Influencers and their influences on the Online World
Google any word- and it responds with a massive tidal wave of information. Consumers are faced everyday with countless choices about almost every product and service offered, near or far. How do you make your brand’s online presence shine?
There are those who stand ready to fight your cause- and they are already well-endowed with charisma and a large following.
Call-in the influencers.
Influencers possess “organic reach, relevance, authenticity, (and) engagement” (Brooks, 2017). 54% of female consumers, according to DMA solutions, “purchased a product after seeing it recommended by an influencer” (2018). Every social media like or comment instantly multiplies online presence for your brand.
However, there is a significant issue you need to consider: how are you going to connect the right influencer with your brand story? Amidst new influencers steadily joining the ranks daily, how do you choose? Here are some tips:-
- Does his/her fan base fall within your target audience?
Make an exploration of the age range, backgrounds, and goals of the fans. Consider their positioning in life, and their greatest hopes and desires. There is something that they aspire or celebrate about the influencer’s projected identity. If you understand the attractional pull that the influencer exerts, it is easier to ascertain his success in carrying your brand.
Hop to Xin Lin’s Instagram page: she is an optimistic hip influencer, mostly endorsing trendy clothes or travel packages- because individualism and exploration are key needs of her age group. Respect the influencer’s age-related needs rather than squeeze his/her life into your product story.
- Are his/her passions and tastes similar to your brand’s offering?
Yes, go ahead and stalk his Instagram account- unashamedly. What kind of story does he want to tell through his social media profiles? A story of altruistic charity? A story of business progression? A story of overcoming identity issues? You need to know- through the photos that depicts his lifestyle- what kinds of wanderlust he may have. For instance, if you consider Candice Kumai’s Instagram profile, it is apparent that she loves wellness and organic food and nature- thus a tour agency who want an influencer to endorse a trip to Mount Fuji would find her as a right match. The write-up would feel less than a forced sponsored piece, but a genuine heartfelt one.
- Are his/her ways of communicating with the fan base compatible with your brand’s style and story?
What kind of persona does the influencer adopt to address his fans- is it inspiring, affirming, instructional or cautioning? Is his tone mostly serious or lighthearted? Imagine: similar-themed lines with your product as his topic. Can the influencer pull it off? Is his writing style consistent with your brand story?
For instance, if you visualise an urgent speedy call-to-action in your product’s blurb, then you probably would not choose Angi Fletcher to be your influencer- due to the immense length of her post, spent in recounting warm moments before she discusses the product.
4) Do you have adequate time and resources to manage the media content generated by these influencers?
Influencers’ management starts with building a good rapport with your influencers- getting up close with their specific life goals and needs. It requires ensuring that their product messaging is accurate and compelling, tracking audience demographics, and measuring success by leads. It also includes discussing their remuneration fees if any, sponsorship to enjoy your products, and also the terms of the contract- e.g. not marketing for your competitors.
Lots of work? No worries! Be stressed-free about choosing the right influencer when you consult our branding agency.
We help by performing the necessary background checks on the potential influencer- to ensure he/she is a person of substance and integrity. Even after the choice of influencer is made, and he/she submits her photos and messaging, our own copywriters proofread the messaging to ensure information is represented correctly and in the proper tone. Usually, an influencer’s concern is with regards to the product- its features and social positioning- but he/she may not understand the brand story deeply enough to convey distinctives that make the advertisement a win. As your advertising partner, we do. We act as the constant bridge between you and the influencer.
At Hamilton and Sherwind, we are passionate about telling your brand story in ever-fresh and creative ways. Work with us to impress the world.