THE MODEL OF INFLUENCE

THE MODEL OF INFLUENCE
WRITTEN BY SARAH HAYNES
“Influencer” is one of the biggest buzzwords around at the moment. Known as ‘Social Media Influencer Marketing’, this new phenomenon is fast becoming one of the most effective ways to attract new customers. By opening up this new channel, it creates an opportunity for brands to connect with consumers directly, amplify their message and increase the buzz and brand awareness.

How is this magic done?
Simply through using those who are in the public eye for promotion. Celebrities, sports stars, business leaders – all of these will have thousands, and sometimes millions, can have a hugely influential effect upon which products fly off the shelves (both literal and metaphorical). Just look at the new wife of Prince Harry – barely has Meghan had a dress on then it’s sold out and the copies follow swiftly afterwards. Purely because she’s been seen wearing it. Examples like this are at the extreme end of what Influencer marketing can achieve, but it does demonstrate just how effective it is. And effective marketing is the pivot on which all businesses spin. Most brands have tried and tested methods of marketing their products and services and, understandably, they haven’t been keen to deviate from a successful model. But Influencer marketing has an enormous hold over advertising and consumers have been responding to this.
However, Influencer marketing may be trending right now, but it’s far from a new concept. Brands have been using celebrities, athletes and leaders for years to promote their products and services. It was only a few years ago that brands started to properly recognise and accept the rise of social media and the subsequent birth of a new generation of Influencers. These Influencers have the power to overshadow celebrities due to their increasing online fame and their credibility.
Meanwhile, technology is opening yet more doors for digital communication, plus creating a new way to connect with consumers. The rise of social media has meant all but abandonment of traditional methods. Radio, print and TV have had their time in the spotlight, but the digital world offers new opportunities. Brands are now able to reach an audience in real time and create campaigns that work not just across social media, but also e-commerce and through paid, online advertising.

What’s in it for us?
There are plenty of benefits for the consumer. To start with, social media makes it easier to connect with other users/purchasers, allowing better buying decisions by learning through their experiences. Tripadvisor is an excellent example of this. Starting out as mainly just a way to check out destinations, it has now expanded to include shops, restaurants, car garages – you name it, you can probably complain about, or sing its praises, on Tripadvisor.
The perceived authenticity of these social media Influencers is also an attractive concept. Third party reviews are often a more persuasive tool than traditional advertising. These are real people, who have bought the product, giving their real opinions – good and bad – and thus inspiring trust.

And the professionals?
Though sometimes they feel like they’re still on shaky ground, businesses see the benefits of Influencers because they have the ability to drive and maintain a steady stream of consumer traffic and boost its social media presence. It can also often be a much cheaper way of marketing – win win!
That said, they do have to know their market, recognise their customer base and choose the right Influencer for them; someone who is going to give credence to the individual products.

Which is the most powerful Influencer platform?
So far blogs have been the most effective platform for Influencer marketing, followed by Facebook, Twitter, YouTube and Instagram.
More and more brands are starting to realise that Influencer marketing is becoming one of the most important online marketing channels. If done right, Influencer marketing has the potential to be one of the most cost-effective and fastest-growing channels for generating leads, brand awareness and ultimately revenue.