Under the Influence

Social media influencers are generally popular or trusted online profiles of people who’s taste you share or trust.

Their job is to essentially be a living, breathing advertisement. Since traditional methods of advertising (cable TV, radio, print media) are competing with the online world, companies vying for your business are paying for the oldest method of advertising in the book: word of mouth.

Now, I don’t know if it’s because I grew up in a town of 600 people in rural Ontario but to this day, I always trust the ‘word of mouth’ method. It works both ways… if my buddy tells me they got bad service somewhere; I’ll spend my money elsewhere. If my buddy tells me they got great service somewhere; I’m gonna check it out & likely, even before checking it out, I’m gonna pass that ‘good service’ rumour on.

The thing that bothers me about online influencing is that, in my opinion, these profiles turn real people like you and me into actors expected to play a role. They are PAID to paint a product, service or brand in a positive light. For example, if Company X gives me $1,000.00 to “share my opinion” on their thing, it better be a favourable opinion. Right? That’s the rub.

There are some questionable methods about how influencers are recruited, too. Have a lot of followers? You’ll need to to get the job. However, a popular method of gaining loads of followers is to pay for them or enlist the use of bots (not real people or cloned profiles) to make it seem like you have legions of fans watching, sharing and consuming your content. This is why hired ‘Word of Mouth’ social influencers, by law, must express that they were paid for their opinion.

Lots of people in my line of work are hired as influencers and it’s not an inherently bad thing. It’s a smart way to market a product and it’s the future of advertising. How does it make you, the consumer, feel about that person? What if you try the product and had a bad experience? Who loses: you, the profile of the hired influencer but not the company who’s product YOU bought or service YOU tried because someone you' trusted told you to.

That’s the issue I am struggling with in terms of being an influencer. I don’t have to worry about it too much though as I don’t have a zillion followers. No one’s knocking at my door to shill their ‘things’. To be honest, I have more than enough people paying attention to my social profiles and this very blog (hi!)! I’m always surprised that that many of you are interested in what I have to say. Flattered, for sure, but surprised all the same. Everyone who follows me is a real person or represents an account or brand (mostly local); someone who is genuinely interested in what I have to say. I have never paid for followers. I have never participated in a ‘follow for follow’ situation. I don’t want fake followers and I don’t ever want to post something persuasive that I don’t genuinely believe in or stand behind.

The internet is not real life. I’ve been lucky enough to be granted opportunities to work with and learn from online marketing agencies and to have been shown the ins and outs of what it takes to be a Social Media Influencer (and the money to be made is pretty wild). I have only ever personally promoted things that I have typically paid for, feel strongly about sharing or positive experiences I’ve had with companies X, Y and Z that align with my interests.

I’m curious to hear about your experiences with Social Media Influencers. Here’s some feedback I’ve received through Instagram when I asked “What has your experience been with Online Influencers? Good, bad or neutral"?”

“Irritating. Fake. Buying followers and using filters.” - Kim, describing a potential consumer’s perspective.

“Good for a small burst of sales… but it doesn’t necessarily create repeat sales or long time customers… a lot of online “influencers” are ridiculous and it can be hard to choose who to work with. But if you can choose someone who authentically lines up with your brand and has the type of followers you want, then it’s worth a try for some sales.” - Caree, with a potential marketing perspective.

Leave a comment below if you have something to say on the topic of being ‘Under the Influence’.