August 12, 2022

Influencers are Influencing

By Savannah Milazzo

Influencers began having an impact on society starting in the 18th century. Now, you scroll through almost any social media platform and come across an influencer. But what does that mean?

According to Digital Marketing, “92% percent of consumers trust word-of-mouth recommendations above all other forms of advertising.” Social media companies are slowly learning that what individuals have to say matters, and they have to start listening. What’s exciting about this change in influencer marketing is that everyday people who have established niche communities can become influencers (Forbes). So, what can companies do to gain these types of people? Here are five helpful tips on finding and utilizing influencers effectively:

  1. Set your goals: You can’t start looking for the right people until you know your North Star. Once you have goals set in place, your search for influencers can begin.
  2. Define your target audience: Out of the millions of people on social media, you could run ads for months and never find the sweet spot. Finding the correct audience will help you “have a clearer idea of how to strategize your campaign” (Grin). 
  3. Learn about the different levels of influencers: The phrase “Go big or go home” doesn’t necessarily apply here. As influencers develop, companies do as well. You need to understand what you want out of your campaign and find the specific kinds of people you need to reach. (Linkfluence). 
  4. Time it right: Influencers can rise slowly or all at once. Be conscious of who you pick to represent your brand because, before you know it, you could have the most popular influencer repping your product (Forbes). 
  5. Focus on connections: According to Forbes, truth and authenticity serve influencers well. Because they create personal connections with your audience members, you need to find influencers who can “bridge [the] gap” between you and your audience. 

As social media grows and people become more interconnected, companies have to alter how they interact with their audiences. Flyers, emails, and posters don’t have the same impact they did 10 years ago. Now, it’s about meeting customers where they are and creating connections with them through social media influencers. Whether they’re nano- or mega-influencers, they’re here and ready to represent your brand. Are you prepared to find your influencer?

Photo References

forbes.com/sites/kimberlywhitler/2019/06/15/6-types-of-influencers-and-how-to-identify-a-true-influencer/?sh=1885672f4b93

thetilt.com/audience/influencer-tiers-brand-deals

11 thoughts on “Influencers are Influencing

  1. Savannah, Interesting story. I know I prefer recomendations that come from a trusted source. I was born in what is being called generation Jones, post the Baby Boomer Generation (Pre-Gen.X). It was labeled that because we all wanted to keep up with the Jone’s. Now we want to keep up with the personalities we respect and follow on socail.

  2. I really appreciate your breakdown of how to find and utilize influencers effectively. I think one of the most important points that you made is about the timing of influencers. Influencers can be hard to work with because their following can fluctuate depending on their reputation at the time. “Cancel Culture” is also very big right now, so if an influencer is canceled it can really affect a brand and its image as well.

  3. I really like how this blog post is displayed. While all of the information you said makes sense, in my everyday life I do not think about this topic super deeply. While audiences have always trusted, and followed, certain people in particular, it is crazy to think about how prevalent influencers are in our lives now.

  4. Hello! Reading this post was incredibly informative. Moving forward, I would hope that these steps that you have provided become a more valued practice for brands for reaching their goals through social media. I think that time and time again we have seen somewhat disjointed partnerships between a small company and a massive influencer and vice versa. It will be interesting to see what direction influencing takes in the advertising world and I hope that it doesn’t somehow spiral out of control.

  5. Hi Savannah!
    Such a great post, this was super relevant to class considering our midterm is about finding influencers. I think having the right influencer is a huge make or break deal for a brand/company. The five tips you provided are very simple but I think could make a huge difference in making the right moves for your brand. I like how you mentioned that flyers and posters are just not working these days, influencers are the way to go. The social media world is ever-changing so brands need to be ready to find influencers and stay up to date with the trends.

  6. Hi Savannah,
    I appreciate the digestibility of your content & it left me wanting to read more! I am one who values authenticity, especially given the common experience of body dysmorphia that can ensue when scrolling through timelines. I was wondering if there was anything that reported influencers known for major airburshing & photoshop to negatively impact a brand or if that is just expected with big names. On the flip side, if an influencer remains natural, if that seems to have a bigger impact than normal when it comes to influencers. Interesting post here & thank you for informing!

  7. Hello Savannah, this article is great. Oftentimes, the company and the influencer need to have the same goals that align. It’s true that you don’t always need the most popular influencers. Micro influencers can make a difference in terms of having a product that needs to sell. Finding the target audience is obvious, that’s why I loved how you went into detail about how much more there is to that. In addition, something that is not talked about much is timing. Taking a chance on an influencer can do great things for your company. All in all, there are little factors to consider with influencers that makes everything run smoothly. -Leah Friedman

  8. Savannah- I really enjoyed the topic you choose on how to find an influencer for your brand. Normally when the topic of influencers is brought up, it’s about how to become an influencer rather than find one. Very interesting yet intellectual tips from trusted sources! Especially since the pandemic I think this is important for brands to find influencers that relate to their brand rather than just buy them for their clout and followings because part of finding your target audience is finding your target influencers!

  9. Savannah, Interesting story. I know I prefer recomendations that come from a trusted source. I was born in what is being called generation Jones, post the Baby Boomer Generation (Pre-Gen.X). It was labeled that because we all wanted to keep up with the Jone’s. Now we want to keep up with the personalities we respect and follow on social.

  10. Savannah, I posted but I gues I wasn’t loged in: Interesting story. I know I prefer recomendations that come from a trusted source. I was born in what is being called generation Jones, post the Baby Boomer Generation (Pre-Gen.X). It was labeled that because we all wanted to keep up with the Jone’s. Now we want to keep up with the personalities we respect and follow on socail.

  11. Savannah, My dad use to say, “The third time is a charm”! I posted but I gues I wasn’t loged in: Interesting story. I know I prefer recomendations that come from a trusted source. I was born in what is being called generation Jones, post the Baby Boomer Generation (Pre-Gen.X). It was labeled that because we all wanted to keep up with the Jone’s. Now we want to keep up with the personalities we respect and follow on socail.

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