Should You Engage Everyday People or Influencer for Your Social Media?

I’m pretty sure we have all come across seeing a famous influencer or celebrity endorsing for a brand to promote a product or services on social media. But, my question to you is, from a scale of 1 to 10, how convinced are you that the product/service really works and create customer value for you?

In today’s blog, let me give you my summarised opinion between these two options.

Who are they?

Everyday people can be defined as normal people who use social media to express their real thoughts and feelings freely without restricting the way content is portrayed.

Based on Hodis and colleagues (2015), they can be recognised as devotees based on their pattern of high levels of creation and high consumption of content.

On the other hand, for an influencer, they generally have a larger followers base and are known to be a market maven because of their interest and knowledge about a particular brand’s product or services. Brands would generally “pay” them to feature the brand on their social media platforms.

They can be recognised as attention seekers where they generally have high levels of creation but low consumption of content.

So let’s analyse which one should you use for your social media marketing.


High Followers ≠ High Engagement

In this 20 minutes video, Xiaxue and Deekosh can be seen using Social Blade, a platform which tracks statistics on social media platform – such as the growth of followers. If followers can be bought, do you think their engagement would be genuine? I will leave you to think about it.

In my opinion, brands should have a strategic analyse and plan when they engage an influencer to feature their products and services. This means identifying the right audience you want to deliver the message based on influencer’s following. It also includes understanding what they can do for you – whether it’s doing a blog post, video, Instagram story etc.

What’s my take on Influencers?

Engaging influencers is favourable to have them being your “celebrity endorsers” to gain brand awareness so that many people will know about your brand. However, they might not necessarily bring in the highest ROI for your social media campaigns.

I would recommend the brand to tap on the business model on the webAffiliate model. Engage these influencers and using revenue sharing encourages the influencer to promote and talk about the brand by creating unique content to trigger relational and emotional value. It could be based on a video tutorial of how the product or services has impacted by featuring unique selling points.

Example: During a video tutorial, create a unique discount code to track their contribution of sales and rewarding on a commission basis, e.g.: 10% of total sales.

The demand for Authentic Consumer Reviews

Based on Nielsen (Nielsenwire, 2009b) reading given for class, there is an increasing segment of consumers (18%) who rely on social media as their core navigation and information discovery tool.

12% of the consumers will use social media to search for product information. What does this mean? Consumers are continually looking for information and feedbacks of how the brand’s product or service can do for them, such as the benefits.

What’s my take on everyday people?

Inviting everyday people generally portrays a more authentic image concerning reviewing products. However, the quality of their engagement impact must be taken into consideration.

I would recommend the brand to tap on the business model on the webCommunity model. Engage these everyday people using a community model such as social networking sites on Facebook, it allows them to build brand loyalty because it’s a platform where they can express the interest and how they feel about the brand.

Using community model enables the consumers to identify the experiential/hedonic value it gets out of it to convince them that the product or services work.


A summary of my thoughts, both everyday people and influencers play a part for social media marketing as they are valuable to generate content which will attract entertainment chasers and connection seekers. Both play a role in contributing to a holistic customer value experience which will help the brand or business to grow.

Do you agree that both are equally important? Or do you have a stronger opinion for one over another? Share with me over at the comment box below.

Signing off,
Vivian.K

3 Reasons Why a Brand Can’t Escape From Social Media

Did you know that 83% of the Singaporeans use social media, and Facebook is the top social media platform in the world?

It is inevitable that businesses will not utilise social media to reach their target audience to potentially convert them from a lead to become a user of the brand’s product or services.

Social media is an essential component of your digital marketing strategy and here is why I said so.

1. Get them to “do”

Based on the See-Think-Do-Care business framework, social media allow users to be exposed to the “see” stage for brand awareness through the content that is shared over at social media such as Facebook, Instagram and Twitter.

Interesting and engaging content such as images, videos, articles etc. are often shared from one individual to another. By creating more exposure for the business/brand through social media, it increases the brand awareness.

Ultimately, the end goal is to drive the target market to become your customer and for them to “care” about the business/brand through social media.

2. Reach your audience based on insights

Social media platform like Facebook allows the business/brand to gain audience insight to help target the audience you want based on location, age and gender, education level, relationship status, life events, and many thousands of unique interests and behaviours.

It allows the business/brand to actually create content and digital ads, such as Facebook advertising to arouse their interest and be engaged with the ad.

To engage users through social media is one of the methods to integrate into an effective digital marketing strategy.

3. Building a long term relationship

Social media is the platform for consumers to interact and express their opinions about the brand. A good example is Glossier, which they illustrate how they connect with customers using social media to build a community using social media type such as such as Instagram and Facebook to build a community based on real people, not just influencers.

When a business/brand is able to relate, listen and engage their followers through a community, it portrays an image that they know what the customers’ needs and wants are, and that is what marketing is all about!

P.S: I highly recommend you to check out how Glossier uses social media to build a cult following!

In conclusion, social media is a fantastic tool when great content is created to share with the users to engage them with the brand.

Do you agree with what I have said? Feel free to share your opinions with me by leaving a comment. Sharing is caring 🤘

Signing off,
Vivian.K

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