Article

Rebekah Mackay Miller
Rebekah Mackay Miller 24 August 2016

Harnessing the Power of Everyday Influencers to Drive Sales

There continues to be a real buzz around brands collaborating with major influencers – such as popular personalities on YouTube or Instagram – but this is only one piece of the influencer puzzle.

For brands that want exposure to a wider audience, these social media stars can form a key part of their social marketing strategy. But while major influencers have the reach (sometimes millions), there’s often no direct correlation to real influence and a tangible sales impact. 

Everyday influencers aren’t widely known. They’re not celebrated, yet it’s in this sphere that the true potential of engagement and collaboration lies. We’re talking about real, ordinary everyday people, like you and I, who are passionate about brands. They are considered experts within their groups of friends and as such their opinions are trusted. They also have a predisposition to share their expertise. We call them brand advocates, or ambassadors, and we define them by their likelihood to recommend products to their friends.

The fame trap

Working with the internet famous does have its place and has arguably redefined how brands distribute content to their consumers. But it’s crucial that brands are clear on their role, and also recognise that the objective of the influencer will differ hugely from their own.

Ultimately, influencers have their own agenda – they want to grow their audience and build their profile. Consumers are savvy and recognise that, much like celebrities, influencers are paid to endorse products. With a recent study from influencer marketing and media platform SheSpeaks revealing that 1 in 4 influencers have been asked not to disclose when they’ve been paid by a brand to promote it, it really shouldn’t come as a surprise that only 18% of consumers trust influencers.

There is also the question of authenticity – is an influencer genuinely passionate about your brand? Maybe. What about a brand advocate or everyday influencer? Absolutely. The proof of this is in the reward – influencers will demand a fee for promoting a product – real consumers do it out of a genuine love for ‘their’ brand, and recipients of their recommendations see this. 

Authenticity breeds impact

According to Nielsen, 81% of UK consumers still trust recommendations from friends over any other form of advertising. Womma tells us that one offline recommendation drives 5x (up to 100x) more sales than a paid media impression. This is where influence meets impact. 

The gap in consumer trust of influencers versus everyday influencers is significant. While working with high profile bloggers and vloggers is far sexier and will deliver awareness and reach, everyday influencers with a much smaller following will deliver greater impact – because a much bigger proportion of recipients will trust their influence.

Best of both

To benefit from reach and impact, brands should adopt a holistic approach to an influencer programme to deliver at both ends of the spectrum: from the social star with a huge following, to the everyday influencer whose recommendation drives sales. The strongest strategies will integrate the best of both.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more