Whether you like the term or not, I'm using the word 'influencer' today to keep things simple.
What IS an influencer?
According to influencermarketinghub.com;
- An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.
- An individual who has a following in a particular niche, which they actively engage with. The size of the following depends on the size of the niche.
That sounds about right to me, so we'll roll with that. Things is doesn't mention and key points you should look out for when searching for the right influencer to align with your brand is their reputation for authenticity, respect and whether the product truly fits their niche.
Now this is my personal opinion but you may have noticed we are starting to see bulk influencers managed by influencer marketing agencies. You know how for a whole week you'll see people opening packages of the new Lewis Road Creamery products, or a new type of yogurt on their Instastories or Snapchat with a semi-believable blurb about how amazing, versatile and healthy or naughty it is?
I can't deny, this does eventually embed into your mind, heightens awareness or products and leaves you more likely to buy something but looking as it from one 'influencer' to another, it looks unauthentic and forced which to me is a bit of a turn off.
That being said, it often works - so this is where you need to find your values and your place in the market. For more pro's and con's, have a read of this.
Out of the four types of influencers, bloggers and influencers in social media (predominantly micro-bloggers) have the most authentic and active relationships with their fans. Brands are now recognizing and encouraging this.
- Industry experts and thought leaders
- Bloggers and content creators
- Micro Influencers
The most prominent type in NZ, especially when it comes to agribusiness and supporting industries are micro influencers. Normal everyday people who have become known for their knowledge about some specialist niche. As such, they have usually gained a sizeable social media following amongst devotees of that niche. Of course, it is not just the number of followers that indicates a level of influence, it is the authentic relationship and interaction that a micro influencer has with their followers - they will not want to harm their relationship with their fans if they are seen to promote a lemon.