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Influencers should be trusted both
by their followers and their clients.
While they are paid to promote a
brand and briefed accordingly,
influencers are granted leeway to be
spontaneous. The tone of their messages
is conversational. To be effective – that
is, relevant and accessible – they need
to use language and approaches
their followers find familiar.
Ultimately, says Mabena, the
authenticity of its influencers is
crucial to the success of any influencer
marketing campaign. “Certainly
influencer marketing demonstrates
the power of digital and social media.
But, most importantly, it helps close the
communication gap between companies
and their markets by providing authentic
human-to-human interaction that
encourages consumers to trust brands
because they trust their peers.”
WHO ARE SA’S INFLUENCERS? ?
convinced by Moerdyk’s argument. According to a recent study by Top: Actress/singer Selena Gomez is the world’s
Unlike sponsored individuals of management consultancy McKinsey & highest-paid influencer at US$550 000 per post.
the past, she reasons, modern-day Co, word-of-mouth strategies such as Middle: Footballer Cristiano Ronaldo has nearly
influencers communicate directly with influencer marketing generate more 116-million Facebook likes. Bottom: Vodacom
their online followers via blogs and than twice the sales spawned by paid used influencers to promote its Deezer app
posts on a variety of social media advertising. But, for it to work, an
platforms ranging from Facebook influencer campaign has to be driven Herman Manson of Marklives
to Twitter, Instagram and Pinterest. by individuals who are perceived of as (media, marketing and advertising),
both credible and relatable by their Aki Anastasiou of Talk Radio 702
Their messages and photographs are followers. Where do people such as (technology), Dion Chang of Flux Trends
in many cases amateurish ‘selfies’ and this come from? (trends and design) and Asanda Sizani
are not edited or styled by the brands of Destiny magazine (fashion) as
involved and their marketing teams. It is not unusual, both internationally some of South Africa’s subject-specific
and locally, for brands to continue to influencers. But today’s influencers
pair up with high profile individuals are not only celebrities or prolific
for influencer marketing campaigns. bloggers; they are also everyday people
These include entertainers, well- whose opinion holds sway and whose
known sportspeople, popular bloggers knowledge is trusted. >>
and thought leaders in their fields.
Knowledge and trustworthiness about
specific topics is often a criterion for
selecting influencers.
Mabena names Khaya Dlanga
of Amstel Lager (marketing and
communications), Uno de Waal of
Between 10and5 (digital publishing),
August–September 2016 strategicmarketing 43
