For some reason my camera isn’t working properly, so I’m going to have to keep you all updated with (GASP!) written articles until I figure out what the problem is.
I’ve noticed that I write a lot about making social media work from a “brand” perspective. How do you make your BRAND sell more via social media? How do you establish a solid social media presence for your BRAND? What can your BRAND be doing to reach a larger audience? While many brands use their own staff/advertising team/models/what-have-you to promote their stuff on social media, a handful of very smart and savvy brand owners have reached out to what are referred to as “influencers”.
An “influencer” in this case is someone who has a pre-established and expansive follower base on any social media platform. Many companies have reached out to these individuals to market their products to their plethora of people for a fee.
We see this mainly in physical goods. I know that I often use style product companies as an example, but I do because they are SO GOOD AT IT. Take James Bui as an example. On YouTube, he is known as “The Pomp”. He basically makes 15-minute video reviews of different men’s hair pomades, while often discussing the status of today’s pomade market. He started out as a regular kid with an interest in pomades and hair products. Over time, his reputation grew along with his number of followers. Before long, startup pomade “brewers” were asking him to review their products. This was not only to get an honest critique of how their product performs, but also so that their product will be shown to his nearly 29,000 followers. Going from there, he has collaborated with various pomade brewers on their newest products. And you know that he is taking a cut of every jar sold.
And that is what a influencer does. They use their strong social media following as a vehicle to give exposure to brands for some kind of fee. Most influencers that I know of are fine with free product from the company that they are promoting. Some ask for traditional payment. Some ask for paid transportation to some exotic place to take cool pictures of your brand’s products. I won’t mention any names.
For all you small business owners, I felt the need to explain to you all what a influencer is. Follow Centerlyne on Facebook, Twitter, Instagram, Linkedin, or subscribe to our email list for updates on both what you can do with influencers or how to become one.
– Alec England, Columnist, Centerlyne