Influencer marketing isn’t just about finding someone with an audience and offering them money or exposure so they can say good things about you. That’s what viral celebrities are for. Influencers are people who’ve spent time building their own brand and cultivating their audience; they will be naturally protective of their reputation and the people who trust them. They’re people who have the patience and focus to succeed in social media, one organic follower at a time—people like this aren’t interested in doing influencer marketing solely for the money.
Influencer Marketing is also not about quick results. It’s the same kind of slow-and-steady approach as Social Media and Content Marketing, where your campaign isn’t about directly selling your wares. Instead, it’s about demonstrating your authority, credibility, and [thought leadership] within your industry. It’s about becoming synonymous with whatever it is that you offer, like when people say they’re going to Xerox a document instead of photocopying it, or to Hoover the floor, rather than vacuuming it.
With Social Media Marketing, it’s a slow game of acquiring the kind of followers who are going to be loyal and engaged. So it’s tempting to think that joining forces with an influencer is going to be an easy way into the hearts and minds of his or her followers—it’s not that simple, though.