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Just how influential are influencers?

Thabiso Makekele looks at what they could be doing for your organisation

The average TikTok user spends 93 minutes glued to their screen each day, consuming a whirlwind of perfectly curated lives, dance challenges, and product endorsements. That’s more than 46 hours a month – nearly two days solid!

     And with platforms like Instagram, YouTube, and Snapchat boasting similar engagement times, it’s safe to say social media influencers have woven themselves into the fabric of our attention spans. But before you roll your eyes and dismiss them as narcissistic teenagers hawking the latest fad, consider this: a study by public relations consultancy Edelman found that 63% of consumers trust influencers more than traditional celebrities. The carefully constructed personas we scroll past daily hold more sway over our buying decisions, opinions, and even self-image than the carefully cultivated images of Hollywood A-listers.

     So just how influential are influencers? The answer, like most things in life, isn’t a simple black and white one. Their influence is nuanced, multifaceted, and constantly evolving, much like the social media landscape itself. But one thing is undeniable: they’ve tapped into a powerful wellspring of human connection and trust, forging communities around shared interests, values, and aspirations.

Powerful conduits

Imagine a world where your trusted neighbourhood baker becomes a culinary superstar, his sourdough skills captivating millions on Instagram. Suddenly his insights on gluten-free baking or the perfect croissant technique hold weight, his recommendations trusted more than a much-loved cookbook on your kitchen shelf. That’s the power of influencer marketing at its core – leveraging authenticity, relatability, and community to build trust and, ultimately, influence behaviour.

     While social media has become a breeding ground for celebrities, the term “influencer” refers specifically to individuals who have cultivated engaged online communities around their expertise, interests, or values. They leverage their credibility and reach to promote products, services, or even social causes to their audience.

     While influencers have become synonymous with brand promotion, their work differs from traditional public relations and that of brand ambassadors: where public relations often aims for short-term buzz, influencer marketing fosters long-term relationships and credibility, building organic engagement by establishing genuine connections with an audience. Typically brand ambassadors have a formal agreement to represent a brand; influencers may have more fluid partnerships, promoting products in their lifestyle content. Celebrity endorsements, which leverage the star power of well-known figures, might not always resonate with the authenticity sought in influencer marketing.

     Influencers have emerged as powerful conduits for promoting goods and services online. They offer a personalised touch, connecting brands with their audiences in a way that feels genuine and relatable.

     Incorporating influencers into your media strategy can amplify your brand’s message, reaching diverse audiences through a trusted voice. They serve as a bridge between traditional advertising and the personal touch of word-of-mouth marketing, allowing brands to tap into niche markets and foster community engagement.

     Employing influencers is particularly effective when targeting younger demographics or specific interest groups, provided the influencer’s values and the brand’s identity are aligned. The dissonance any misalignment will produce can diminish the campaign’s impact.

     Influencers excel in driving engagement through their relatable content and interactive platforms. Unlike traditional marketing, which often relies on passive consumption, influencer marketing encourages active participation, fostering a sense of community and loyalty among followers that allows them to connect with their audience on a deeper level through meaningful conversation, encouraging user-generated content, which drives greater engagement rates.

The rise of Cupcake Jemma

Remember the “Nailed It!” meme that took the internet by storm? It started with an unassuming contestant on the Great British Bake Off, Jemma Melvin, affectionately known as Cupcake Jemma. Jemma wasn’t a professional baker; she was a primary school teacher with a passion for whipping up whimsical cupcakes in her kitchen. What she lacked in formal training she made up for in sheer enthusiasm and infectiously positive energy. Her quirky bakes, often featuring wonky towers and technicolour buttercream, resonated with audiences who saw themselves reflected in her “good enough” approach. Jemma’s influence wasn’t about achieving baking perfection; it was about celebrating the joy of the process, embracing imperfections, and having fun in the kitchen. This resonated deeply, particularly with novice bakers, who might have felt intimidated by the glossy perfection often portrayed in traditional baking shows.

