CHOOSE YOUR PLAYER
Naming Influencer just by scale – Mega , Micro, Nano etc, isn’t smart. Nomenclature that describes Influencers by their size asserts that size is the most distinctive factor. Its not.
It ignores the important factor, the “effect” different types of Influencers have on your brand. These are the terms I prefer to use.
LOCAL HEROES BUILD TRUST IN YOUR BRAND AND COMMUNITY
Local heroes have a limited following
Are highly trusted by friends and family
Are rarely approached by brands
Generate significant positive responses from their followers who believe what they say
Generate positive responses from followers who feel their motivations are genuine and they care for them
Have authority on one subject
They are highly trusted, but only on the one topic they are known for
They create validation, authority and trade awareness for brands
Because of the above, they are especially suited to working with any brand looking to establish itself in a new category.
Have massive followings
Their lifestyles are the central focus of their content
Often they were Niche Influencers who have moved up the chain
As a result, they start talking about personal things. Because now their followers are more interested in their life than their subject of expertise
In general they are not trusted when it comes to important decisions
Most savvy followers know that the majority of the social content and lifestyles on show are fake. Highly desirable, but still inauthentic. Presenting a glimpse of an ideal life.
For these Influencers, followers might not trust you, but they might idolise you. This makes power Influencers best placed to drive brand awareness and aspiration.
Stay tuned for part 4/5, or get in touch for the full report.