Back in 2010, there was a vague use of the term influencer in social media. Although video blogging was already famous at that time, there were just a few who started from blogging and then doing vlogging as additional content.
YouTube was the first to encourage bloggers to create video blog content. Creators saw the opportunity in Facebook, which eventually led users to create more video content on the social media platform. Facebook, along with YouTube, set up the trend for the rise of influencers that attract mobile device users daily. But before the direction of lifestyle influencers became popular on Facebook and YouTube, they gained traction on Instagram. Lifestyle influencers were getting more popular on Instagram than on any social media. Sponsored content on Instagram became in demand. This started the rise of influencer marketing.
Instagram accounts became an extension of a business, complete with hashtags that connect Instagram influencers to a company and the people who follow them.
Soon, all social media platforms have developed their influencers. Bloggers who were previously tapped for collaborations and campaigns are now labelled influencers and moved up to a higher tier. Celebrities likewise crossover to social media and, without much effort, became influencers and brand ambassadors. They now share the industry pie with bloggers and vloggers.
Brands are now interested in influencers to promote their products because of their strong followings. A single caption post with generated hashtags can turn into marketing sales for the brand. In return, brands offer ex-deals, or the influencers are paid for the campaign assigned to them.
There is no significant difference between bloggers and lifestyle influencers. They’re both parts of the influencer marketing component.
To know more about the value of influencer marketing, here’s an interesting article we’ve found on the web that you might want to remember. See “Proving the value of influencer marketing.”
In recent years and up until today, blogging continues to be the source of additional information on current events and brand promotions. There are also unique stories that blog sites offer to their readers, such as reviews and personal opinions.
The term “influencer” can be pretty confusing at times. If taken literally, anyone can become an influencer – regardless of the social media platforms that he/she uses. So if someone heavily influences people’s buying decisions or opinions, even just on Facebook, they can already be called an “influencer.” However, under an advertising or PR lens, one may need to meet specific criteria (e.g. the high number of followers, presence on all social platforms, engagement on the page) to be called an influencer.
Do’s and Don’ts
- Be authentic and honest about what you post
- Engage with your followers via comments
- Update your page regularly
- Heavily filter/edit your photos to the point that it looks unrealistic
- Post competing brands within the same week or month
- Post photos/artwork/videos that are not yours (unless proper credit is given to the owner)
- Don’t make misleading remarks din just because a brand partner is paying you.
In terms of criteria, from a PR perspective that we’ve collected, in summary, a brand or lifestyle influencer should embody the brand’s value, be a brand ambassador/advocate themselves, create quality and creative content, and influence his/her followers.
Influencer marketing significantly changed advertising in countries such as the Philippines with brands switching from bloggers to influencers because of immediate feedback and impressions/likes.
To learn more about unique approach in influencer marketing, visit this link here.
*Photo credits (Myke Soon/Sweetic Lomuntad)