The Power of Influencers

Companies often develop relationships with social media influencers in an effort to build their brands. Read on to learn how this is done.

This week we’re talking about blogging as a way to build brands, whether it is a personal brand or a company one. Something I don’t think people today realize is how much power bloggers and influencers can have, especially when it comes to promoting brands.

Influencer Marketing

A site like Facebook possesses an unimaginable power in advertising (and even in politics), but I want to focus on how smaller influencers and blogs can promote a brand in a simple and non-manipulative way. Some call this method of brand-building influencer marketing, which Jenn Chen has defined as “a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.” If you are working for a company trying to build their brand, or if you are attempting to build a personal brand, this is a really useful tool.

Personal Brand Building

Sarah Green talks about the importance of a personal brand in today’s society. If you plan to be an entrepreneur, you need to make sure that the information people access about you is relevant and will draw people in. One way to do this is to blog about what you represent. The important thing about this is that you also need to target a specific audience with your content. If you try to reach everyone, you’ll reach no one. Aiming for a highly specific niche is the best way to build a brand.

Using Influencers to Build Company Brands.

The website ProBlogger gives tips for ways to use influencers to build a company brand. Now, use seems to be a harsh way of putting this, and this site stresses that it is important that the bloggers or influencers never feel used. The proper way to put it is that you’re helping them, and they’re helping you; it is a sort of symbiotic relationship. The influencer promotes the brand, and the brand gives the influencer exposure. Two of the more important tips in my eyes were to give bloggers your product, and ask for feedback. We see this kind of activity when cosmetic companies try to build their brands. Oftentimes they will give products away to make-up vloggers on YouTube and have them review the product. This creates a healthy relationship between the blogger and the brand, and makes the blogger feel that they are valued for their opinion.