This article is just meant as a guide so it’s actually up to you to make exceptional cases if you believe a specific influencer will help to boost your company image :D
Let’s start with number one:
1. Relevance vs Number of followers
In the words of the famous Malaysian blogger, Cheesie (2015);
Relevance counters Quantity. Quantity may be low but if Relevance is high, the overall effect should still be positive.
To explain further, as mentioned in 2 huge advantages of using influencer marketing, the influencer’s list of followers have a genuine interest in the influencer’s updates. Thus, these followers will trust their favourite influencer’s judgements.
So if the product advertised by the influencer is relevant to their style or what they are passionate in, you’ll be reaching the right target audience. In other words, getting a relevant or brand fit influencer = correct audience = more awareness = more customers!
2. Content quality
Another important thing to notice before choosing your influencers is the their way of writing, or content quality. The content has to look authentic in order to gain better credibility impression from the audience/followers. And what do I mean by authentic?
i. A photo that doesn’t look too staged.
So let’s start with the first picture by Naomi. I have to say, she looks amazingly stunning, posing with the Peel Fresh juice. However, don’t you think that carrying a 1 litre carton everywhere (as claimed in her caption) is rather unlikely? It’s really heavy and besides, girl’s handbags are getting smaller by the day you know.
Reuben’s product placement picture has a more authentic ‘feel’ because it shows just him relaxing and playing a game on HP’s gaming laptop. You can also notice that the main selling point is the portability of the laptop.
Just to add, I would like to highlight how Reuben typed his captions. It has a sense of humour which is his nature in real life and that’s great! It shows he has full creative control over his content, which brings me to my next point.
ii. Captions or descriptions that are genuinely from the influencer.Chriselle must have put into that picture? It’s so picture-perfect that it deserves to be on posters! Anyways, back to the topic, if you have followed her Instagram, you will notice that this caption is a little off compared to her usual Instagram posts (which are normally one-liners). This long caption is definitely informative for her followers, but do you think it is effective?
Michelle’s caption is simple and sounds as though she genuinely likes Shiseido. It may not have a lot of information about the product but sometimes, something simple goes a long way, especially in this case.
Just as a reminder, everyone in the world is unique so every influencer will have different influencing power and style. This article is just meant as a guide so it’s actually up to you to make exceptional cases if you believe a specific influencer will help to boost your company image :D
I hope this was helpful enough for you! If you have any questions, feel free to leave a comment and I’ll provide answers from experts (we have spies everywhere ;D)
Image credits in order: