What is influencer marketing? Great question. Social media is writ with people who have no digital marketing or WordPress development experience but sway an audience’s opinion based on being influential.
Why are they so influential? Another great question. Sometimes they are famous for being famous, other times they are public figures and some other times they are subject matter experts that have an audience. Social media has formed a microcosm of the world we live in where people have a voice based on interests and experience.
By definition, an influencer is someone who has an audience that can influence someone’s decision on a product, service or brand. So, as logic dictates, influencer marketing is when someone of influence speaks out about your offering. Simple enough.
Typically, influencers are paid and given products and services in exchange for social media posts, blog posts, YouTube videos or the like. These posts talk about their brand experience and how much they are a fan of product XYZ.
Buyer beware: Not all influencers are created equally. Not created equal to the tune of I think more than 50% of people who say they are influencers are a fraud. Fraud in the fact that they purport to have a market influence, but all they have is a following. Understand, having impact and engagement is very different from having a following. Very, very different.
Three key questions to ask potential influencers:
1. How much true engagement do your posts receive? (Hearts, fists and fire emojis are not real engagement.)
2. What is your experience with my product, service or brand?
3. What makes you a good spokesperson for my company?
Let the answers to these questions guide your decision on whether or not to engage the person.
Influencer marketing is a complicated form of digital marketing, and sometimes really more PR related. It is a very powerful tool when used right with the right people, but the right people do not come cheap or easy. Proceed with caution…