Anatomy of an Influencer
The world of influencers isn’t a one-size-fits-all marketing strategy. Influencers come with a range of followers, creating a unique distinction. These numbers and demographics play an integral role in who companies choose to tap for their marketing tactics.
“There are traditional influencers, like celebrities, and new-wave influencers, such as bloggers and social media stars,” said Chiara Bernardi, vice president of marketing, Luxottica Wholesale North America. “In short, celebrities are influencers in their own right. The key to any successful influencer partnership is choosing an individual who reflects a brand’s DNA.”
Celebrity influencers can be boiled down to celebrities who have Instagram accounts that boast millions of followers. Just think in terms of the Kardashians and the sponsored content that they promote.
Then there are macro-influencers who have followers in the hundreds of thousands to the millions. According to SocialMediaToday, a site that provides professionals with a view of the social media industry, they typically have a strong influence over a specific category such as beauty, fashion or lifestyle.
The next category would be the micro-influencers who make up the biggest group. The key to this influencer demographic is actually their smaller, more concentrated following. These accounts give brands a more authentic reach than accounts with larger followings. They are often more relatable to their audiences and better allow brands to engage with more distinct, target audiences.
“I think the advantage influencers have is that they are somewhat ‘more real’ than celebrities. Their followers are engaged and want to buy into their style, aesthetic and lifestyle of course because they like it, but also because it seems attainable,” said Lillie Ayton, head of PR at Cutler and Gross.
Sophia Visanji, OD, at OPTYX Eyecare believes that harnessing the power of social media and influencers is a key tool for the eyecare industry. “It’s 2018, everything is digital,” Visanji said. “It is imperative that ODs use this to their advantage as well. It is also far more cost effective than traditional methods, which is a huge plus when it comes to marketing budgets.”
She said, “I think along with using social media as a great way to market brands and services in the optometric world, it is becoming more and more important for all businesses to have a brand identity and a digital footprint. Using social media as a tool for brand recognition is equally as important as using it for marketing.”