The rise of bloggers, vloggers and the immense influence of social media mean that new opportunities have arisen. With purchasing decisions dramatically changing over the last few years, consumers are seeking recommendations from influential social personalities before they buy. In 2020 non-celebrities have transformed themselves into influencers, reaping in the benefits of establishing a ‘personal brand’ which allows them to endorse other brands that they want to identify with.
Key points for becoming a social media influencer
Having ‘influential’ status is fast becoming one of the most appealing career choices. The brand partnerships, free gifts, holidays, paid partnerships. Sounds too good to be true? The influencer market is anything but an easy industry to break into. It's a highly competitive, saturated environment and the time needed to create consistent branded content can be exhausting, and without any real guarantee of the benefits. So how can you do it?
1. Authenticity is key
As influencer marketing efforts become more sophisticated, personal brand content needs to present itself with a strong brand affinity.
Millennials and Gen-Z specifically can sniff out inauthentic, contrived content a mile off. It’s genuinely terrifying. Therefore, it’s best to stick with what you know. If you’re into sales and recruitment, don’t start making cake tutorials in your suit because you know they’re popular. Make sure you’re focused on what your niche is, and play on your own strengths.
First of all, it will make content creation but more enjoyable, and secondly you’re much more likely to come across well if you sound confident and sure of yourself.
This also goes for when brand partnerships and affiliations start coming into play. You’d be surprised how medievally brutal the influencer generation can be. You can never fully relax with your loyal following - everything must be brand consistent with how your audience view you. If you’re a LinkedIn influencer for marketing tips and tricks, you’re hardly going to work the crowd by pushing a partnership with weight loss teas.
2. Choose your channel
Most influencers, even if they use a multitude of social media platforms, have one primary platform; their social influencer haven.
Different platforms offer different benefits. First of all you need to do some market research on you is your audience and which platform do they prefer? Here’s our top two go-to’s when it comes to video marketing for influencers.
Instagram is currently the top dog when it comes to influencer platforms, mainly because its offerings in terms of photography, text, video and live streams. It’s a highly visual platform which celebrates creativity and engagement through stories livestreams, Q&A’s and polls. It’s accessibility means it is highly compatible for brand collaborations through video, Instagram takeovers, co-promotions with giveaways etc. Plus the hashtags and explore page are the most crucial ways of increasing visibility. It is most popular amongst Gen-Z and Millennials, so if they are your target audience, you know where you need to be!
One downside of Instagram is that it doesn’t provide ‘ online groups’ like Facebook or ‘threads’ like Twitter. This means it’s pretty difficult for your followers to engage with each other. Follower engagement isn’t a priority for every influencer but it’s important to consider using a secondary influencer platform like Facebook to create a community.
LinkedIn is the world's biggest professional network with 500 million users from 200 countries.
Despite starting out as a professional network, it has quickly become a huge personal branding tool. LinkedIn is such a powerful tool for an aspiring industry influencer because of its engaged, business-orientated audience. The algorithms are much more forgiving than Instagram or Facebook, making it much easier for videos to go viral.
Professionals are building connections with other people in their field of work. HRs and Recruiters are hanging out to find best profiles for their company. Everyone is constantly running and emphasizing their LinkedIn presence.
Vlogging on LinkedIn has become the most prominent trend for 2020. Industry professionals are looking for ways of getting in front of their potential customers, potential employees or recruiters by showcasing their professional knowledge and strong personalities.
3. Create your video content
Social video is often seen as expensive, high-quality, professional video used for large social media campaigns. This isn’t the case. Social video is becoming much more accessible. Here at Jack-All, we’ve recently launched Industry Influencers, a service which changes the content game.
We provide people with the equipment to create high quality content on their phone. Great lighting, great audio and all the support needed to create great video. The aspiring influencer sends their footage over, and a team of skilled editors make the video dynamic, engaging, optimised for social media and accessible, through subtitling, audio editing and colour grading.
As a digital content production company, we have noticed that more and more people are using video, whether it be paid for professionally, or using their hand at some amateur film making. Either way, with 87% of online marketers using video content, and with 82% of Twitter users watching video content on Twitter; it is understandable why social video is dominating the online marketing scene.
Video is effective. Simple. If you need to respond to a customer enquiry over Twitter, what’s more effective 140 characters or a 30 second, personal and communicative video? Your competitors are already using video and some are factoring in chunks of their annual budget and why? Because the ROI in well produced social video is concrete.
4. Be consistent
The final, most crucial point. Consistency is key - this is the downfall of most aspiring influencers.
It’s what takes the most time and effort. Industry professionals and vloggers often set out full force but after a short while they lose momentum and weigh up the effort vs rewards scale.
We created Industry Influencers packages to help aspiring influencers to reach their goals without worrying about the cost and effort of post-production and coming up with creative concepts for continuous content. We provide a supportive framework, you do the rest. To find out more, click here or contact us today.