November 18, 2019
Is It Time For A Social Influencer Revolution?
Post by Nenad Petrovic – Managing Director at NERO WHYTE
There is no denying that the way you market your business is constantly changing. The most constant change is change itself.
Over the past few years, there has been an increase in the appeal in social media influencers who offer a post, story or write-up in exchange for freebies or against payment. It has become the new ‘word of mouth,’ but have many social media influencers started to abuse this incredible advantage?
Have their posts and content truly influenced someone to spend money or enticed people to use a service?
Has there truly been a return of investment?
This is not to say that including an influencer in your marketing strategy will be ineffective – but how do you differentiate authentic from fake? (In addition, could there be a new breath of influencer in our midst?)
Here are 5 very simple ways to check if an influencer is right for you:
Quantity does not always mean quality.
When choosing the right influencers to promote your product/service do not get carried away by the number of followers one might have – some of the most effective influencer profiles have surprisingly modest follower counts but when looking deeper into their insights, their effective performance is clear.
Do the number of followers, match the post engagement?
Just because an influencer has a lot of followers, it does not necessarily mean that they host a platform for active engagement. Did you know that most influencers purchase their followers? Most of the followers could be inactive ‘bots.’
It is worthwhile looking into, if the ratio of engagement matches the freebie you decide to distribute.
Do your influencers advertise your business?
Check the feed posts and stories, do they focus on what your business offers and excite their followers to visit/purchase?
Viewing comments on posts will show you if their followers are actually interested in content that relates to your business. For example, if you are a restaurant or bar and all the comments are focused on the makeup, clothes or a striking pose, is this influencer suited to you?
Influencers should have a clear direction for their followers.
If their page doesn’t indicate a clear ‘fan base’, you are at risk of missing out on the audience you want to reach.
Choosing influencers who specialise and create content in relation to your business is key to a successful collaboration.
For example, a fashion influencer asking for free drinks and food at a restaurant or bar will attract more fashion-focused eyes and the free outfit they receive to wear to your bar and may just leave you lost in the background.
So, the search for the perfect social media influencer begins, but don’t move along just yet. Now that you know what to look for in your quest of social media dominance, we’ve got another idea
(Warning: This may cause a revolution!)
All this being said, could it be, that you are the one you’ve been looking for?
Let’s take this a step further and ask you whether in fact, could your best influencer be yourself?
Now that you have a little more insight, ask yourself …
Is there anything these influencers can do for you that you cannot do yourself, or potentially a lot better?
The budget you distribute issuing free items or paying influencers could be used to target the right audience. If your content is right and looks great, you’ve got the potential to maximise your social platforms and reach your desired audience.
This is where we can help – It may seem like a daunting experience, but this is what we specialise in and we can get your business to the point where you will be your own successful social media influencer.
The way we market will change again soon, the question is, will you be ahead of the game? Forget yesterday’s trend and start tomorrow’s today, the time is now. And who better than NERO WHYTE to help you along the way?