Social Pros Podcast: Influencer Marketing
Social Pros Podcast is a podcast with Jay Baer and Adam Brown who discuss doing real work in social media. After listening to the episode “Why You Might Be Thinking About Influencer Marketing All Wrong” with guest Jason Falls, I highlight some topics regarding influencer marketing as discussed by Social Pros and reflect upon my own experiences.
First, the podcast discusses the difference between influencer marketing and influence marketing. Influencer marketing is what people, myself included, think of when a person with a large following on a social media site shares a product. This method tends to be social media-centric with users who have a large number of followers. Influence marketing is has a more broad view. Influence marketing consists of finding people who are influential to the audience a company or product is trying to reach. Jason Falls used the example of influence marketing for alcohol or liquor: The influencer that is most applicable for an alcoholic product is a bartender. The company does not necessarily need to find this influencer through social media, but bartenders are a primary influence channel to consumers. When thinking of an example in my own life, I have a strong presence in the dance world. Not all dancers have large followings on social media and few even focus their page on their dance activities. However, whenever I have taken a class or seen another dancer wearing a certain pair of leggings or a sports bra, they influence me and others who see that product in use. This has opened my eyes to view influence marketing as more than just social media influencers.
So, why do people think of influencer marketing before influence marketing? Influencer marketing is easier for companies to utilize, and is, therefore, more prevalent. The internet and social media have become key methods of information search. It is easier to find possible influencers for specific audiences through the internet. Being able to see a specific number of followers clarifies the reach of a certain user with ease. The internet also makes it easier to track the success of a campaign. However, this can result in a loss of opportunity of finding people who are actually influential to a market rather than those who just have an audience. For example, the Kardashians have a large audience, yet could be less effective in promoting a new toothpaste than a dentist would be. Without this alignment between audience and influencer, the authenticity of the user and brand is questionable.
I have had plenty of experience watching a YouTube video or viewing an Instagram post where I have become skeptical of the brand and influencer because they seem inauthentic. Posts that are staged and fake automatically turn me off of a product because I know that it is not relevant. In order for companies to successfully use influence marketing tactics, the brand’s product message must align with the audience’s interests. If I’m following a fitness page, I am not going to be swayed to try a new ice cream that they recommend, but I may be more inclined to try a new vitamin supplement that they market. Authenticity is the key to success in influence marketing. This can explain the upcoming trend of micro-influencers.
Brands have begun to turn to micro-influencers for influence marketing methods. Micro-influencers are people who do not have excessive follower counts, yet they are able to relate to the brand’s audience. These influential people are able to partner with brands that value the same products or ideas that their audience. They can genuinely intertwine product use in their daily life and relevant activities. These micro-influencers are perceived as more genuine and result in more engagement.
When thinking about the difference between influencer marketing and influence marketing, I am beginning to realize that many people in my life influence my decisions. For example, my parents always preferred Kleenex brand tissues rather than generic brands, and this has influenced my purchase decisions in my day-to-day life. Influence does not only have to be through social platforms or the internet. Everyone is influenced by everyday relationships. If companies and marketers start to understand this trend, they can utilize many different methods and change the way the public thinks of influencer marketing.