     Jemma’s YouTube following exploded to more than 2.4-million subscribers, and her “Nailed It!” moment became a global phenomenon. She leveraged her newfound fame to launch online baking school The Jemma Method, offering accessible, light-hearted tutorials for home bakers. Her influence extended beyond baking: she inspired a self-acceptance movement and the embrace of imperfection,  proving that success doesn’t have to be picture-perfect.

The girl who started a climate movement

In 2018 15-year-old Greta Thunberg began skipping school on Fridays to protest outside the Swedish parliament, demanding action on climate change. Armed with a hand-painted sign and unwavering determination, her solo protest resonated with people around the world. Her message was simple, yet powerful: “Listen to the science. Act now.”

     Her influence wasn’t built on celebrity or flashy marketing campaigns. It emanated from her raw authenticity, her unwavering conviction, and her ability to articulate a global concern clearly and concisely. Her lone protest sparked the Fridays for Future movement, bringing together millions of students and adults demanding climate action. She became a symbol of hope and courage, epitomising the power of individual action. Her story inspired countless others to speak up for what they believe in, proving that age and perceived insignificance are not barriers to creating positive change.

From beauty guru to makeup mogul

In 2007 YouTube was still in its nascent stages. A young Vietnamese-American woman named Michelle Phan saw an opportunity and started uploading makeup tutorials made in her bedroom. Armed with a webcam and a passion for all things beauty-related, she quickly amassed a loyal following, captivating viewers with her relatable personality, innovative techniques, and infectious enthusiasm.

     Michelle’s influence wasn’t limited to makeup tips. She shattered cultural barriers and challenged the often Eurocentric standards in the beauty industry. Her tutorials celebrated diversity and showcased makeup as a creative tool for self-expression, not simply a means to conform to unrealistic beauty ideals. She leveraged her online success to launch her own makeup brand, EM Cosmetics, which quickly gained a cult following. Her story is testament to  the power of personal branding and online communities, proving that anyone with a passion and a camera can build a global empire.

     These are just a few examples of influencers who have left a mark on the world. Their stories highlight the diverse ways influence can manifest, from baking confidence to sparking global movements. Understanding their narratives gives us a deeper appreciation of the power influencers wield. Like Jemma’s imperfect bakes, influence doesn’t have to be picture-perfect to be impactful.

     What matters is being bold, being authentic, and using your voice to create a positive ripple in the ever-evolving digital ocean.

The hazards

But let’s not oversimplify. Consumers are savvy, discerning individuals who base their purchasing decisions on a complex suite of factors. Price, brand reputation, personal needs, and even the weather can tip the scales. That said, influencers hold a unique position, acting as trusted guides, tastemakers, and friends, whispering recommendations into our ears as we scroll through our feeds.

     Studies show that influencers can shape opinion on social issues, political movements, and even our self-perception. A fitness influencer promoting body positivity can empower thousands to embrace their flaws, while a beauty blogger advocating for sustainable practices can nudge us towards eco-conscious choices. The impact, while subtle, can be profound.

     And with great influence comes great responsibility. The rise of influencer marketing has also given rise to concerns about inauthenticity, unrealistic beauty standards, and the potential for manipulation. The carefully curated online personas we see are just that – personas – and their idealised version of reality can distort our perception.

     If you want to tap into the promise influencers offer, take care when choosing one for your business. Inauthentic endorsements or mismatched partnerships can backfire, damaging a brand’s reputation.

     Bud Light partnered transgender influencer Dylan Mulvaney for a March Madness campaign. After the brewer sent Mulvaney a personalised can with their face on it, critics a called for a boycott of the brand, and Mulvaney was harassed online. The sorry sequence of events highlights the importance of thorough research on potential influencer partners to ensure their values and audience resonate with the brand’s message.

     Microsoft engaged media mogul Oprah Winfrey to promote its Surface tablet … which she did, using an iPad.

The inconsistency raised accusations of inauthenticity, and whether endorsements truly reflect influencers’ opinions. Influencers should genuinely believe in the products they promote, and brands should ensure alignment between the promoted product and the influencer’s typical content.

