Blog

Influence, to influence or be influenced, has been around since time immemorial! Politics, shopping habits, peer groups and more, we have all influenced, or been influenced in some way, shape or form. 

The difference in today’s society is the advent and popularity of social media platforms, where dedicated Influencers hone their craft of swaying and shaping others’ opinions and decision-making.  

Typically, these Influencers have the power to persuade, affect attitudes, beliefs and behaviours due to their perceived expertise, knowledge and authority.  

They reach new audiences, attract and gain followers, and, with engaging content and messaging, build trust. They can and do drive trends, amplify products, impact decisions, and inspire action. Then, often in collaboration with leading brand names, promote products and services.  Bonanza, everyone’s a winner!    

Types of Influencers and their followers range in size from Mega/celebrity, Macro, Micro, and Nano!  All bases are covered using key platforms such as TikTok, Instagram, and YouTube! 

Key features of an Influencer include:  

• Niche expertise: focus on specific areas such as fashion, beauty, fitness, etc. 

• High engagement: they cultivate an active community of followers, relying on their ‘identity’ and authenticity, rather than mainstream pre-existing recognition. 

• Marketing influence: they unite with brand names to promote a variety of goods and services, acting as a trusted source for recommendations. 

• Content creation: Build their personal brand through storytelling, video editing, and imagery. 

And it’s happening! 

The Federal Government reportedly invited a group of social media Influencers to attend a press release for an opportunity to be there first-hand and report on their latest budget. This step is seen as a way for the government to connect with Gen Z and younger voting audiences. The invite included popular content creators, many specialising in youth-focused news, advocacy, or personal finance.  Reportedly, assistance with travel costs and hotel expenses was offered, along with other support. 

Captured in the headlines and stars, ‘Influencers seek to steal the spotlight’ at the recent California desert Music and arts show. The world’s biggest performers are on course to collide with show-stopping fashion at the event of the year, a must to be seen at.  Businesses have come on board, often paying for Influencers’, content creators’ expenses, including flights and exclusive accommodation. Yes, Australian Influencers have been active sharing nail and hair appointments, not to forget spray tans. Repeat messaging, building the hype, and anticipation. 

A Centre of Influence (COI).  

COI refers usually to a well-connected and highly trusted individual, organisation, or community that has significant sway and influence over the opinions and decision-making of others.  

They are used widely in Business to build brand credibility and secure valuable referrals.  

Typical examples of COI’s are; Industry experts, Community Leaders and Professional Advisors.  

You might be thinking, can my Business benefit from engaging Influencer?  

Worth considering, but before taking that step, the best practice is to define your marketing strategy and determine if an Influencer is the best approach to achieving your campaign goals.  

Raises questions! What are the pros and cons?  

Watch out for answers in ‘Defining - can my business benefit from engaging an Influencer?’ 

and ‘Building skills to influence effectively.’