Carla Caban – Lynda Requirement
By Carla Caban
April 30, 2017
For my first time using Lynda I thought the platform is very helpful and does have a very wide variety of courses to take. Since I am a graduating advertising major I wanted to look up something that would be related to my field. In advertising the use of celebrity endorsements and influencers is something that has been known to show good results. Therefore, for this I decided to learn more about Influencer Marketing and the steps behind finding an influencer that will benefit your brand as well as help create a more personable connection with the target you are trying to reach.
The first thing that the course mentioned was the importance of authenticity. From research, people tend to listen to what their friends and family recommend to them . They are more likely to look up a product or buy it if a recommendation for that products comes form a trusted source. According to the Razorfish Fluent report, online influencers such as bloggers and social media influencer score second only to your closest friends and family. This is where influencers can sneak in and make an impact.
According to the course many brands forget to focus on where the end consumer’s trust really is, not in the ads they serve them but in the messages covered by their friends, family, neighbors, coworkers and other influencers. The tricky part is finding the influencer whose audience matches your brand and how to work with them in order to produce a majority illusion about your product or service.
There are 4 different types of influencers: Macro-influencers, micro-influencers, brand ambassadors and unhappy customers. Macro-influencers refer to musicians, actors, professional athletes, business leaders and platform sensations. These people have developed an elevated status on specific social media platforms by building a hyper-engaged audience. Micro-influencers compared to macro-influencers have slightly less reach but a highly engaged follower base. They are non-celebrities, experts in a specific field, passionate about a specific subject, with a follower account of 100K followers or less, high engagement rates and capabilities to motivate others to take action. Brand ambassadors are consumers who are already fans of your brand, with them the goal is to spread brand advocacy. Finally there are the unhappy customers, these are the people that have had a negative experience with your brand and share it on social media. With these cases it is important for the brand to quickly respond to consumer’s concerns and be apologetic about their bad service.
The course goes on about how to identify the right influencers for your target as well as what kind of influencer works best with your desired goals. It again, emphasizes the importance of authenticity and how this will ultimately be how you will best connect with consumers. It is also imperative to keep good relations with your influencers since you are designating them the responsibility to carry with them your brand’s values. This course really helped me understand all the little things that need to happen in order to find the right influencer for your branding how to maintain good relationships with them. As an aspiring advertising professional this is something that will help me when working on certain brands. I also loved using Lynda, there are so many different courses!
Here’s a quick read about how Fire Festival did it wrong with influencers.