Influencers : what are they ?
Author : ROMAN3D,
SOCIAL NETWORKS
For some time now, you’ve undoubtedly heard these two terms used everywhere on social networks: Influencers. These are new Web stars, opinion leaders who are invading and mastering social networks to the great delight of brands!
Influencers : what are they ?
So, we don’t use the word “influencers” for nothing. Especially since they possess highly sought-after superpowers :
· They can influence the choices of people who follow them
· And these people have a strong power of recommendation
Often young and beautiful, most of them also have a taste for fashion and trends that sets them apart from simple models.
Being an influencer, a real job ?
Thus, the economic model is quite basic: influencers are paid by brands to wear their clothes, jewelry, and accessories, … So, they just have to take photos of themselves with these items and post them on social networks such as Instagram, TikTok, Facebook, Pinterest, Twitch (called “streamers“), Twitter, LinkedIn (called “Top Voices“) …
Consequently, these new Web stars have created their own profession and some live solely off advertising. When they have reached a certain number of subscribers (called followers), these opinion leaders are contacted by brands to serve as “walking billboards“. So, for many it’s a dream life: simple work, receiving lots of gifts all year round, and getting paid to showcase them. However, it’s not that simple; you need to be comfortable with social networks and accept having no private life.
What is the goal of influencers ?
So, influencers have only one goal : to grow their communities sufficiently to attract brands to them !
However, the degree of influence is not solely linked to the number of subscribers or the size of the community. They must also demonstrate trust towards their community, be consistent in their messaging, and create a sense of closeness with their subscribers.
Nevertheless, they can be criticized for not being transparent enough. Indeed, we don’t know if the products and services promoted by influencers are truly products they appreciate and recommend or if they are paid by the brand solely to speak positively about the product.
Content yes, but quality content to reach and stay at the top
Moreover, quality content can take different forms; however, to produce it, it is recommended to respect the following criteria:
- Firstly, the atmosphere: a good phone or high-performance selfie drone, innovative and attractive settings, good lighting, perfect framing, mastered and audible photo or video editing.
- Secondly, the impact : avoid content of a vulgar nature, damaging to morals or the image of the brands they represent.
- Thirdly, eligibility: there is no maximum age, but you must be over 13 years old. This is the rule on social networks. Be careful if you lie about your age, the money earned can be taken away and your account closed. And yes, it’s not a joke. In 2019, the streamer “HlghSkyl“, a Fortnite prodigy (then aged 12) or “RowdyRogan” in 2020, the Call of Duty prodigy, (then aged 6) were both banned from Twitch for this reason.
Certainly, it’s not easy to meet all these criteria from the start. If you want to become an influencer, you’ll necessarily have to start with your own means. However, the richness of content attracts, and it’s absolutely essential to bring your own creative touch to stand out and break through. Thus, you will increase the atmosphere as you progress.
Also worth knowing about the influencer profession
So, this economic model works well and attracts more and more people: customers have more trust in their favorite influencers than in advertising messages promoted by brands. Similarly, brands targeting parents generally trust this system.
In concrete terms, it’s an indirect way of advertising, and it works !
The influencers :
Some data
On average :
- Accounts that have between 1,000 and 10,000 followers (micro-influencers) have an engagement rate of 6%
- For accounts that have between 10,000 and 100,000 followers have an engagement rate of 3.2%
- Accounts that have more than 100,000 followers have an engagement rate of 2%
Nabilla
Nabilla, a former reality TV star, is now a well-known French influencer. She is followed by over 6.4 million people. She mainly shares her private life but also partnerships with brands as well as promoting her own company nabillabeauty.
Caroline receveur
Caroline Receveur is also known through reality TV. She then became a TV and radio host to finally become a dancer who created different brands. She is well-known for creating the Wonder tea brand, but also for her successful blog. Subsequently, she created a clothing brand as well as a beauty products brand. On Instagram, she is followed by more than 4 million people where she shares her daily life, but she also posts promotions for her various companies and partner brands.
L'atelier de Roxane
L'atelier de Roxane is a family of influencers who became known on YouTube thanks to the recipes they posted online. Roxane, a former contestant on the TV show "Best Pastry Chef" is now followed by 3 million people on YouTube and 1.7 million people on Instagram. On Instagram, she shares her private life, her life as a mom, but also humorous videos and photos...
Tibo InShape
Tibo InShape is a YouTuber specializing in fitness and sports. On YouTube, he posts numerous videos about sports but also humorous content. He is followed by more than 7 million people on this platform. On Instagram, he is followed by more than 4 million people. He shares sports photos, humorous content, but also his private life.
To conclude, influencers are a good solution for low-cost communication (except for “big” influencers where prices are staggering) provided they are well-chosen: right target, right price, quality content, and an engaged community. Also, beware of fake communities boosted by bots with fake profiles on social networks! Because some influencers use these kinds of bad practices to boost their community…
