Background Check: Diploma Influencer - A seal of approval

Some admire them, others lampoon them. If one is being honest, the term influencer causes mixed reactions. Especially, if somebody comes along and claims that influencer is an actual occupation. Hanging around on social media channels all day, advertsing some products, cashing the big checks and then call it work? Outrageous, some might think - Influencer as a job, that´s not possible?! Many people quickly and gladly judge influencers without actually diving into the topic first. Looking behind the scenes, one can find lots of work, strategy and marketing know-how which might not be visible at first glance. In our Background Check Diploma Influencer we shed light on the facts, because influencers are in high demand on the job market. It´s time to overcome prejudice

Commercials Make Way for Kardashians - This is how Marketing Works Today

We all encountered influencers in some way, we may even follow them. As the name suggests, the term stems from the word „(to) influence“ . But whom do these influencers have an impact on? The short version: on us. The long version: 

An influencer is

"a person who is paid by a company to show and describe its products and services on social media, encouraging other people to buy them" (Cambridge Dictionary)

Through their importance in the WWW influencers are increasingly used for the advertisement of products. They entertain different target groups in the areas of technology, fashion & make-up, fintess & health, food, etc. A pool of influencers can be a goldmine for companies. There is always the right person for a product, which allows addressing a specifically defined group of potential customers, which again raises the likeliness of a sale. Just imagine a advertising company which perfectly fits a product and possesses lots of credibility. Thus, working with influencers is a pretty smart and logical choice for a company. Websites like Reachhero even help connect companies and matching influncers. 

In different formats, influencers can be used for the advertisement of products; and behind this is a lot of necessary know-how (like knowledge about legal matters: a product has to be tagged correctly, e.g. as "paid partnership" or "sponsored content", covert advertising is prohibited). If a partnership is successful and if the reach grows, an influencers can even launch their own products, turning themselves into an independent brand. Sounds like a good business-model, right? 

The principle of influencers isn´t new though; since forever people are influenced by other people. There are studies about so-called opinion leaders, who have been recognized at least since 1944. In essence, the opinion leader is no different from an influencer. He or she is a person who is valued by others, hence making his or her opinion relevant. This includes for example politicians, starts and other public persons. 

Also in the marketing sector the actons of an influencer are nothing new. Product placement and paid partnerships have been around since decades and on different media (think here about sneakily placed Cola cans in movies). 

50.000 Followers…What Now?

Next to having multiple (tens or hundres of) thousands of followers, a good influencer is credible and interesting, produces adequate content, isn´t too invasive and offers some kind of additional value. Ideally, an influencer only advertises products which he or she is convinced of. In the end it is all about giving a recommendation and generating clients, which is why influencers are so interesting for companies. Of course a company is convinced of their own product - they want to sell it. Bringing an influencer into the picture, you suddenly have a real person (who is also paid, but who can also lose his or her main pillar credibility if advertising anything for anyone). Hence, an influencer should test a product and make an honest statement about it. Closeness and customer contact make up the charm of an influencer. Products are advertised on a very casual face-to-face level. Nobody likes to feel like they have been tricked into buying something; an influencer as a mediating element between company and client takes out this tension. 

Surveys show that influencers are a reliable source for recommendations for many people, along with friends and family. Influencers are thus a sort of modern customer review.

Influencer  Influencer - What is what?

Influencers can be sub-divided into different groups. Although sources differ regarding the definition of reach, the following guideline can be applied:   

  • Nano-Influencer: ca. 1.000 – 10.000 Followers
  • Mikro-Influencer: ca. 10.000 – 100.000 Followers
  • Makro-Influencer: ca. 100.000 – 1.000.000 Followers
  • Mega-Influencer: 1.000.000 +

Companies can exactly choose the perfect match for their product. It is also visible that not millions of followers are necessary in order to become an influencer. The relevant factor isn´t just a huge amount of followers, since a huge amount of followers doesn´t automatically guarantees a huge amount of quality. Of course, every sngle case has to be looked at, but there are certain advantages and disadvantages in each group. In the end, a company has to decide on the right representative. In any way, the fake-followers-trap should be considered; with a couple of clicks followers can easily be bought nowadays (however, companies can also easily identify this).  

Career or Calling - Influencers Have Arrived on the Job Market

It becomes clear that the term influencer is connected to many more aspects than one might think. If it´s a calling or a career - being an influencer brings a lot of work with it: strategies, marketing-plans, customer contact, image creation, legal matters and content, content, content. As a big part of new marketing strategies, influencers fullfill their duty on the job market. 

You are curious about an education in this field? At United POP, you can book the right diploma study or single course.