Over the past 18 months I have worked with Influencers, Bloggers, Mommy Bloggers and Celebrities. There have been some challenges and some successes and I have learnt a lot about the space of blogging and influencing. I promise not to bore you with words like ‘engagement’ and ‘Authentic’, but these are the 3 things I have learnt:
- They hate the word influencer/blogger
During the panel discussions I have witnessed, the first questions is usually something along the lines of, “When did you first start blogging?”, “What makes you an Influencer?” or “Who do you consider an Influecner” and majority of the time the panel will answer to say they don’t like the term, can’t relate to the term, or find the term outdated. When the word was first used in the mid-1600, it broadly referred to someone or something that had power to alter beliefs of individuals. If we look at modern day, the term ‘influencers’ was widely search on Google from 2015 only. It is estimated that the Influencer marketing industry could be worth $10 Billion by 2022. So why do they hate the term?
- They take it VERY seriously and treat it like a full time job
For the people I have worked it, it isn’t just about getting free products, for most, it is a full time job. Most of these women are Mom’s too, which means the content they are putting out on Social Media and the products they are using directly affect them and their families. It is easy to see who is in it for the right reasons and who is fishing for free items.
- They are the middle man
Often times they become the middle man between the brand and the consumers. The brand is desperate to get their product into the hands of the perfect person, whom it was created for, and the consumer is demanding the perfect product. The influencer has to make a decision of whether or not their followers will agree with a brand and their products. They are put in a difficult position of wanting to make sure the brand is represented correctly and that the consumers is happy with the products that are being advertised.
I consider myself lucky to know and work with these women every day. Working with influencers allows a brand to gain feedback and insights from their direct consumers. It also allows consumers to have access to a brand and to fully understand how products are made and what a brands purpose is. My opinion is that the Influecner market is becoming smaller and more mico focussed, but there will also be a space for influence and the demand from the consumer and brand for it to be authentic…