Source: CNN

The impact

On the flip side, successful influencer campaigns can yield remarkable results for businesses. Take Daniel Wellington: the watch brand embraced influencer marketing early on, focusing on engaged microinfluencers, giving them watches and creative freedom. Its sales surged on the back of the authentic content emanating from its influencers, who generated widespread brand awareness through explosive social media growth. The brand reportedly sold more than a million watches in just three years.

     Influencer marketing comes into its own to:

  • Launch new products – Influencer reviews and tutorials can create anticipation;
  • Reach new audiences – Influencers who resonate with specific demographics or have niche interests can connect you with new customer segments;
  • Build brand loyalty – Your influencers consistently advocate for your brand and its values, fostering trust and loyalty among their audience, strengthening the brand’s connection with consumers; and to
  • Drive engagement – Influencers’ authentic voices and relatable content can spark conversations and encourage user-generated content, providing greater engagement than traditional marketing methods do.

However, it’s important to remember that influencer marketing might not be the most suitable approach in every situation.

     Alternative strategies might be more effective when:

  • Promoting complex B2B products – Particularly where the products require in-depth technical explanations or target a narrow professional audience;
  • Strict message and image control is required – This defeats the reason for using an influencer, who would have no creative freedom.

Beware of these challenges

While influencer marketing offers huge potential, it’s not without its challenges. Be aware of the possibility of:

  • Tone-deaf partnerships: Collaborating with influencers who don’t align with your brand values or whose audience demographics clash with your target market is likely to damage your brand. Due diligence is crucial before partnering any influencer! Imagine the fallout likely for a brand known for its commitment to sustainability partnering an influencer who has publicly promoted environmentally harmful practices.
  • Inauthenticity: Look for influencers who genuinely believe in your brand and products, and who can advocate for them authentically. Your audience will be able to see right through someone who does not believe in your brand. Imagine the loss of trust likely to come of an influencer promoting a beauty product they’ve never used or don’t like.

Mitigating fallout

Even with careful planning, unforeseen issues can arise. Should this happen, mitigate the fallout through:

  • Transparent communication: Be open and honest with the influencer and your audience if challenges arise. Address the situation proactively and communicate any necessary course corrections transparently.
  • Revising the campaign: If the partnership isn’t working as intended, be flexible. Consider revising the campaign strategy or even terminating the partnership to protect your brand image.

Measuring influencer performance

To gauge the effectiveness of your influencer collaboration, track metrics such as engagement rates, conversion rates, and audience growth, which will provide insight into the influencer’s impact on brand visibility and consumer behaviour. These performance indicators are key:

  • Reach: How many unique individuals saw the influencer’s content;
  • Engagement rate: The proportion of audience who who interacted with the influencer’s content through likes, comments, shares, and so on, expressed as a percentage;
  • Click-through rate: The proportion of total audience to click on a link in the influencer’s content;
  • Traffic: The number of visitors directed to the brand’s website via the influencer’s content.
  • Conversions: The number of desired actions taken such as purchases, sign-ups, or downloads.

     These metrics should provide valuable insight into the effectiveness of your influencer partnerships and help you make data-driven decisions for future campaigns.

Harnessing the power of influencers

Influencer marketing is versatile. It can be integrated seamlessly into your media channels via posts, blog articles, video content, and appearances on talk shows or news segments, reaching diverse audiences with messages tailored for specific platforms.

     The influence of social media personalities extends far beyond mere product endorsement; they shape perceptions, drive trends, and create communities.

     To tap into this dynamic landscape, you must understand the nuanced interplay between influencers and their audiences. The key lies in identifying influencers who align with your brand’s values and ethos. Collaborating with them can open doors to new markets, enhance brand credibility, and foster genuine connections with consumers.      

     It’s essential to approach influencer partnerships with authenticity and transparency: consumers value honesty and integrity, and the authenticity of your collaborations can make or break your brand’s reputation. These narratives can transcend the digital realm provided you run your campaign with a strategic, mindful approach.

     Influencers can help you open doors to new markets, enhance your brand credibility, and foster genuine connections with your consumers. By leveraging their reach you can create narratives that resonate with audiences worldwide.

      Ready to tap into the potential of influencer marketing? In the end, it’s about creating value, fostering relationships, and driving meaningful engagement in dimensions that go beyond the digital realm.