are just offering support and camaraderie for all parents out there.

Health and Fitness

Whether you want to lose 100 pounds, train for a marathon, find new sports workouts or learn keto diet recipes, there’s an influencer for that. Health and fitness is huge across all social media platforms. Some influencers offer general healthy lifestyle tips, while others focus on smaller niches, like yoga, weightlifting, healthy eating or CrossFit.

Working Online

Who doesn’t want to quit their job and start their own business or make more money? Better yet, who doesn’t want to do it all from the comfort of their own home? Because this way of life is so appealing, those who have found success with it have taken their tips and tricks to social media.

Followers look to these types of influencers for their secrets to making more money in niches like entrepreneurship, digital marketing, blogging and investing. Just make sure any influencers you work with offer high-quality information that’s on the up-and-up rather than vague information or scams.


We can’t all be millionaires and billionaires, but we can dream a little. Thanks to social media, it’s easier to see what it’d be like to live a life of luxury. Luxury niche influencers are typically lifestyle influencers who just have a little more than the rest of us. They travel the world, live in fancy homes, drive expensive cars and wear designer clothing. Depending on their interests, they may overlap other categories on the list, like travel, fashion and even working online if they’re self-made.

Pets and Animals

People love their pets, and many stop at nothing to make sure their animals are (deservedly) spoiled. Even if you don’t have your own pet, you’re probably guilty of looking at cute animals on social media. As the animal-care industry grows, so does its presence among influencer marketing. Pet- and animal-centric accounts provide tips, share product reviews, promote animal welfare charities and show off cute pictures and videos.

To learn more about influencers in these marketing categories and others, check out IZEA’s Influencer Discovery tool.