The term “social Influencer” is completely relative to the community you are looking to connect with. Someone with 1K followers could be a great choice for a micro campaign in a localized community. While Influencers with massive reach are needed for large awareness campaigns.
Influencer Marketing is an emerging service, and it’s generating a lot of interest from brands, agencies, and people who identify as social Influencers.
For brands and agencies, the value proposition is pretty clear. Consumers are spending more and more time on social media, and word of mouth marketing accounts for 20 – 50% of all purchasing decisions.
For social Influencers… What a time to be alive! For the first time in history, these individuals have an opportunity to cash in (and potentially make a living) by leveraging the digital communities they have cultivated.
But that leads to a very important question… What makes someone a social Influencer?
What’s the tipping point?
When is it reasonable to classify someone as a social Influencer?
It’s a valid question, and the answer is more complicated than you might think. So let’s discuss…
WHAT MAKES SOMEONE A SOCIAL INFLUENCER?
Being an Influencer is relative. There isn’t a specific “threshold” to pass, and you don’t become an Influencer when you hit 5, 50, or 500 thousand followers. It’s all relative. Firstly, let’s look at micro example…
Let’s pretend that a furniture company is opening a new store in Sudbury, Ontario Canada – which has a population of about 160 thousand people. In this scenario, it would be smart to identify the most well known home decor and interior designers in the city. These individuals may have a modest social following (in the 1-5K range), but they are respected as “the best” within the community, and their online followers are physically situated in the city. An endorsement from these local “micro-influencers” has a big impact on foot traffic and sales.
Here’s another example…
Let’s pretend that a popular healthy-eating hotspot named Calii Love is opening a new location in Oakville, Ontario Canada. As a company, Calii Love is known for promoting healthy lifestyles through exercise, and great food. In this scenario, it would be smart to identify the most influential lifestyle personalities in Oakville. These individuals may not have a massive audience on social media (by the numbers), but that audience is captive – and located in Oakville.
Now let’s switch gears and look at this through a macro lens.
Let’s pretend that Ford is set to release a new car throughout North America. Could they solicit micro Influencers from all across the Continent to pull off a mass awareness campaign? I suppose it’s possible, but it’s not practical. It would be a logistical nightmare, and the reach would not be sufficient.
For this particular campaign, the biggest goal is massive reach and awareness. So it would be smart to identify National Influencers that have hundreds of thousands, or millions, of followers. At that point it’s all about producing amazing content to spread the word, and to be sticky in the minds of the public.
So there’s your answer. From a marketing perspective, being an “Influencer” is all relative to the campaign being executed.
"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."
"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"
"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"
"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"
"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."
"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"