NATA PR MODEL NO 3 - Identify the real influencers
With so many people online claiming to be influencers, it can be difficult to identify the real ones. Every day, our agency receives requests from influencers who want to be added to our media list and receive our press releases, or who are offering a paid partnership where they will promote our clients’ products.
For many of the influencers we meet every week, this is a fleeting endeavor that lasts just a few months or years before they move onto something else. In these cases, it is not easy to see how they develop. However, although the term influencer is overused, some influencers manage to stand out, creating a double occupation and making a good living out of this genuine profession. Noticing this, a few years ago agencies began to educate themselves in how to represent these influencers.
A completely new industry was born and has been becoming more structured ever since.
The role of influencers
Today, influencers sell their services to companies, to present and promote products to their community. For example, we often see them using an item or appliance in their kitchen (YouTube) or enjoying a hotel room (Instagram). Brands and companies post the content the influencers create on their own social media platforms.
At NATA PR, we distinguish influencers – who we have categorized – from journalists, even though some of them have real influence on social media and the Internet.
Below you will find the most common categories, as defined in articles by Bertrand Bathelot on the website www.définitions-marketing.com.
In a marketing context, and in its broadest sense, an influencer is an individual who, by his or her status, position, or media exposure, can influence consumer behaviours in a given universe.
• Media celebrity influencer, used in celebrity marketing.
• Thought leader influencer, whose influence often depends on their professional standing (chef, therapist, finance expert, etc.).
• Media influencer, (not always paid) targeted for PR campaigns.
It is worth remembering that Hollywood and pop music undoubtedly created the first influencers and continue to produce personalities that drive the imagination. Think of Marilyn Monroe, who will for ever be associated with Chanel No. 5.How can we find the people who will have an impact on our clients?
Don’t spread yourself too thin. Try to find five contacts, three in traditional media and two web influencers.
Here are some examples of questions you can use to find contacts:
- Who is your client or target (age, gender, specific social group)?
- What media do they consume (newspapers, specialized magazines, TV, radio, lifestyle blogs)?
1- Consult Vogue USA (fashion magazine)
2- Check the publication date of the most recent articles or blog posts
3- Conduct searches on LinkedIn, Instagram, and Twitter (still useful!)
4- Try to find their email, which may be next to their signature on the article
5- Purchase or subscribe to publications