Influencers: Do they drive brands or do brands drive them?
Today, the term “influencer” is part of our lexicon, but we increasingly distort this anglicism more and more. In a strict sense, influencer is that opinion leader within some niche, who can influence the decision making, thinking and criteria of others, through his experience, and be considered as an authority on the subject. In this way, many might consider an influencer as a kind of “mentor”, however, the reality is not always this. In digital slang, an influencer is that character directly related to social networks, who has a high number of followers and interaction in her publications compared to the average. And of course, there are levels here too. There are these characters classified as influencers in each city (each town has its own), but of course, there are also regional, national and international presence.
The arrival, growth and digital interaction of influencers have made brands eager to relate to them in some way, but?
Who really earns more in this type of business relationship? The brand or the influencer?
For this, we must analyze and identify each of these characters, which at least I catalog in three different categories: Influencer, Popular, and Physical Attraction.
What companies seek to achieve by linking with someone and making them an ambassador for their brand is to directly link the image of both, by sharing similarity in values, lifestyle, and of course, audience. Commonly, a “small” brand plans to hang on to a certain fame that these influencers have, unfortunately, many times the same brands get carried away by the vanity metrics (likes, comments and engagement in general) in the publications.
With the launch of content creation platforms, many have increased their popularity levels, mainly through audiovisual media, and this is because we can consume such content of increasing diversity and with certain sub-divisions that are directed to niches. very specific, and in each niche, we will be able to find one or several references that stand out above the rest, whether for their knowledge, the quality of the material they share, their skills and also their physical attractiveness. If we take a look at 10 or 15 years in the past, we will be able to realize that these influencers have always existed, but they were on radio and television, and still continue to exist, but their audience has not been modified or adjusted to the change. generational.
Thus, in addition to having a much greater offer in content, options, the possibility of measuring results and budgets much more accessible than in traditional media, brands have chosen to create their “Influencer Marketing”.
But how do you identify your best option to promote your brand? How to differentiate one from the other?
It is not as difficult as many might think. An influencer really differs from a Popular or Physical Attractiveness by leadership, power of opinion and the way to influence the masses, as I mentioned earlier, but there are some more elements that will make us more clearly visualize each one of them.
A Popular cataloged him as that character who has a certain local, national or international fame, created as a result of his exposure in the mass media, his eloquence, eccentricity, how funny or simply different he can be. You may or may not have a certain degree of influence and physical attractiveness, but they are not your strengths. It is usually known for something in particular. For example, it went viral with some content that it shared in an ephemeral way, it appears on a TV show, it is present in a large number of events that are part of one or more niches, etc. Betting on a Popular when making our Marketing plan will offer us scope and exposure. This can be risky, as Popular is often not the best way to promote a brand and gain reach. The popularity of the Popular can come in many ways, and some of them are motivated simply by the curiosity and curiosity of their followers. El Popular will show us as part of its content mainly their lifestyle, friends, activities, routine and others to generate conversation and seek admiration from their followers. Many times the creation of this content could be somewhat “forced” to stay current, given that as I mentioned earlier, in many cases the Popular people made themselves known due to some fortuitous, fleeting situation.
Many Populars are potential influencers, but not all.
When to go with them? When the origin of your fame, your values, lifestyle and audience are aligned with those of the company. If you generate a good social media conversation organically, it can surely help you drive it.
When not to go with them? When it offers no value to its audience, and it is more than evident that its followers only consume its content for morbid or physical or sexual attraction.
When thinking of an influencer, we should not believe that he is a brand “aide-de-camp”, but an ambassador of the same
Influencer Marketing is here to stay, and it is an evolution of “word of mouth” but on a massive level, a direct recommendation made by someone who has a certain level of credibility and leadership in their opinion; a subject followed by the masses and who inspires confidence and authority in one or more aspects.
It would have nothing to do with their number of followers, but with the effectiveness and consistency of the message, a correct link that generates a “win-win” commercial affiliation for both parties, and not unilaterally.
So the next time you need to promote your brand, you know that influencer marketing will not always be the best and most effective way to do it. There are many cases of failure in which fleeting interaction is generated in a collaborative publication, under the pretext of making a raffle or “giveaway”, because the audience does not link the brand affiliation and simply interacts for the prize; but after the raffle, you will not remember the advertiser or his relationship with the influencer. Therefore, the target will have failed.
Investigate, identify and establish your communication objectives well, to define with whom and with whom your brand will benefit.