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 Mashable.com. 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, âIf we look beyond the word âinfluence,â we see that the ability to measure effect is complicated and elusive. I believe, however, that weâre closer to measuring social capital, at least in a digital sense, than we are [to] measuring outcomes.â This means that online influence isnât about popularity, itâs about expertise.
Targeting the Right Influencers
Itâs 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, âdonât think of online influencers as media contacts,â says Derek Skaletsky, vice president of business development for Traackr. âOnline influencers donât care about news. They care about experiences â especially unique experiences that help them differentiate themselves to their audience.â
The need to focus on relevant influencers rather than the most popular âsocial media celebritiesâ can be explained in three ways, says Pierre-Loic Assayag, president of Traackr.
- Relevant influencers create signals. The âbig fishâ create noise. For decades, advertising has trained marketers that noise equals success, which isnât 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 âengagement hit rate.â Instead of reaching out very generically with yet another media coverage request, youâll be talking to someone genuinely interested in your issues, industry and products. . . “
Mashable.com 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.
Cheers,
Uduak
FASHIONENTLAW blog, authored by Ms. Uduak, was first established in 2010. It is now incorporated, in 2021, as part of the FASHIONENTLAW LAW FIRM blog. The blog is for informational purposes only and provides legal commentary and analysis on the intersection of mainstream America pop culture and the law. It also provides updates on Ms. Uduak’s speaking engagements and press activities. For inquiries on topics covered on this site, please get in touch with our firm. If you seek legal representation for your specific legal needs, please schedule a consultation.
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