SHOULD I USE AN INFLUENCER TO ENHANCE MY PR and MARKETING EFFECTIVENESS?
Whether to use an influencer for promotion has increasingly become a big question for many marketing teams and business owners (even in sleepy little towns like Perth), and for good reason.
As a (very old) case in point, many argue Michael Jordan was THE reason Nike became so dominant in their market.
The facts show that the notion of an influencer being used to “influence” consumer behaviour has been going on almost since the inception of mass brand marketing itself. Yes, the mode of delivering the message has changed, as well as the fact that today’s influencers tend to take responsibility for delivering content on YOUR behalf.
But their capacity to use their celebrity “cache” to lift positive brand association goes way back to the so-called Golden Years of Hollywood (and beyond) with the likes of Humphrey Bogart and Joan Crawford, who both flogged cigarettes. Gary Cooper and Ginger Rogers were the brand faces for two car manufacturers and, perhaps most famously, Elizabeth Taylor – the ultimate vintage glamour queen. I could name hundreds more...
The big difference with modern influencers is probably best defined by two characteristics:
They bring an existing audience for your product messaging with them through their existing social media followings, so you don’t have to spend as much on the paid advertising bit yourself.
They tend to be far more niche regarding their demographic appeal and the specific product category in which they “are famous”. (i.e., often it is not just about being “famous for famous sake”.) An influencer who works in one niche consumer demographic, like young women aged 14-16, may have absolutely zero awareness among their parents or even their older siblings.
Still, the fundamental principles of using an influencer beyond that are eternal and definitely worth considering.
But here are a few “golden rules” when it comes to making the right decision. I am sure others more expert than me can suggest others, but these are the ones that come to mind:
Influencers are far more effective in some product categories than others. The two big ones are probably fashion and sport. They tend not to work so well for services and products where the value proposition might be slightly more complex to explain. This is especially the case because video or photography featuring an influencer using a product works far better on “visual platforms” like Instagram and TikTok.
Influencers can be VERY expensive, and you need to be confident that you will get your return on investment. Suppose you are a smaller business with a limited marketing budget. In that case, hiring an influencer might mean sacrificing another element of your PR and marketing program, so make sure you do the maths first.
Make sure you choose an influencer based on research that shows they are genuinely going to motivate the attitude and behaviour of your target prospect base. I would caution about relying on the views of, say, younger people in your marketing team, the boss’s daughter or your own observations.
Don’t just rely on the number of followers they boast on their various platforms. The total number is not really the key factor here. One influencer might have way fewer followers than others in numbers, but in niche products (like your own), they might be massively more effective.
Go in with your eyes open – especially when setting the terms of a contract. You need to understand the “other” products an influencer might be promoting and be confident they too align with YOUR brand. For example, someone who promotes a fast-food product might not be ideal if you want them to promote weight loss solutions.
Be warned – the testament of some marketers is that some influencers can be extremely difficult to manage. Some are just a pain in the backside – especially if the whole celebrity thing has gone to their head. Some will be unreliable, won’t post when they are supposed to post, be difficult to contact etc. It might be worth getting a few references before you commit.
Last but not least, just remember that influencer marketing can go south in a heartbeat if your brand influencer suddenly does something illegal or immoral. (Is accused of doing something “bad” – we live in an age where tabloid media and social trolls can rip someone’s reputation to shreds in less than a day.) Human beings are fallible and if you link your company and product brand to their personal brand, then when they come crashing down, so might you. The advice here is – don’t put all your marketing eggs in one basket – an influencer might be part of the tools you use, but relying on them 100% is risky.
Good luck out there, and above all else – think before you buy.
For more insights and ramblings on strategic business communications and marketing from JLCA Director John Le Cras, visit the JLCA Journal page.
