What are Influencers?
social media management, paid advertising, public relations
In the digital age, many people have begun relying on influencers to promote their products, services, or websites. A single look at Instagram, YouTube, or an online podcast can show you hundreds of products being advertised by influencers. However, not every popular individual on the internet is an influencer.
An influencer is someone with reach, pull, and credibility. They have the ability to change others’ opinions and influence them towards new ideas. This is a valuable skill, especially in public relations. A well-crafted promotion by a known influencer can increase your reach and add to your online cred if you will. If they associate you with an influencer, they’re more likely to trust you.
Influencers can come in every shape and size, but all of them have strong social media management skills and a reliable reputation. Here are some types of influencers, and how they pull in new customers.
- Journalists. If you work locally, you might know the power of a newspaper ad. Getting featured by a journalist or publication can put your name in the forefront of people’s minds, and online journalism is no different. Journalists are trusted to provide unbiased opinions on products and services and getting a good review can encourage new business.
- Celebrities. The influential power of celebrities is no secret. Many celebrities, even minor ones, have an enormous amount of pull over their fans. If a celebrity talks positively about something, their fans will subconsciously take their word for it. They might be encouraged to check it out themselves, make a purchase or write their own reviews.
- Industry experts. A positive, expert opinion on your site, product, or service is never a bad thing. Industry experts are valued for a reason and gaining their approval can improve your business. Whether you’re being promoted by them personally or just putting their review on your site, industry experts can strengthen your own advertising.
- Micro-influencers. If you’re marketing for a certain product, service, or site, micro-influencers can offer better reach. Quality over quantity is an important maxim, especially here. A hundred interested customers are always more valuable than a thousand uninterested ones. Paid advertising works best when you’re targeting specific groups and finding a micro-influencer in your niche can offer better promotions.
- Bloggers. Content creators are the backbone of many websites. If a blogger mentions you multiple times, their followers are more likely to check out your site. This effect is multiplied when you find a blogger that specializes in your niche, as the content seems more organic. Similar to micro-influencers, bloggers and other content creators can offer a more tactical approach to advertising.
While the nature of influencers and paid advertising has changed over the past few decades, it’s still the same concept. Advertisers use familiar faces to market their products, and people are swayed by their personal opinion of them.
It’s important to choose your influencers carefully, especially when dealing with internet personalities. When hiring an influencer, look for those with strong credibility and positive reputations. This will increase your company’s reputation and encourage more business.