Another consideration is the audience target since millennials and mothers tend to respond to social media influencers more actively than other demographics. This does not mean that other audience demos are not applicable to this tactic, just that those categories can be swayed more by trusted online authorities like a social influencer they follow. The same applies to industry verticals as well, since certain markets such as retail and travel lend itself better to these virtual brand ambassadors, since buyers of products and travel services seek authenticity, which can be conveyed by a social influencer who has had direct, personal experience with the brand, staff, products, services, and support. This can be shared not just with their social platform but also to online video portals like YouTube for instance.
These influencers have some similarities to online testimonials, but in a uniquely more genuine way, since it is hard to determine for average consumers which reviews are real vs. fake. The media clutter can be pushed aside with an online personality that has built trust to a point that their insight can drive inquiries, calls, sharing and sales the same way that a trusted friend’s input on a new movie either motivates to see it soon in the theater or wait until it is available for Pay Per View (PPV).
This social tactic requires a combination of tools, analytics, and labor to identify potential social influencers as well as active participation by the brand to at least approve the fit. Using social listening and social monitoring, along with proper research, we will find influencer candidates to interview and assess. Additionally, we can also design or re-design social media pages, web pages and custom landing pages as well as social media banners and headers as part of a social influencer program, so that we have multiple destinations to direct potential opportunities once an influencer releases a ShoutOut on their Instagram profile for instance.
Social listening can be applied across various industries, such as private jet charters to increase bookings and rehab centers to fill beds or technology to trial software or medical to increase consultations. Regardless the market, having brand ambassadors that champion your brand and have personal, relatable experience with your products and services is always better and leads to positive results, so nearly any industry vertical could benefit from using social media influencers.
Of course, we also have reporting tools to measure results since our lead tracking data will show the performance of each social influencer employed such as shares, impressions, brand mentions, community growth, conversions and other metrics to properly assess what is working and for which campaigns, so that we can better optimize the program to boost results and ROI.