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They are ubiquitous, quite inescapable and, let’s face it, they are increasing in number. As more people gain access to social media platforms and discover their voice and accumulate followers, influencers, as we call them, have exponentially increased digital content and ultimately changed the way we interact with brands. .
Marketers and consumers alike have become obsessed with personalities whose activity on social media created space for discussion, inspiration, and affinity. The public’s regard for these personalities has definitely changed over time, but perhaps no change has been greater and more relevant than what happened during 2020, when the pandemic emerged out of nowhere, leaving many of the ornaments of social media almost obsolete. .
Filipinos have spent more time online and have seen the pandemic experiences of different people through the window of social media. So far it has been a time of distance and uncertainty, and people are looking for inspiration and guidance when it comes to what to buy and what to believe. More than the fun that the otherwise “fluffy” kind of influencer marketing used to provide, audiences are in search of what reflects their own realities. Rather than glitz and glamor, the pandemic has led people to a greater appreciation of the value and authenticity of those who dominate the numbers on the wide variety of social media platforms available to us today.
Appreciation for influencers who exhibit qualities of being socially aware and socially responsible has grown. The paradigm shift in online content creation is no longer about #goals, but about genuine expression.
Due to the heavy blows of the pandemic, numerous natural disasters, and even waves of global political change, influencers now have a higher standard as their followers demand more responsibility and accountability from them. Brands are also challenged to generate messages that take into account the landscape of hypercritical and hypersensitive consumers. It’s no secret that one of the most effective ways to build brand awareness and trust is the use of influencer marketing. Organic and relatable content is becoming a trend, making online brands heavily reliant on honest reviews from people their consumers not only admire, but trust.
However, with the increase in the number of influencers, how can you choose the right one for your brand? Where are influencers found amidst different consumer mindsets?
EON, in association with Tangere, conducted a study called “Influencers: Eye Candy or Eye-Openers?” which revealed the different types of influencers in the era of COVID-19 and how social media users perceive their content. The team has identified three types of influencers:
THE INSENSITIVE INFLUENCER
These are the ones who exhibit apolitical positions, ignore what is happening in the country and in the world, and show little awareness or desire to act on social problems. In the era of cancellation culture, this type of influencer tends to be the type that brands should steer clear of. American TikTok star and influencer Dixie D’Amelio is one example of this cohort. She has been accused of being transphobic and racist, and lost more than a million of her followers on TikTok. Off-White and Louis Vuitton designer Virgil Abloh was also the subject of controversy after his comments on protests against police brutality were seen as insensitive and, at best, tangential to the real issue.
THE TOTAL INFLUENCER OF THE PACKAGE
Fun, creative, friendly but still believable; These influencers mix comedy with social commentary to engage people on pressing issues. The Total Package influencer tends to resonate deeply with millennial and centennial audiences, reflecting the memorable humor and wit in which they find much relief during these difficult times. With most influencers confined to the confines of their home, followers would still be looking to strike a balance between entertaining and informing. Vlogger Mimiyuuuh, everyone’s favorite Dalagang Pilipina, is a complete package. In addition to creating viral and hilarious content, he has spoken a lot about various hot topics in society and praises other influencers who are willing to express their opinions and are sensitive to what they post online.
MAKE CHANGES ONLINE
Opinionated, charitable and genuine: They position themselves in favor of the betterment of society and are persuasive in promoting causes and advocates. Although controversial by some, social media users turn to these influencers to amplify the needs and voices of many. With their brave stances on pressing issues, Online Change-Makers seem to have earned not just likes and followers, but genuine respect. Kakie Pangilinan is a change maker who inspires her audience to speak their minds. His courageous and well-thought-out opinions have attracted praise and respect from social media users and have drawn the attention of the powers that be and inspired many others to stand up for what they believe to be correct, however unpopular.
They are the “new generation” of influencers who are authoritative figures from all walks of life, altering and shaping the mindset of consumers. Today’s brands need to catch up with these influencers who have a captive organic audience as they focus on consumers and not customer recaps. Therefore, brands are left with the requirement to consider the congruence of their messages with the personality of the influencer to remain authentic and relevant.
According to the GWI report on Age of Influence and How to Personalize on Social Media, the chosen influencer and their opinions on a product affect consumers’ purchase choice, with 67% of respondents saying they are more likely to consider a brand / product if their favorite influencer has promoted it, 56% of respondents search for them for honest reviews and 37% of respondents say they value the increased authenticity seen in their recent content. The top industries that have recognized this reality early on and are actively using influencers include fashion, cosmetic, and e-commerce brands.
Recently, big-name influencers have made headlines and in almost every café corner conversation. Your actions (or inaction) and behavior (or misconduct) are taking the stage as more and more people realize that their status and lifestyle are, in one way or another, the result of trust. that deposit their followers. on them through millions of visits, clicks and actions. Content is the biggest differentiator between influencers, and accountability is what provides control and balance.
More than a brand, people trust real people. Influencers are real. The goal now is to be an inspiration through actions taken with a sense of purpose in mind. The criteria for choosing influencers have now changed and the push from influencers to reevaluate their content shows how this pandemic has helped us see more of what really counts in this world: a two-way relationship, not a one-way sales channel.
These days, the time-tested adage still applies: Tell me who you follow and I’ll tell you who you are.
This article reflects the personal opinion of the author and does not reflect the official position of the Philippine Management Association or MAP.
Junie Del Mundo is Chair of MAP’s Health Committee, Vice Chair of MAP’s CEO Committee, and Co-Founder and CEO of EON Group, a fully integrated communications consultancy with expertise in corporate and consumer public relations, reputation management, and public affairs. digital marketing and creative technology, and experiential marketing.
junie.delmundo@ eon.com.ph
http://map.org.ph
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