You’ve probably heard of them. They’re often celebrities or public figures that have taken to social media. Sometimes they’re “regular people” who gained influencer status by imparting wisdom that helps people. Heck, you might even be following a few on social media. Maybe then you’re just now seeing the advantages of having social media influencers on your side, talking about your brand, your products, and your services. Or maybe you are one in the making…
But first, let’s review…
- Influencer Factoid 1: 49% of Consumers Depend on Influencer Recommendations1
What exactly is an influencer anyway?
To put it succinctly, an influencer is an individual who has the ability to affect the purchasing behavior of others because they are perceived as having knowledge and authority in a distinct niche and have relationships with their audiences. The size of their followings largely depends on their respective niches.
More specially then, what are Social Media Influencers?
These are people to have crafted a reputation based their knowledge and expertise on a particular topic. They did and continually build large followings of people who pay close attention to their views by contributing regular posts on their topic on their favored social media platforms.
You can even categorize Influencers in several ways – by number of followers, content type, level of influence, or niche. There are more, but these are the basics.
2. Influencer Factoid 2: 74% of People Trust Social Networks to Guide Purchasing Decisions1
Perhaps the most concrete way is by number of followers.
While there’s no hard, fast rule that delineates each one, here’s a general breakdown of them:
- Mega-Influencers – Those individuals with at least one million or more followers on at least one platform. A lot of them were already celebrities (actors, musicians, etc.) before they joined social media.
- Macro-Influencers – These are individuals with a following that ranges from 40,000 up to one million. They tend to be either “B List” celebrities or successful experts in their niche and built a significant following.
- Micro-Influencers – This group is made up of regular people who’ve become known for their expertise in their particular niche. Their following ranges from about 1,000 to around 40,000 on at least on platform.
- Nano-Influencers – The smallest here; they may have less than 1,000 followers, but they’re a group acutely interested in this expert’s opinion and will readily engage with their chosen expert.
Now you got the basics, what can any of these influencers do for your brand?
3. Influencer Factoid 3: Two-thirds of Marketers Promote Content with the Help of Influencers1
The right influencer can help you:
- Build a larger following.
- Increase your company’s credibility.
- Bring in new leads and conversions – more sales!
But as you can see, not all social media influencers are created equal. And despite what you might think, it ain’t all about the numbers.
Think about it, regardless of niche or following size, every influencer is to some degree an authority of some level in a given area and is providing consumer-to-consumer communication, albeit one person conversing with many. But who they’re reaching and why can differ.
Basically, bigger doesn’t mean better here.
A mega-influencer may be a celebrity, and their fame outside social media is often the reason they have so many followers. They don’t necessarily have a high level of expertise in your particular industry and their online audience has specific interest in the influencer, not your business. Mega-influencers may have the largest audiences, they will often not have the kind of audience you’re seeking – they not going to be centered in your area of business for any length time – and it’s certainly not going to be central. So, unless you’re a mega-sized business yourself, you’re more likely going to find better value for your social media investment elsewhere.
Obviously, you probably want to seek out influencers that are not so much celebrities but known for their expertise in your areas. The majority of their followers will in turn have a specific interest in your industry – and the kinds of products and services you offer. That means the right influencer for you isn’t going to be the one with millions adorning fans, but the ones who speak specifically and speak often about your industry.
4. Influencer Factoid 4: 60% of Consumers Have Been Influenced by Social Media or a Blog While Shopping at a Store1
Macro-, micro-, and even nano-influencers, with their small yet specific audiences, are the ones the that you may want to seek out. Their audiences are going to be more specific the smaller they get – you’ll find the smallest to be most aligned with yours.
Finding the influencers that you feel are the best fit for your business is going to take some time. Your ideal influencer not likely to engage with you first, so the onus on you to seek them out – You’re going to have to dive deeper into who your audience follows and where they consume information. you know intimately who your audience is, and that’s your best tool to begin your search.
Once you’ve located your ideal influencer, how the heck do you get them interested in you? That’ll be a topic for the next newsletter.
How you can Become a Micro-Influencer: Our specialty
Being famous isn’t a prerequisite for becoming a micro-influencer. But you still have start from the ground up to become one. Here’s 6 quick tips to save yourself valuable time and target the right audiences so you have an edge over the competition.
- Do Your Homework
Start with researching your own business – look into your strengths and weaknesses as a business before you start creating content or investing in a paid-for campaign. Study the popular and cultural trends in industries across all social media platforms to gauge where you eliminate your anonymity by standing out from the crowd.
- Own Your Branding
Be who you are as business – concentrate on your true passions and mission, NOT what you think will get the most eyeballs. Your audiences will value a genuine source far more than a “poser” who is just trying to get quick and easy attention.
- Give Them Your Time
Sure, you want more followers, but they too need to be of the caliber you need. Your attention needs to be on nurturing relationships, not numbers– be relatable, interact with followers though well thought out comments and content that addresses them specifically.
- Try Different Content
Sometimes comments alone just aren’t enough to convey that passion you speak of. Well, guess what? People love video – Wyzowl reports that “views of branded video content 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video Tweet is 6x more likely to be retweeted than a photo Tweet.” Need I say more?
- Tell Compelling Tales
Don’t ever lead with, “Buy this product/service.” That’s an ad, no matter how you present it. Tell a story about that subject in a simple way that human beings will relate to. Infuse that story with real emotion, and you’ll create real connections.
- Make Yourself Useful
To most valuable commodity you have is information. You’re the industry expert and thought leader here. And that’s why your audience is coming to you. Give out tips and advice on the topic you see being talked about. Or, start the conversation yourself – explain why the information your imparting is valuable. People appreciate personal attention and want know they’re valued – hosting a live session is an excellent way to give your followers those satisfactions.
At JOTO PR Disruptors, we hate PR – The smoke and mirrors. The promises of “we’re working on it” or the shortsighted goal of one big media hit. We say the hell with that – we’re going Anti-PR™ – delivering measurable ROI – and getting maximum bang for your social media marketing bucks. That’s how you achieve your business objectives.
Now that you’ve read what you’re looking for in influence, continue on to learn why Every. Detail. Counts. Because sometimes just one wrong letter in one word means a good intention paves the road to PR disaster hell.
*Anti-PR™ definition: Anti-PR is really the difference between the existing apathy of the industry publicizing fluffy, no-result PR vs. our intolerance of mediocrity and our demand, skill and mastery in obtaining results. JoTo PR breaks the entire mold: We use the science of Crisis Management to manage our client’s messaging in order to disrupt. It’s like strapping turbojets onto “everyday PR” yielding unprecedented results.