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 web – Affiliate 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 web – Community 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.