Easily Influenced

It seems as though these days, everything is online. From virtual offices to shopping apps, there is a space on the net for it all. Social-media advancements have allowed businesses to soar in recent years, and there is no solely effective way to market than on platforms such as Instagram, Facebook and Twitter. But simply having a social-media platform is not always enough for brands to optimally promote their products. It is because of this that many companies have decided to start collaborating with “influencers”. Brands seek out specific social-media profiles that are well-known amongst their target consumers in an attempt to better market their product, understand their audience, and achieve a further reach.

Although often perceived as an easy, hassle-free way to make a living, the influencer industry can be brutal. Criticism, hate and disapproval are spewed out just as much as praise – the job requires a seriously thick skin. Plus there are several other elements of this lifestyle that make many of us cringe and silently give thanks for our regular nine-to-five. We take a closer look at the world of influencing.

What Is an Influencer?

An influencer is someone who has the power to affect the decisions of others (influence) thanks to his/her knowledge, authority or relationship with their audience. Although there appears to be a lack of consensus when it comes to defining an influencer, they have frequently been described as third parties or the middleman between merchants and consumers. Influencer content is often framed as testimonial advertising, where influencers play the role of a would-be buyer themselves and then promote a product in a more organic style.

What is important to note here is that each influencer has a specific style and tone in which they convey their messages and subsequently market brands or products. For example, travel bloggers specialise in the marketing of various international accommodations and restaurants, and for this reason travel companies seek them out specifically. Beauty and fashion bloggers, on the other hand, are targeted by cosmetic and retail companies to market their products because they have accumulated followers for their knowledge of and passion for the industry.

From there, the influencer will promote the business or product, usually on various socialmedia platforms and blog posts. Another form of influencing which has been increasingly popular in recent years is “vlogging”, or video blogging. Influencers create their own channels on Youtube and usually promote new videos heavily on social media.

Different Types of Influencers

While the term is used somewhat loosely, there are various types of influencers in the digital world, each working in a different way to market different products. There are a number of ways in which influencers can be categorised, based on their market, number of followers and expertise. Firstly, influencers can be ranked according to their number of followers. Micro-influencers typically have between 5,000 and 25,000 followers and a 4% content engagement rate. Small influencers have between 25,000 and 100,000 followers and a 2.4% engagement rate. Big influencers are those that have between 250,000 and one million followers and a 1.8% engagement rate. Macro-influencers have between one and seven million followers and a 1.6% engagement rate. Finally, a celebrity is an influencer with more than seven million followers and an engagement rate of 1.6%. Aside from this numerical way of grouping influencers, the majority of them fit onto one of the following categories: global celebrities, industry experts, bloggers, and content creators and micro-influencers.

Going into even more detail, within all of these categories are sub-categories of influencers, based on which market they appeal to. Some of the most popular categories at the moment that influencers fall into are fashion, beauty, travel, mental health, fitness and food. The influencers within each of these fields are usually highly knowledgeable on their subject and well-connected in the industry. Although

when marketers and companies seek out influencers, they often prioritise those with as many followers as possible, a large reach is not the only parameter that affects the effectiveness of the marketing campaign. High engagement levels are just as important and for this reason it is important that brands look at what the influencer can offer on larger scale.

One of the downsides in the world of influencers is that when it comes down to it, the entire influencer ecosystem is predominantly based on one single factor: follower count. This often becomes a vanity metric wherein influencers (and their followers) base success rate on follower numbers instead of what the influencer is doing as a whole, or their trustworthiness as a product or service advisor. In other words, popularity is king.

The Good, the Bad and the Ugly

For all the good they do for companies and brands, there is certainly a downside to the influencer game. Those in this line of work have been criticised for being sellouts, superficial, and unethical in that they are willing to promote anything for a high enough reward, usually in the form of financial compensation or free products.

Another hot topic of discussion when it comes to influencers is in fact the moral implications of being paid to promote products they do not necessarily believe in or endorse, or simply products that don’t work. One example of this which comes up time and again are weight-loss or “slimming” products marketed by influencers.

Many influencers, as well as the brands they promote, have been called out for marketing products that promise rapid weight-loss without the incorporation of a balanced diet and exercise. These products, usually in the form of teas or tablets taken daily, typically have very little solid, conclusive evidence to back up their claims. However, the psychology behind influencer marketing is surprisingly complex, and for this reason consumers often overlook the lack of scientific evidence. Simply put, influencers have one main purpose: To show viewers that they either use said product or stand for this particular brand, thus influencing their audience to do the same.

What You Don’t See

Undoubtedly glamourous to outsiders, the world of influencing is often vicious. Because of all the criticism thrown their way, even the most successful of influencers struggle. They have insecurities, struggle with confidence and often dream of more. There is a whole lot of truth in the notion that as soon as you open yourself up, particularly online, you are open to criticism too. The constant pressure to keep up appearances and keep audiences happy certainly takes its toll and with this often comes the inevitable “trolling”. If you are unfamiliar with the term, “troll” is online slang referring to a user who starts arguments, launches personal attacks and upsets people online by posting inflammatory and often extremely malicious comments. Obviously, the larger the following, the more susceptible influencers are to internet trolls. The bottom line is, for all the perceived glamour that comes with the job, they take a lot of flak and are just as human as we are.

Social-media influencers are people who have garnered a massive and devoted following on social media. Their strong online presence and expert knowledge allows them to influence their audience, be it in the form of promoting products, spreading an important message or dispensing certain information. Influencers share a bond with their communities and have the potential to effect serious positive change. However, as with most things, the influencer industry has its downsides. Many view this choice of profession as an easy, mutually-beneficial relationship in which little hard work is required. On the other side, many applaud influencers for their ability to effect change. Regardless of how you look at it, the influencer game is big – and only getting bigger.