It seems like everyone is talking about influencer marketing. Whether it is the recent trends to look more at what influencers can do instead of follower count (finally!), addressing the risks and challenges with influencer marketing, and identifying those who have labeled themselves as influencers, but turned out to be fake. Brands like Mastercard, Audi, and Unilever are just a few who are really taking aim here at influencer marketing and the rise of fake influencers.
This is where micro-influencers are going to be key here to work with. We have to be aware of the overall impact of influencers, rather than just the follower count. This is actually going to be part of the discussion I am going to have next month on an influencer PR/Advertising panel at AEJMC (will make sure to share the slides as soon as I present with you all). This is also something I have addressed in my new social media book. We have to be more aware of are the key characteristics that make a successful influencer marketing program.
Yet, I think one of the best ways to explore influencer marketing is to participate either in a campaign as one, or be part of an influencer program. I have done some influencer campaigns over the years for some brands, and I have been able to join one from one of the biggest global brands.
Which brand I am talking about? I am talking about Amazon.
Yes, that’s right. Amazon has an influencer program you can be a part of. It’s essentially like an affiliate program, but it is labeled as an influencer program. You are able to create your own storefront view, and pick the topics you believe you will most likely focus on.
For me, I decided to go with books and digital products (they didn’t have an option though for coffee!). While this program has been around a year (went from beta testing to being open for all), it’s still a work in progress.
However, there are some good things they are doing that makes sense for an influencer program:
- Integrating social media handles and community. You are able to link up your accounts so you are able to share your reviews here for your community. However, in order to do this effectively, you want to audit your communities to see which ones would want to see this type of content. Personally, I feel there are going to be some platforms I will be able to share this information more frequently than others. It’s all about evaluating this case by case.
- Understanding your niche. Thinking about what you want to gain from this particular program and what fits with what you have to offer to your community is key. Am I a fashion blogger? Nope, but I can offer some insights here related to what I am doing as a professor, so that’s where my book reviews come into play.
- Takes into account the metrics and conversions made by your recommendations. As mentioned before, brands and others are looking at the actual impact you are able to make here with your comments, reviews, and recommendations. This program takes this into account, which is refreshing. However, some of the issues that have come up related to this program is how people could try to “game the system.” Knowing Amazon, I think they will be proactive in addressing this.
In summary, I think this could be something for others to definitely explore and think about taking advantage of. Will this be the primary avenue for you as far as an influencer goes? It could be a part of it, but you want to strategically consider how this could help amplify the work you are already doing on social media, and what can it do for you within this particular community. Personally, I think every author who has a book should be here.
Hope you all are having a great day!
Best Wishes,
