Dear PR Matters,
I read with much interest your column on influencers and how to improve this type of marketing programs. Influencers as a marketing tool are everywhere.
In your opinion, what are the best types of influencers, and what is the best way we can utilize these for our campaigns?
Sincerely,
Zooey C.
Dear Zooey,
Thank you for your letter for a concern I am sure many share with you. Many practitioners today turn to influencer marketing in order to enhance their brand or increase their sales.
When we think of influencers, celebrities or social-media stars are top of mind, but in an article “Forget the celebs, reach out to hyperlocal influencers instead” in PR News, Sarah Clark gives us another point of view.
“Who do you look to on social media when you want advice about a potential purchase?” Clark asked. She went on to say surely the Kardashians of the world have the ability to influence people’s purchases across the globe; these kinds of celebrities are few and far between.
Instead, “what most consumers, especially millennials, truly crave in their relationships with social-media influencers is something that more closely resembles what they get from friends.
In a study Clark cited, approximately 90 percent of consumers said friends are more effective than celebrities with regard to endorsing products. Likewise, more than 80 percent of consumers are more likely to buy from a brand that eschews celebrities in its ads in favor of real customers.
With that, “the key for marketers is to seek out local influencers who have built their followings organically. They have taken the time to gain influence with their audience through word of mouth and the power of networks.” This results in a “greater level of trust that’s transferred from the brand to the consumer.”
Admittedly, “turning to hyperlocal influencers can be damaging to a brand when it’s done haphazardly. But when approached with caution or care, this strategy can create new opportunities for you to engage your customers and harness the power of word-of-mouth advertising in a controlled setting.”
Here are some things to think about when selecting an influencer for your brand:
Trust is the cornerstone of influencers’ online relationships. When it comes to choosing influencers to partner with, Clark said, “You should consider their relationships with audience members.” For her, “trust is the engine that drives the alliance, so look for influencers who respect and understand the primacy of trust.”
How does one logically go about searching for the right influencer? Clark said it’s key to set goals for the partnership. That goal, she said—whether it’s to introduce your brand, enhance the reach of your content or nurture qualified leads—will have a big impact on the influencer you choose.
Effective influencers don’t sacrifice authenticity. “Without authenticity, influencers have very little to fall back on,” Clark said. “Because of that, the most successful influencers understand they can’t afford to partner with a brand that would satisfy their sense of authenticity—no matter how many zeroes are on the paycheck.”
In short, “not every brand fits with every audience, so to maintain the authenticity they’ve worked so hard for, influencers need to partner with compatible brands.”
After you’ve identified potential influencers to work with, Clark advised to ask them whether they’d like to find out more about your product or do a review before you propose an official transaction.
Unlock the power of social to create a hyperlocal experience. The rise of Facebook Live, Snapchat Stories and Instagram Video has proven social networks and video are a potent combination.
With that, Clark said successful local influencers are keenly aware of the power of this tool, and they’re experts at using it to craft a hyperlocal-behind-the-scenes experience for their followers.
For her, “the most innovative influencers are those who make the local audiences feel like they share experiences with them and inhabit a common sphere of social activity.” Going beyond the online realm, “brands can use their influencers’ social clout to encourage turnout for social events, which then can be broadcast live across social platforms.”
But the key is change in selecting an influencer in this ever-changing world. That is because “influencer marketing is still a new industry, though it’s poised to change dramatically in the coming years, as social-media platforms rise and fall in prominence and introduce new methods for brands and influencers to interact with their audiences.”
If you should find the right influencer, you can’t assume your influencer-marketing strategy will always work. That is why it is best to “continually reevaluate the influencer atmosphere in order to remain relevant and engaged with their customers.”
PR Matters is a roundtable column by members of the local chapter of the UK-based International Public Relations Association, the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for marketing and communications of SM, is the local chairman.
We are devoting a special column each month to answer readers’ questions about public relations. Please send your comments and questions to askipraphil@gmail.com.