Influencer Saturation: how do Leaders stand out in their Niche?

Rise of influencers

The rise of social media gave a voice and a following to thousands of people worldwide. Soon, their influence on people became noticeable, and they began to be known as “influencers”. It didn’t take long for this new occupation to be monetized through various mobile apps, and with that hundreds of thousands of people tried to follow their path and live off social media.

And, of course, it didn’t take long for that to become too many people. Now there are millions of influencers spread out throughout the world, in many kinds of niches and with wildly different amounts of followers and influence power.

At the same time, many brands started drifting away from influencer sponsoring. Falsifying follower count, low engagement and distrust of sponsored content by their fans led to many losses in the marketing field for many different companies.

Even so, many people seem to continue to be successful, and from time to time a new influencer star manages to rise somewhere. How do they do that? Let’s talk a bit about that.

Steady Quality Content

Maintaining a steady stream of quality content is of course the bare minimum an influencer should do. In a time where there are hundreds of other people competing for attention in the same niche, this becomes especially critical.

Also, it is important to stress the need for quality content. People know when something is low effort and was made just to fill the void. People know when they scrambled out something just to satisfy their sponsors. Whatever they do, quality has to come first.

Being an influencer isn’t just about having a good time on social media and getting paid for it. It is a responsibility. People expect something from you, and you shouldn’t let them down, much less play with their feelings.

Getting Intimate

The most important difference between an influencer and other celebrities is the level of intimacy.

Celebrities are unreachable. Their relationship to their fans tends to be quite distant. Many don’t even have social media accounts. What makes them famous is what they do: they are great actors, musicians, entrepreneurs, that kind of thing.

Influencers, on the other hand, get their fame exactly by being close to their followers. They talk about their daily life, their job, the things they do in their free time, and that way they create a special relationship with their fans.

And people like that. People want to feel connected to their idols. People want to talk to them as if they were talking to a close friend. They want to relate to what they see and hear.

Engaging your followers, especially engaging directly (such as by talking to them on Twitter), is an incredibly powerful way of keeping them close to you

Being Honest

And it is also very important for that intimacy to be honest. Not forced or faked out just to get money, but coming out of the true desire to connect with people.

You may be a great actor and manage to fake that out for some time, but one day the truth may come out and ruin your life. You’ve probably seen many examples of similar cases that end up destroying the influencers’ careers.

This also means that influencers can’t just go out and accept any sponsorship proposal given to them. They have to stay true to their followers, to their own opinions and to their niche. They can’t just advertise a product of questionable quality and expect to be taken seriously after their followers report the problems they had with them. Products that they wasted money on because they endorsed them.

Even more, being true and honest is a quality that companies are looking for today, even more than having hundreds of thousands of followers. The key to being an influencer isn’t having a huge following, it’s actually influencing people. Managing to make most of some hundreds of people engage with your brand for a small cost is much better than paying thousands of dollars to get no return at all.

Even though there are hundreds of thousands of influencers out there, quality influencing is now seen as more of a quality-over-quantity occupation, rather than quantity only. And from this comes the opportunity to stand out among your peers and be successful, even while having a small, but loyal, following.

Social Media Influencer Marketing

Does your brand need an influencer?

Today’s influencers aren’t very similar to the people we would call “influential” some years ago. The influential people of before were highly accomplished people who would also offer advice or coaching on the fields they excelled at and also had some form of activism of philanthropy. Bill Gates, Steve Jobs, Oprah, Stephen Hawking, Madonna, and Nelson Mandela are some of those “old-guard” influencers.

Now, with the widespread use of social networks, the people who have gathered a sufficiently large following (for many different reasons) and now share their opinions publicly have come to be known as “influencers”.

There is no sense in discussing if they are inherently “better” or “worse” than the influencers of old, as they are a fact of the present world that is not bound to change any time soon. However, there is a discussion that is much more useful and that you might be interested in: how could they benefit your business?

Let’s take a look on the modern influencer scene and find out how they could help your brand grow.

High reach

Most of those influencers are willing to advertise many kinds of products to their audiences. After they get a big enough fanbase, it becomes profitable to get a living just from their posts and live streams, more so than from their previous main source of income.

However, social networks normally aren’t profitable per se. You can’t get revenue from ads like you can in a website or a phone app. So that is where paid advertisement comes in.

Although many influencers tend to opt for subscription services such as Patreon in order to sustain themselves with the help of their fanbase, and as such not rely on paid advertisement, many others remain open to ads even at their peak.

It is then a matter of finding the right influencers for your brand. Each one has access to a different audience, a different number of people, and has different standards for the kinds of stuff they do marketing for. But they are all very influential for their followers and can reach easily.

After finding the right ones, you can do one-off ads, marketing campaigns, or even establish long-term partnerships. It all depends on what your objectives are. If you even try to go after the traditional approach of buying ad spaces on TikTok, you are going to see it won’t be as easy as you’d like. The “TikTok for Business” page already greets you with the saying: “Don’t make ads. Make TikToks”. Making ads in TikTok is all about not making your ads look like ads. They need to fit in, otherwise they will just be ignored. Read more articles: Emojis and Memes 

Younger audiences

Influencers are especially interesting if you are looking to attract younger audiences. Companies that develop mobile games are probably the kinds of companies that hire influencers the most for that exact reason.

Younger people are more drawn to today’s influencers because they tend to talk about the kinds of things that they deal with daily: technology, shopping, cooking, relationships, those kinds of things. They also use the same social networks and use the same kinds of internet lingo and memes.

And, even better, no one knows the influencers’ audience better than themselves. They are always in touch with them and interacting in many ways. They can even give some tips on your ads and brand and find ways to make them more appealing.

Niche subjects

If you are wary of going after influencers because your product is a bit “too specific”, it may please you to know that there are influencers in many different kinds of circles, and that includes many which specialize in talking to people that like niche subjects. That includes political Youtubers of many different kinds, history buffs, game reviewers, game players, book writers, life coaches, among many others.

And they can be even better than the mainstream influencers. The communities of those kinds of subjects tend to be rather small, so not only do the people that are part of it know the influencer, but he or she is probably close friends to many of them. They know their audience in a much better way. So, even better than an ad person, you may even get them to become your adviser if they like your product.

Influencers can really help you get your brand out into the world, it is just a matter of finding the right ones for you.