Bloggers, YouTubers, Instagrammers or Snapchatters – we know or find the right influencers for you, cooperate to develop strategies for relevant content and use these so-called influencer relations to strengthen your company.
The emergence of bloggers has highlighted one of the crucial elements on our way to an interactive and collaborative Web 2.0. Influencers fall somewhere between diarists, journalists and advertisers (and are sometimes all of those at once). Nowadays, they exert enormous influence on every phase of the customer journey. At times, they even act as sellers (affiliate marketing). Influencer relations are playing an increasingly important role in modern marketing. Influencers cover just about every subject matter. Companies ignore this phenomenon at their peril.
Basically, a blog is text content posted on the internet. It is publicly accessible, free of charge and usually structured chronologically. Blog posts are often written in a style reminiscent of short diary entries. This gives them a personal, individual touch that accounts for the appeal of a blog. The term derives from a contraction of the words world wide web and log. That turned into weblog, and eventually into blog. Blogs first began to be posted in the mid-90s and have steadily increased in significance since. By now, different forms of blogging have emerged. In addition to personal blogs by private individuals, companies frequently publish corporate blogs. Ten years ago, Twitter introduced yet another variation – microblogging. Instagram offers yet another, audio-visual, form of microblogging.
In theory, at least, all it takes to be an influencer is internet access and the ability to write, respectively to take pictures or record videos. The relevance of a blog is defined in terms of the extent and activities of its readers, who determine the reach of blog posts. A blog can cover any type of subject matter. Ranging from actual diary entries on everyday subjects such as fashion, travel or cooking all the way to more quirky, special-interest subjects – the blogosphere covers everything and anything. Given the enormous variety of subjects, it makes no sense to measure all influencers by the same yardstick. For the same reason, there is little sense in trying to identify a particular ‘influencer phenotype’. That said, a number of studies seem to confirm the following points: Most influencers belong to a younger generation, growing up during a time when blogs first began to gain in popularity – or sometimes even later. Most surveys also indicate that bloggers are slightly more likely to be male rather than female, have enjoyed an above-average formal education and are frequently professionally independent. The most important key term in regards to influencers is authenticity. Influencers are not necessarily journalists and often have no officially endorsed expertise in the subject matters they cover (you do not have to study design to blog about fashion). Their authenticity is what makes them attractive to both readers and companies. In short: an influencer who comes over as sympathetic while posting fairly trivial content is more likely to be successful than one posting sound, expert articles that are dry and boring. Major influencers are lionised by their fans in a way that is reminiscent of movie stars or pop singers. This is particularly notable in social networks, which are essential to the functioning of modern blogs. In a manner of speaking, the blog serves as a container for content. Social media is the vehicle used to distribute this content. For example, a new blog post is often announced in social media, where communication is much more immediate (alerts, regular checking or permanently open accounts/apps) and can therefore generate greater reach.
What advantages can the cooperation with an influencer offer to a company? As a subject matter expert (at least in the perception of readers), the influencer takes a leading position, using the trust that followers put into him or her to influence and shape their opinions and decisions. Added to this is a possible VIP status that can result in further emulation. An influencer’s fans/readership make up a clearly defined target group, minimizing any ‘diffusion losses’ in advertising. Under a cooperation, the company borrows the attention, authenticity and trust the influencer has gained from readers.
Where do we come in? What can we offer you? Could you, as a company, not simply select and contact an influencer? Well, that depends. First of all, given the vast number of bloggers on various channels, it is not easy to find the right one – or the right ones. Here at ad publica, we use various tools for influencer mapping. We have successfully cooperated with a number of influencers, in the food and travel sectors among others. Influencer events, topical workshops and themed trips arranged for influencers help to tell our clients’ stories. Consequently, we know our way around the scene. We can connect you to the influencer, or influencers, who is/are an ideal fit for your brand. Additionally, establishing contact with influencers is more complicated than you might think. Influencers have built their reputation on authenticity. They have to be extremely careful in choosing their cooperation partners. Influencer success erodes swiftly if readers begin to feel that they are presented with nothing but advertising.
We develop and support influencer relations from A to Z – from strategy all the way to a successful campaign or event. We position measures based strictly on the brand to be promoted and identify the right influencers. The right communication strategy and selected influencers allow us to reach millions of people interested in your brand.