Tweet

Influencer: noun
in·​flu·​enc·​er | \ ˈin-ˌflü-ən(t) -sər, especially Southern in-ˈflü-\
a person who is able to generate interest in something (such as a consumer product)

What does the word influencer really mean? As the term has become more like buzzworthy throw-around marketing jargon, it’s easy to forget what an influencer really is.

Here’s a secret: everyone is an influencer, but the question lies in how much pull (aka influence) his or her opinion has. Not to get religious, but even the Serpent in the Adam and Eve Bible story was an influencer.

Anytime we sport, a clothing brand or drive a specific car model, we’re flaunting our influence and promoting that product. The real value is the channel through which we’re influencing and how powerful we are. That’s why you hire famous people to promote your brand –because they have significant influence over a specific community.

The question is, with the flood of so-called influencers out there, has the term “influencer” become a dirty word? Unfortunately, it’s evolved into, for some, the taboo it is now because everyone wants to get paid to do it.

Influencer marketing is far from novel. Back in the 1900s, Mark Twain co-branded pens, in the 1950’s Doris Day was featured in a print ad riding on farming equipment. Marketers integrated Toasties Corn Flakes into the Andy Griffith Show and Mohommad Ali was featured in bug trap ads. It’s been going on for a while, but it’s even more critical now, in the Internet age. Especially since today many people place a lot of trust in influencers.

Before the Internet, you had to be uber-famous in order to be an influencer, but today it’s just not the case. Marketers think they’re savvy, finding new ways to get products in front of target audiences by using anyone with a large social following to show off their items— but they’re really not.

Once money and an influx of people get involved things start to go grey. Let’s define the types of influencers out there to help clear things up.

Four Types of Influencers

1. Celebrity-status famous: people in the spotlight (actors, singers, professional athletes, etc.)
2. Internet famous: these people have a large social following, but may not have a lot to say. They’re Internet famous because they’re attractive in some way (physically, funny, etc.)
3. Game changers: people who are changing the world (or your industry) in some way. These people want to make a difference and spread their message (teacher, industry advocate, etc.)
4. Knowledge influencer: people who are skilled and educated in a particular subject area and impart that knowledge on the world so we can learn. People want to follow them and soak up their information.

Marketers: here’s a question. Where do you want to put your money?

Into the people who have real knowledge and who are making a real difference or those who are spotlight and attention hoarders looking to make some money?

Is influencer marketing contaminated? No, but as marketers, we just need to be aware of where we put our marketing dollars.

If the influencer is swaying public opinion for a negative reason, then yes, influencer “marketing” is no good, but when it’s used to spread awareness about a good cause, like to raise money for a cure for cancer, then it’s a great thing. Online influencers can definitely add real value and potentially contribute directly to your sales efforts.  Some of the best influencer marketing comes from real people with a genuine and engaged user base spreading their opinions to guide decision making.

Considerations When Selecting Influencers

• Followers don’t really matter. How engaged are their following? How loyal are they?
• What do they believe in?
• Why do they do what they do?

Marketer Beware

There are a lot more people exploiting themselves because there’s money in it. They don’t necessarily have anything positive to say, they’re just “good to sell products.” There are a lot more bad choices out there. Everyone thinks they’re a superstar these days. It’s our responsibility as marketers to select the right partner on a positive mission who has a loyal and engaged following.

For example, one of Insomnicat’s brands, FighterPhilosophy, sells rashguards and promotes them via influencers that fit the model by tapping into people who are actually dedicated to inspiring others. We’re not concerned with folks who have 8 million followers, but those who have a real interest. We look for athletes who have maintained serious levels of health and fitness by training and people who are on a mission to spread inspiration and positivity through the art of Brazilian Jiu-Jitsu.

To find out more about Insomnicat Media’s Influencer Marketing options, reach out today. We build trusted partnerships in various industries and can get your content out to millions via social influencers.

 

 

Tweet