Reach is not influence

Reach, in the context of online marketing, allows content to be seen by different people. But reach, which is actually the number of followers or “unique visitors” in a given period, is not necessarily influence.

When brands tap influencers who are not actual users of the product, the credibility of both the influencer and the the brand are affected, having lost authenticity in the process. This is where reach can lead to a new marketing problem for the brand.

In this day and age, it is so easy to know what an influencer actually uses. Scrolling past their personal posts on social media reveals their true brand preferences.

The goal of tapping influencers must be clear.

Many brands want the reach of the influencers, but they forget that awareness can still lead to negative brand association if lacking in authenticity.

Brand owners need to create a relationship with customers, but they should find a real connection. Influencer marketing is simply partnering with active social media users, such as bloggers and celebrities, to create and share relevant and unique content in a genuine manner.

Brand owners also commit mistakes of not establishing a personal relationship with influencers and potential influencers, not bothering to know what products they use, or not making the influencers experience the brand in a deeper, exclusive manner. Many tap influencers with the intention of using them as “loudspeakers,” to push awareness of their brand in one big thrust.

Influencers commit mistakes by endorsing products they don’t use. Accepting an ad hoc project may even affect their future influence.

Influencers must have the wisdom to say “no” to offers or conditions that may inhibit their effectiveness as a trusted source of advice.

Brand owners can use six questions to help them choose their influencers.

1.) Authenticity: Is the influencer a real user of the brand?

2.) Also on authenticity: How big or strong are his or her organic posts compared to the sponsored ones?

3.) Trustworthiness: Is the influencer trusted by readers?

4.) Relevance: Is there a fit between the followers of the influencer and the brand?

5.) Expertise: Does the influencer have expertise about the brand?

6.) Inspiration: Does the influencer inspire her followers?

Answer these questions before tapping your next influencers.