In some cases, becoming an influencer has become a profession. You are no longer an influencer, you become an influencer . Which is certainly difficult and, from my point of view, makes little sense.
Instead of being a relevant person in an area, people look for an area in which to excel and work to become one through tricks, instead of working hard to be one. It is korean girl whatsapp number more about showing a pretty window, than showing the back room .
This has led to us having different levels of influencers:
Big influencers : public people (really, not because they put it on their social profiles), who have real weight and influence in their field.
Micro influencers : people with less media impact, but with a proven track record and influence in smaller market segments.
Influencers : People whose job is to try to be influential, not to do their job and be influential as a result.
The problem is that it works so far. Not the “ influencer” marketing strategies , I mean that the brands keep paying and keeping the ball rolling.
We all know the news about fake campaigns, influencers who are not really influencers, agency actions that prove that you can build an influencer profile from scratch, etc. etc.
The paradox is that despite everything, there is still a demand for this type of campaign. We see brands complaining about poor results, there is a feeling of a bubble in the air, but the money keeps flowing.
The problem has been created by brands that have bought into the idea of influencer campaigns and continue to invest. Without them, there would be no bubble. It is important to make this clear.
Why does this happen?
In my opinion it is because it is a relatively cheap way to generate reach and, of course, because brands do not define an influencer marketing strategy , they look for new speakers to shout their message.
Which brings me to the question that really motivated this article. Are so-called influencers really influencers or have they become advertising media? Is it really about relying on one person to influence others or is it about getting exposure at a reasonable price? Is it about selling or about varying costs?
What does all this look like?
Influencer marketing has become the new affiliate marketing
On the one hand we have the advertisers, and on the other the affiliates ( influencers ), and in between we have the affiliate networks (platforms that group influencers).
It's the closest thing to affiliate marketing , isn't it?
These platforms alone are further proof that we are facing the new form of affiliate marketing.
If they were really influential, why would these platforms be needed? There aren't that many really influential people, and they wouldn't be necessary, right? At least not as many as are emerging, right?
If we think about the concept of influence, influencer marketing platforms are in themselves a contradiction in terms.
But they actually do make sense, because influencers have become pure supports, they have become affiliates of the brands .
Through these platforms, brands hire different types of campaigns, with different hiring models, and influencers select those that interest them most and launch them.
What changes with respect to traditional affiliate marketing are the channels. They use display, PPC and email marketing, and influencers use social networks and platforms. Their connecting link is content.