Reach the Influencers, Reach the Masses!

In Fashion Law by FASHIONENTLAW™

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Reach the influencers, reach the masses! It is that simple. Almost four years ago when I began what is now Ladybrille Magazine, I recall realizing, almost immediately, that as much as I wanted to take my message about contemporary Africa to the Western masses, it would be impossible to do so if I did not do go through Western influencers. These influencers had to be further hyper-targeted to include those that were extremely comfortable in discussing Africa beyond the stereotypical Africans they saw on Western TV.

Over time, I have shared this philosophy, especially with Africa’s fashion and entertainment industries. So, you can imagine how thrilled I was when I read Fashion Marketing guru Macala Wright’s article, thanks to @staciriordan, discussing this topic on Wright lays it out so well, it is a must read, must bookmark, must archive.

“[Stand Out] Macala Wright Lee is the publisher of FashionablyMarketing.Me. Wright Lee is a retail consultant who specializes in marketing consulting for fashion, luxury and beauty brands. You can follower her on Twitter at @FashMarketing.

Simply put, there is no one single way to measure online influence. And in the past, measuring influence has been based on popularity or celebrity. In a recent post, Brian Solis, principal of The Altimeter Group, wrote, “If we look beyond the word ‘influence,’ we see that the ability to measure effect is complicated and elusive. I believe, however, that we’re closer to measuring social capital, at least in a digital sense, than we are [to] measuring outcomes.” This means that online influence isn’t about popularity, it’s about expertise.

Targeting the Right Influencers

It’s important for retailers and brands to focus on targeting small groups of online influencers who are experts in the niches they cover. First and foremost, “don’t think of online influencers as media contacts,” says Derek Skaletsky, vice president of business development for Traackr. “Online influencers don’t care about news. They care about experiences — especially unique experiences that help them differentiate themselves to their audience.”

The need to focus on relevant influencers rather than the most popular “social media celebrities” can be explained in three ways, says Pierre-Loic Assayag, president of Traackr.

  • Relevant influencers create signals. The “big fish” create noise. For decades, advertising has trained marketers that noise equals success, which isn’t true. Getting the attention of influencers who have built authority with a target audience and have earned trust in communities relevant to specific businesses is what yields the best return.
  • Targeting relevant influencers drastically increases the “engagement hit rate.” Instead of reaching out very generically with yet another media coverage request, you’ll be talking to someone genuinely interested in your issues, industry and products. . . “ has the full story.

By the way, have you all seen this documentary on Influencers? It is a must watch.

INFLUENCERS TRAILER from R+I creative on Vimeo.

Closely related is “Whose Cool?”

INFLUENCERS in-depth Series / STEVE STOUTE from R+I creative on Vimeo.



WHAT IS Fashionentlaw™: It is a law blog discussing hot topics in pop culture that arise primarily out of the fashion industry and intersects/ collides with the law. WHAT I DO: My name is Uduak Oduok and I am a California licensed attorney who helps creatives and business owners sleep better at night by protecting their creativity and reputation, securing their rights, and helping them with the monetization of their intellectual assets. WHO I WORK WITH: I have counseled a range of clients from musicians, models, actors, actresses, and designers, to diverse business owners in numerous areas of the law including contracts, business law, fashion and entertainment law, copyright, trademark, and intellectual property law. I bring over two decades of first-hand knowledge and experiences that are as diverse as they are deep in the fashion and entertainment industries (modeling, retail, production, public relations, journalism, and publishing). I am an attorney who “gets it” when it comes to resolving legal issues for the fashion and entertainment industries. INTERESTED IN TALKING TO ME ABOUT LEGAL REPRESENTATION? To arrange a consultation to discuss your case, contact me today at 916-361-6506 or email me directly at ( Full bio: Ms. Uduak Bio/ Twitter @uduaklaw

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