Let’s imagine a brand has $10,000 to spend on its next social campaign to market a new product or service. The marketing team agrees on a strategy to leverage the power of social influencers and has a choice – one Instagram personality with 100,000 followers, or 100 citizen-influencers with 1,000 followers each?
Both approaches would reach the same number of eyeballs, but one can unexpectedly have the bigger impact. With anywhere from 1,000 to 10,000 followers on of the three major social platforms – Instagram, Facebook or Twitter, data shows you have the opportunity to create a closer, more genuine connection with each person that just can’t be matched by professional or VIP/celebrity accounts.
Read the five reasons why your social media voice matters most, below:
You care about your followers and you wouldn’t put your reputation on the line for something you don’t actually believe in. Your audience knows this, and therefore your support for a product carries more weight than a celebrity who might not even be the brains behind the account (it’s highly possible that a social media team is running the show). With your profile, it’s all you, all the time! That’s important and gives you clout.
2. Your followers are more engaged (and less spammy).
A lot of your followers are actually your friends, IRL. That makes them more likely to like your post, comment on it, and most importantly, share it! Higher engagement means a brand’s product is more likely to stick in the minds of your followers, and that increases the likelihood that a purchase will be made. 92% of consumers trust recommendations from their friends over brand advertising.
3. They trust what you say.
If your followers know who you are – whether that’s because they’ve met you in person, or can see via your social channels – they likely trust your opinion and value your honesty. It’s just not possible to say the same about a celebrity – most of us haven’t met them in real life and have no idea who’s really behind their accounts, or if they’ve even actually tried the product they’re promoting.
4. You probably curate more carefully, and post less often.
Celebrities often post 4 or 5 times a day, especially if there’s something exciting going on that they’re a part of. Posts can get buried under new ones, sometimes faster than it takes for you to read them in the first place. As a citizen-influencer it’s likely that you’re posting much less often, giving each post more time in the spotlight.
5. You may have access to a niche market due to your location and interests.
Brands are often looking to share with a certain market – usually one that’s location-specific, whether that’s because they only serve that city or state, or because they’ve made a product especially for one area. Celebrities often can’t provide that level of accuracy (tens of thousands or millions of followers from all over the world), but you can. If you’re a New Yorker, for example, a high percentage of your followers are probably from New York, and you’ll be able to share New York-specific brands you love without it feeling unnatural or disingenuous.
Are you ready to start flexing your influence and partner with brands who value your social influence? If so, download BrandBrief today.
They Brief. You Create. They Buy. You Share. You Get Paid.