I have to admit, I was one of those people who thought Influencer Marketing was about paying people with lots of social media followers to say nice things about your brand. Primitive, I know. But I've seen so many poorly made brand endorsements it left a bad taste in my mouth.
Then I met Onalytica - a company that changed my perception completely. They invited me to an event and helped me to understand that Influencers are just about people with lots of social media followers. Influencers can be your employees.
I already knew the power of employee ambassadors on social media but the approach described by Onalytica helped me have more faith in the process. Rather than managing Influencer Marketing as a marketing transaction, facilitate Influencer Marketing as an employee interaction.
If you discover your external influencers and map them to your internal influencers, you have a great chance to build true relationships founded not on a purchase order, but around expertise.
I love this approach. It's authentic, budget friendly and effective in reaching audiences in a credible way.
I'm an Influencer Marketing convert. Are you?
Social media influencers allow you to advertise authentically. Internet users are growing increasingly frustrated with online ads, which is reflected in the rising popularity of ad blockers. Social media influencers with both a dedicated audience and the knowledge of how to speak to them can help you overcome that trend. Influencers' content is highly personalized even when they're advertising, so the sponsored posts don't appear too salesy or put audiences off. Social media influencers can achieve high organic reach. We all heard of Facebook's major algorithm change and how it's going to decrease brands' organic reach in favor of meaningful person-to-person interactions. Those working with social media influencers don't have to worry too much about the algorithm tweak, though. Since influencer content generates high engagement, it can help brands surface in the News Feed organically.