UNDER THE INFLUENCE (PART 4/5)

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

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NICHE INFLUENCERS

  • 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.

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POWER INFLUENCERS

  • 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

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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.

Under the Influence is written by Dudley Nevill-Spencer, Head of Strategy and Innovation at Live & Breathe.

Stay tuned for part 4/5, or get in touch for the full report.

nick.gray@liveandbreathe.co.uk