What is a Social Influencer?
They are people with the ability to influence the thoughts and actions of others within their “sphere”—an area of engagement and/or expertise expressed through personal or professional networks, reviews, blogs, and—of course—social media platforms. However, being a social influencer does not simply mean having a large following on one or several social media platforms or websites. Even those with small followings in niche markets can also be considered social influencers. Additionally, social influencers only have a limited sphere of influence. For example, the opinions of a beauty guru with thousands of followers on Twitter won’t necessarily do much for a tech start-up aiming to attract new customers via LinkedIn. To identify a social influencer, one must examine three key attributes: Relevance, Reach, and Resonance.
1. Relevance: The social influencer creates content that is relevant to your brand
2. Reach: Through social, print, digital, or other kinds of media, he or she reaches their followers on a regular basis
3. Resonance: The social influencers content is engaged with and shared among his or her audience
For example, a notable beauty guru, Michelle Phan, is an avid YouTube personality with over 7.9 million subscribers. Through her makeup and lifestyle tutorials, she is able to successfully recommend the products of Lancome and L’Oreal through tutorials and personal reviews. Phan is relevant to Lancome and L’Oreal’s target audiences because she creates content about the use and quality of beauty products. She reaches millions of subscribers each month through her YouTube updates and email sendouts. And finally, she resonates with her audience. Her YouTube followers try out her tutorials and recommended products themselves, comment on her videos and page, and submit questions, requests, and feedback to Phan herself.
Why Social Influencers Are Beneficial
With the rise of social media, the voice of the consumer has only become amplified in leading where consumers should spend their money. Peer recommendations and word of mouth (WOM) advertising have risen in importance. According to a McKinsey study, marketing inspired WOM generates twice as many sales as paid advertising and also results in a 37% increased retention rate.
Social media plays an increasingly vital role in generating and closing sales. Consumers flock to social media outlets to see the newest and best trends and products. Reading reviews, chatting with friends and family, and seeing specs and deals generate interest and information about which new product to buy.
However, getting your brand engaged with followers on social media is often a tricky prospect. Consumers hate blatant advertising and often give less credence to brands that use social media in a lazy or unsophisticated way. Simply adding #brandname or adding lots of tags to generalized tweets or Facebook posts isn’t enough to draw in and convince consumers. Furthermore, some brands and industries just don’t translate as well to social media use as others. Having social influencers engage with and advocate for your brand in a personable and relevant way can help bridge this gap and establish a genuine connection with the right audience.
xAmplifier Helps Identity Your Social Influencers
Through data analysis and specialized reporting, xAmplifier is able to survey your customers at the point of sale and determine who are your social influencers and through what medium they speak to their audiences. We have specialized modules and services that determine the best way to approach your social influencers and engage them and their audiences with your brand.
Stay tuned for our next newsletter about working with your social influencers. If you’re interested in learning more about social influencers or xAmplifier, contact us today at email@example.com or call 866.363.6434!