Age of Influencers – Beneficial for your Brand?

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Age of Influencers – Beneficial for your Brand?

As an actual definition, influencer marketing can be defined as, ‘a form of social media marketing involving endorsements and product placement from influencers who have an expert level of knowledge or social influence in their field.’

Whether people buy into it or not, it goes without saying that influencers have really rocked the boat in how advertising is carried out on social media.

I can be the first to admit that when it comes to certain products, influencers have me hook, line and sinker. But depending on what your brand or business is – influencers could be disadvantageous to your business.

What are the downsides?

When influencer marketing goes wrong, it can go badly wrong. Businesses and the influencer can both come away with their reputation and brand image damaged. And due to the ‘good news travels fast, bad news travels faster’ culture of social media, they have nowhere to hide.

Influencers need to be chosen carefully, companies need to choose someone who aligns with their brand image and business ethos. For example, in 2017, Kendall Jenner ending police brutality at a Black Lives Matter protest with a can of Pepsi, most definitely was not a good choice of influencer.

As a business you also don’t want to work with an influencer, whose social media channels looks like they would pawn anything off to make a bit of money.

It needs to seem genuine, authentic and be something the influencer is passionate about too. (Following guidelines for advertising, of course).

Some collaborations you can see straight through and know the influencer is just in it to make money. For example, why would any of the Kardashians be promoting weight loss supplements when they have countless personal trainers to have them in the shape they’re in. (Arguably plastic surgeons too, but that’s a discussion for a different day). Or why would any of the TOWIE cast promote teeth whitening toothpaste, when they all have veneers?

Another downside could be in influencers themselves. In the past few years, we have seen numerous celebrities fall victim of a copy & paste faux pas. Scott Disick, Little Mix and even Naomi Campbell have all made the mistake of copy & pasting the whole message from the brand into the social media captions…

Surely there must be some advantages?

Of course, there is! The reason why influencer marketing is so popular and continuing to grow, is because when executed correctly it achieves fantastic results.

Influencer marketing can really benefit small businesses, they can reach out to local influencers, who will have the reach into the audience they are looking to target. This way it helps establish an element of trust between the influencer and the business, therefore, creating a level of trust between the business and its target audience. Its great for building brand awareness, reaching more people and builds trust in your business/product/services.

It is important to choose an influencer who is aligned with your brand, it should be someone who social media users can picture them genuinely using your product.

However, do what is right for you. Influencer marketing might not be for everyone and that’s okay.

Some helpful tips for influencer marketing are, when gifting influencers let them choose what products they want, this way it will seem a lot more genuine when they are talking about your products or business online.


To Conclude

There are both good and bad aspects when it comes to influencer marketing. If done correctly it can be brilliant for your company. But don’t let the negative aspects scare you or put you off the idea of using influencer marketing.

It is worth a try though; the benefits far outweigh the negatives when it comes to building brand awareness and establishing a trusting rapport with customers. And if you or any of your influencers make a mistake like the celebs I mentioned earlier, it can always be learnt from and laughed off.

If you are struggling with how to start creating brand awareness or building a presence on social media, that is something we can lend a hand with. Contact us at or call us on 028 9590 2882 to discuss your social media management needs.

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