EAE News
Influencers: how should we manage them?
14 de April de 2020
14 de April de 2020
Seventeen years ago, in his book, “The Fall of Advertising and the Rise of Public Relations”, Al Ries emphasized that the latter would overtake the former as the main point of reference for consumers, for the simple reason that, as a field, it is more credible, as it presents a far less biased voice. Influencers are a symptom of the need for credible messages in a world saturated with information. However, recently, there is a danger of this phenomenon bursting like a bubble due precisely due to a lack of credibility. How can we maintain this essential feature? Here are 10 key tips for doing so.
The influencer phenomenon emerged less than a decade ago along with the boom in social media, gaining relevance through their blogs, focusing primarily on lifestyle in all its expressions, from beauty and fashion to design and business. Their credibility has been put to the test. However, it is safe to put your faith in any influencers who embody the following qualities.
1 - Be an expert
There are too many influencers who think they know it all. Specialization has finally reached this area and consumers now only place their trust in people who display a broad, solid knowledge of the topic they are dealing with.
2 - Be independent
We all know that brands buy recommendations and positive reviews. Authentic influencers uphold their judgment and criteria against all forms of pressure because they know that this is their most valuable and essential quality.
3 - Be known
In this respect, quality is far more important that quantity when it comes to followers. The best followers create the best influencers, by spreading their opinions. Heavy users and early adopters are taken very seriously by those keen to listen, and they are the primary target.
4 - Be emotional
Purchasing decisions are increasingly based on emotional preferences. It is crucial that influencers convey emotion in their recommendations, using arguments that generate feelings and move people to action.
5 - Be rational
We all need reasons that justify our emotional decisions. In this respect, experience and indepth knowledge of the topic are a decisive factor in making their opinions credible.
6 - Be conversational
Preaching is only welcome when it comes from a pulpit. Influencers have to establish an open dialogue with their followers, interacting with them, recognizing and adapting to their tastes, and generating a sense of meaningful understanding that translates into loyalty.
7 - Be proactive
There is far more emphasis on pushing than pulling. Influencers can’t wait for contents to come to them. They have to take the initiative, get out and about, ask questions, make comparisons and be demanding. By acting in this way, they will be able to identify and anticipate trends.
8 - Be holistic
Contributing towards defining and developing the brand experience. Consumers no longer buy isolated products, but rather they want to incorporate them within their lifestyle, to a way of being that integrates many other products, the sum of which says a great deal about who they are and want to be.
9 - Be brave
This is a matter of consistence. Consumers can spot somebody who defends and argues their opinion. It makes no sense to try to be a point of reference to everybody about everything, but it is possible to become a good, solid point of reference.
10 - Be ethic
Last on the list but first in terms of priorities. It is essential that influencers have clear values that they believe in and live by. As Abraham Lincoln said, “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time”. Lots of influencers forget this and damage the consumers’ perception of all the professionals specializing in this activity.
-- Remember that this article was written by Eduardo Irastorza, a lecturer on EAE’s Master in Corporate Communication Management, and was originally published in EAE’s magazine, Talent Alumni Review --