Maximizing the Power of Social Media Influencers
We live in a world that is more connected than ever. While some may attribute this interconnection to the weaving of the multitude of networks called the “internet,” others relate to the idea with their regular use of the social media.
In business, this is a telltale sign of a lucrative environment to make good business with. Where people of the same feathers flock, expect that there is money to be made in that crowd.
A Visible Trend
At least, for the 2.6 billion people who make use of this technology as part of their day-to-day lives, the idea is all so true. Given our current total population which counts at 7.6 billion, it only means that there is still a lot of space on the internet for other people to join in on the fun.
As of the years 2015 to 2017, there had been some significant rise among social media and mobile social users at 10% and 17%, respectively. This may seem like a small number from the outset, but based on people numbering in few billions, the real number is actually big particularly for a 2-year span of growth.
So, the prospect of the number of social media and mobile social users is identified, but how about their usage and habit?
As it turns out, these data too are not that obscure following a certain benchmark. The result was rather surprising, to say the least: an average social media or mobile social user has at least 5 unique accounts under his name and could spend an at close to 2 hours on the platform per day.
This finding is, in fact, still reflective of people’s healthy social media habit as opposed to those who are too addicted to it.
So, what does this spell for business?
A lot, in a good way.
A Positive Influence Towards Business
In the same way that many consumers are making a great presence in the social media sphere, many brands have also adapted to the idea of letting their brands be seen in this great multitude.
It is inevitable therefore not to see the social media as more than just a mixture of people who wanted to connect and share valuable contents to the world but also as a hub for business to make money with. But this is hardly surprising because, knowing social media, it is business at its very core—it merely only paved the way for commerce to thrive in it.
At the rightmost conditions, the social media is a pivotal facilitator for driving a strong brand exposure to a mass of followers in the hopes of attracting them and enable engagement. But while building a strong brand impression may always be the initial step in tapping on social media’s role in improving business, the real benefit lies from its positive affect towards sales generation and the foundation of the loyal consumer base.
Yes, using the social media for advertisement similar to other means. However, what trumps this method over other ways is how cost-effective it is. Just imagine shoving a few bucks to get your brand presence across millions of followers when it would cost a fortune to do it in another way, often also restricted by a stiff duration.
Everyone as a Social Media Influencer
Back in the days when it is the most popular who often take the spotlight at endorsing products, the cost of advertising a product through such persons is relatively expensive. At least, that is the case if you are looking at a celebrity whose name is a household staple as a bottle of perfume.
However, this all seemed to have changed when social media began and everyone can be turned instant endorser—or celebrity, depending on how you want to call it—so long as they meet the right conditions. Commonly, a large following from across multiple platforms.
Technically, the very label “social media influencer” also speaks for itself as an internet jargon. Literally, it could be anyone who is deemed influential enough to be auspicious towards a certain brand or product. As such, it can anyone like you and me.
Non-celeb social media influencers work because, like the real celebrities that are adored by many people, there are relatively lesser known individuals who actually have the capacity to affect those within their sphere of influence. For most people, this could start among family member and friends and even extend as far as the peers.
Of course, the real effective social media influencers are those who have a very wide sphere of influence across groups of people and not just those that are personally-linked to the person. As such, when you found the right influencer from a mass of people, expect to reap great benefits from very little tradeoff. Hence, the growing prominence of random people suddenly becoming influencers on their own right.
The Downsides in the use of Social Media Influencers
While there may be a great bounty in investing so little from a random influencer, the result, however, is not always certain, even to the one whose profile puts shame to real celebs.
Here are a few indicators why a particular influencer may not be cut out for the role, with business in mind:
- Numbers that do not reflect quality
The influencer in the topic may have some followers numbering in millions but if his ability to convert sales or build further additions to the loyal consumer base is far lower than expected, then that is wasted potential. The number of followers means nothing if the person does not have the right charm to make them do something for the benefit of the product being endorsed. The person may only be good at networking with many people but are less capable of affecting them in any way.
- Money-driven, not passionate about the brand
Money is such a powerful tool, it can literally make people work for something they are not even passionate about in the first place. It is hardly surprising for some influencers therefore to gather as many products to endorse even with the idea of entertaining conflicting brands.
- Not fit for the actual product
This is perhaps the most telling sign that a chosen influencer may not be cut out for the product he or she was given to endorse: not fitting enough for it. It goes juxtaposed to the idea about the influencer being passionate—or at least, renowned—about the thing he or she endorses. For example, do not expect to generate positive response trying to sell a whitening cream product using an influencer who was not even dark-skinned.
In conclusion, Social Media and Influencers are of great value to any business. Businesses, however, should choose the right influencers to endorse their product. One that doesn’t have only large followers on his social media platforms but equally important is that he delivers relevant content and trusted by his readers.
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