Marketers, stop trying to influence influencers
Trying to sway your influencer’s content is the number one mistake that even the big brands are still making, writes Vamp’s Aaron Brooks.
While reading Start With Why by Simon Sinek, I came across a line which really resonated: “Marketers are always trying to influence the influencers, but few really know how.” He was referencing another book, The Tipping Point by Malcolm Gladwell, which identifies influencers as an essential force for galvanising trends and social change.
Influencers are not a new concept, particularly for marketers. For years they have attempted to woo these taste makers in a bid to spark a movement, secure preferential treatment or exposure of their brand. Word of mouth has always been powerful and, with thousands looking to these people for inspiration, their ability to alter the buying habits of audiences and create these tipping points is huge.
But if marketers have long been aware of the importance of influencers, they haven’t always had the means to utilise them. Now, the digital age and social media have completely diversified, amplified and streamlined the process. Brands no longer need to send thousand dollar samples to celebrities in the hope they’ll choose to wear them in front of the paparazzi. Endorsements can be secured in a completely trackable way.
I prefer the Government version, “Marketers, influencers have no influence.”