The exponential growth of the influencer’s space


See what is happening in our world – who is influencing whom and why.

The exponential growth of the influencer’s space

October 28, 2020

Influencer marketing has come a long way since the early days. When social media exploded across the globe and people began to realise that channels like YouTube, Facebook and Twitter gave them access to an audience of millions, the beauty, fashion and travel industries saw an amazing opportunity to tap into a vibrant, fast-moving and ever-changing culture. And people realised that they could monetise their passions by giving their audience a glimpse into their glamorous worlds.

As with all things, times change and the frivolous soon gave way to a more serious study of the effects of influencers – and the birth of a modern, professional and highly effective new industry.

A lot of people – businesspeople, marketers, brand managers, advertisers – still see influencer marketing as the ream of superficial and vacuous wannabe models trying to score a free lunch on a Mediterranean island, not something that would fit into their business models or goals.

This is far from the truth.

Agencies and brands are seeing the results of effective and expert influencer marketing. And the top shops around the world know that, whatever their industry, there is an important (some would say critical) place for influencer marketing in their comms.

The results speak for themselves. Genuine content creators are becoming ever more trusted. Their personal recommendations are more influential than traditional and often generic big brand ads. Their ability to speak honestly and directly to a receptive audience gives brands and messages a believability that is lacking in more traditional marketing that is trying to speak to the widest audience possible.

And that is invaluable.

But is there a place for influencer marketing in all industries? Surely, a good-looking world traveller has nothing to offer the mining sector? Can a home-schooling mom really have anything valuable to offer a pharmaceutical brand?
The answer to this is a resounding YES – and no. Yes, influencers can benefit every industry. No, a travel blogger probably wouldn’t add much value to the mining sector. This is where the influencer marketing industry is destroying the traditional marketing models, because when you find the RIGHT influencer for your market and your audience you unleash the power of personal, resonant and genuine engagement.

Take the mining industry for example. Beautiful photos of exotic destinations will not convince the audience that you know what you are doing. But a message from a mining expert, set in the context of the needs of the sector, and delivered to an audience that lives, works and breathes mining – that is powerful.

And that is influence.

Harnessing the power of influencer marketing relies on three important aspects:

  1. Finding the right influencer.
    This is business, not a popularity contest. Fame is not what you need. A genuine understanding of your industry, expertise in what they are speaking about, and a tone of voice that reflects your purpose will make your influencer believable and relevant.
  2. Telling the right story.
    The power of influencer marketing comes from the human touch. Our decisions – whether they are purchasing decisions, business decisions, political decisions or just what to wear today – come from an emotional reaction. By telling the right story an influencer engages the emotional response of the audience to become a trusted and persuasive voice.
  3. Working with the right experts.
    Finding the right influencer to tell the right story does not magically happen. You need to have experts who know the when’s, where’s, why’s and who’s of successful influencer marketing. R-Squared, for example, have dedicated teams who know where to look for the perfect influencers, local and global. They also know when to engage a macro influencer and when to engage a micro influencer. Remember the travel blogger/mining industry example earlier? Imagine a travel blogger talking to the efforts a mining company is making to reduce their footprint in a specific area. A micro influencer for the mining sector with a macro influence on the appearance of the company around the world.

So, does my influence look big in this?

The effect of influencer marketing can make a significant difference in any sector and for any business. When you have a trusted voice speaking from a position of authority and expertise to an audience that is primed to receive your message you are able to create a literal bond between them and your brand/company/product/message.

All you need to do is find the real.

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The journey from influencers to digital-first influencer marketing


See what is happening in our world – who is influencing whom and why.

The journey from influencers to digital-first influencer marketing

September 22, 2020

Using a famous face to promote a product goes back decades. From Honus Wagner for Louisville Slugger baseball bats to Oprah Winfrey and Weight Watchers to Michael Jordan for Nike to Charlize Theron for Dior – star power was and still is used to influence a consumer’s perception of a brand.

But the digital age is beginning to change just how that perception is manifested.

Previously, these celebrity endorsements were engineered by ad agencies and PR companies to give a brand exposure across billboards, TV and print in a market. These markets could be broad, George Clooney and Nespresso for example, or they could be quite specific, which led to some really interesting celebrity endorsements especially in the Asian markets. Like Matt leBlanc for Ichiban Lipstick for Men. In fact, if you want to see some really fun and different ads, search for Japanese ads featuring American celebrities. Schwarzenegger, Pitt, Clooney, Cage, Day-Lewis – you name the celebrity and they’ve probably done a very unusual Japanese ad.

These big-budget (celebrities ain’t cheap) campaigns were attention-catching and gave brands a face that audiences recognised and aspired to emulate.

Then social media exploded, and a new generation of celebrities and influencers was born.

New wave of influencers

These influencers were not always famous people. They were not recognised as celebrities, but they began to attract followers who saw value in what they were saying or doing. The most obvious examples would be the travel and fashion influencers with their beautiful destinations and fashion and cosmetics. But there were others who began to change how influencers were seen: moms looking after households and kids, financial gurus speaking directly to investors, video gamers and their gameplay commentaries.

The rise of Twitter, Twitch, Facebook, Instagram and TikTok brought a new wave of influencers, and a lot of them were normal everyday folk.

This also led to an unexpected consequence. Accountability. Today’s digital-savvy consumers have access to a plethora of information, from what influencers are doing to what they believe to the shenanigans they get up to behind the scenes. They know when an endorsement is not genuine, or when a celebrity is caught in a scandal, and it impacts on both their perception of the brand and their perception of the celebrity. One of the weirdest endorsements I have ever seen was Cristiano Ronaldo and Facial Fitness Pao – one of the world’s most recognisable and ruggedly handsome faces promoting a mouth-based ‘fitness’ gadget for youthful smiles? Cheque banked, back to football.

But the digital age has pushed it beyond a lack of belief in an endorsement, it can lead to a very serious loss of credibility in a society where the real is actively searched out, where celebrities and politicians and news outlets are increasingly being held accountable for their words and actions.

Always under scrutiny

The actions of influencers, whether in their personal lives or when representing a brand, are always under scrutiny. We see the results of foolish behaviours from the likes of PewDiePie and Logan Paul, and the results of behaviour done for the right reasons but in the wrong way in the ridicule that was aimed at the celebrities doing the ‘Imagine’ song for Covid.

In the digital age, there is no hiding. If it’s online, it’s forever.

Which is leading to a very interesting new direction for influencers themselves. This realisation of the scrutiny they are under, the permanence of their actions and the impact of their opinions are making them self-regulate to a far greater degree. And it’s leading to a better, more real engagement with followers.

Followers don’t judge an influencer for being paid to promote a product or brand, they just want the influencer to be transparent and not try to pretend or hide the fact. This, in turn, means that the influencer must know the brand and product, must have researched what they stand for and offer, and must be able to weave that into their own personal style to appeal to their audience and effectively monetise their channels. All with the understanding that they are responsible for the endorsement, that they need to demonstrate to their followers and that their endorsement is real.

Creating unique and real stories

For influencer marketing agencies, it is leading to a realisation from brands that they need to have experts that are managing these influencers, that are able to choose the right people for the brand, to sift through their background and make sure there are no hidden skeletons in the closet that could hurt the brand. To source the influencer with a real link to the brand who can create a real, empathic connection between themselves, their audience and the brand.

That, for me, is the biggest change from the origins of influencers, the ability to create unique and real stories from real people for real followers.

The digital age is what allows us to send the message out. The influencer is who the audience will identify with. But the result is why we do what we do – human connections.

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