Under the Influence
How do you feel about Social Media Influencers? It’s the way of the future in terms of advertising but don’t you think it’s strange how the risk of disappointment in a company’s product or service is shifted directly onto the person paid to promote the product and it’s consumers? Makes ya think…
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’.
Free Unicorn NEEDS Accessories!
Gave away a number of free toys this weekend. From my front lawn in Hintonburg, someone grabbed the singing unicorn but neglected to also grab the accessories needed to make the toy work!
Please pass this on to anyone you think might need them!! I’m going to save them in hopes of reuniting the set to make some local kid happy!
Passing the Time.
Life in lockdown: part two? Three? It’s hard to keep track.
Lockdown is set to end May 20th and that’s what I’m hoping for. It’s tough working from home. A privilege, of course, but it’s very hard to focus on performing a quality radio show (which is more than talking here and there; it’s fielding, researching and logging requests, engaging with people on social media and text/no phones from home which means scheduled interviews for upcoming segments need to be done from studio, posting relevant content to social media and staying up on the times). So pull that off while tending to the needs of two children aged four and six.
Our six year old is supposed to be doing online learning but we are taking a hands-off approach to that for the most part. It didn’t work very well for us this time last year so we’re just letting Eve log in when he wants. We’re trying to get some activities done based on what was sent home in his work books but there’s no pressure. Things are stressed enough, schedule-wise (*everything wise).
No daycare. No family relief concerning child-care. No camps. No friend visits. No parks. While parks are allowed now, with the most strict of safety measures/rules in place, I’m a kid magnet. They flock to me and it’s too hard to keep our distance so we avoid it. Playing in the backyard is ok but the kids are mostly resorting to games on their tablets and a lot of Netflix (at least the shows are educational, right?)
We are all very lucky to have tablets and TVs and, above all, our health. The mental health thing needs constant monitoring because emotions can run hot. It’s hard to explain why life is like this right now. It’s hard to not let the kids be iPad zombies. It’s hard to work, be a mom, manage household chores, relationships, food/groceries, bills - monitor this that AND the other thing. Most days I am at my stress limit by lunchtime.
What’s gonna help? I don’t know.
Reading books? Riding bikes? When the warmer weather decides to stay? Healthier food choices? Medicine? Stay on top of your mental and physical health and just hang on as best you can.
My 35th Birthday Wish for CHEO Kids!
My 35th birthday is April 25th and I’m hoping you’ll give a gift to a child in treatment at the Children’s Hospital of Eastern Ontario aka CHEO to help me celebrate. We’ve been doing this since 2018 and my goal for 2021 is to hit $5,000. Will you help?
Please give a gift to a child in treatment at the Children’s Hospital of Eastern Ontario this April.
If you’re in my family or friend circle and you’d typically treat ME for my birthday, the best gift I could receive that really lets me know that you’re thinking of me comes in the form of a financial donation to CHEO’s Child Life department.
All proceeds go to providing a child (ages 0-18) in hospital with a new toy, game, book, art supply kit and other forms of entertainment (escape) while undergoing treatment.
In previous years, you’ve been able to swing by the radio station or a tour, a chat and a photo (sometimes even a hug or a hi-5). Unfortunately, in person donations are postponed until we can all safely gather again.
Here are some photos from my Birthday Wish:
To be totally transparent, this fundraiser is ongoing. I started it in 2018 and promote it every year during my birth month (April). I want to make it as financially accessible as possible for those who wish to give a gift to a child who could use the distraction. In my personal experience as a CHEO Kid (which runs deep; from 1988 to 2003), many children who spend a large amount of time as ‘in patients’ (receiving treatment that requires them to essentially live in a hospital room) don’t have a lot of options in terms of NEW gifts, books, toys that are JUST for them. Many come from socioeconomically challenged or disadvantaged homes and YOUR generosity makes a massive, life changing impact.
As I age, the urgency to let children with rare diseases or crummy circumstances know that there is hope for a brighter future rises. If I was a millionaire and able to donate in a massive way, I’d probably still be asking you to contribute to the Child Life Department because awareness and acceptance is part of the giving process.
I have spoken about my disease in detail before but if you have any questions that aren’t answered in these posts below, please feel free to reach out.
Here’s a recent video I created to explain Autoimmune Diseases in an easy to understand way:
March Already? Sunny Day Ahead!
Tomorrow’s expected high is the hottest Ottawa's seen in a while at plus 12! Woohoo!
Proudly completed DryFeb with over $1,400 raised for the Canadian Cancer Society. Being sober the entire month wasn’t too bad! The whole ‘having a sinus infection the entire time’ thing sucked. I felt like I had hangovers that I certainly didn’t earn… even though I gave up the hooch.
Obviously back on the wagon and, otherwise, life is pretty great. The sun is shining and we’re getting longer days, warmer days… the ice is melting, the snowbanks are disappearing and spring is en route.
Time to think about motorcycles, spring break, cottages and spending more time outdoors.
Oh yeah, and the end of this goddamned pandemic.