What does it mean to have influence on social media? In simple terms: it’s the ability to have a great effect on someone or their behaviour. When it comes to selling on social media, influencer(s) can have a great effect on consumers, including their brand loyalty and purchasing decisions. This is part of the reason that influencer marketing has become so prevalent today. Even better, it’s become one of the easiest forms of marketing for brands to get their products and services out to the public with little to no cost.
The power of influencer marketing has become so great, that nearly every brand with a social presence have paired up with “influencers” to help promote and spread the word about their products. Think about it: a simple post or Instagram Story that spreads the word instantly about your brand in exchange for free products or monetary compensation, sounds ideal right? …or does it?
As consumers are becoming more and more aware of the subtle advertising that’s integrated in influencer marketing, they begin to question the authenticity of influencers and the brands they promote. Do these influencers actually care and are passionate about what they are promoting, or are they just doing it for a way to make easy money and grab free goods?
This has brought on the wave interesting new social media influence: Organic Influencers. So, who are these organic influencers and how will they better impact consumers?
Trust Factor in Influencer Marketing
Let’s face it, social media has become oversaturated with actual influencers, and those trying to be “influential”. Influencers often give the impression that they are able to make a substantial amount of money, simply because they have mass followings on multiple social platforms. As a result, there have been numerous instances of users purchasing fake followers and engagement to be able to foray into the influencer world and become brand ambassadors. Unfortunately, because influencers are qualified by size of their audience, all of this happens without brands actually knowing that their “audience” is largely non-existent. In turn, consumers become more and more aware of fake influencers, which creates a huge loss of consumer confidence.
Real People = Real Influence
So what then, are Organic Influencers? Organic influencers are consumers themselves, and they usually post brands and products they’re passionate about, without monetary compensation, or any agreement with brands in place. These types of influencers, typically have smaller followings (anywhere from 1,000 to 4,000 followers) but everything they post, engage in and share is completely authentic. These influencers aren’t necessarily in it for the benefits, they’d much rather share about products they actually believe are great – or are at the very least willing to try. Though their audiences are smaller than the typical influencer, they are usually much more engaged with Organic Influencers. With smaller follower counts, organic Influencers have the ability to engage with their audience on a more intimate level, as opposed to a macro-influencer who simply isn’t able to engage consistently with their audience due to its sheer size.
If you’re a new brand, or you’re looking to switch up your marketing efforts, consider doing Organic Influencer marketing. Having real, genuine consumers promote your brand is ultimately the goal, because if they believe in your products, they believe in you! So try not to focus purely on the follower count, but on authenticity.
Who are some of your favourite organic (or non organic) influencers? Comment below and let us know what you like about them and how they have influenced you! 😊
Michelle Grace
@serotinamedia
#KEEPSOCIAL
