bring me a higher low.
This article is contributed by an uninspired, uninfluenced, and uber unnoyed netizen who understands she is ranting about a #firstworldphenomenon.
As a Marketing professional, part of my job is to try and keep my job.
It used to be so much easier, back in the day, when there was just that few traditional local channels to bet our advertising budget on.
Got a product for the English-speaking young urban professionals? okay, we’ll buy a print ad in the papers, a string of radio commercials on morning drive time, and a FPFC ad on some trendy publications. Oh, you wanna get the Chinese-speaking housewives? No problem, Thursday coupon ad-space for you it is. You’re peddling cosmetics? How’s about a billboard on Orchard Road, with a building-wrap of your fully photoshopped testimonial campaign fronted by the hottest TV artiste media darling currently on the 9pm show.
Today, we’re slicing up that advertising budget pie and having to squeeze it – by the chunks and the crumbs – into a smorgasbord of audience channels – each with its own complex set of data, returns and accountabilities. Sorting out digital channels alone has taken us a decade – a decade full of disruptions mind you – not to mention matching talents to brands, and managing celeb endorsements which is a whole other kettle of fish.
“IN” COMES THE “FLUENCERS”
INFLUENCER is defined as: (n) a person or group that has the ability to influence the behaviour or opinions of others: The influencer is the individual whose effect on the purchase decision is in some way significant or authoritative.
In the summer of 2015, (I’m pegging it to the success of DW – a defining moment in influencer marketing), it was like media added a new train station, but forgot to invite us to the launch. Clients started asking Marketing depts for their “IG strat”, demanding that their products be featured on the social media feeds of “influential members of society”.
Guided – I’m afraid – only by gut-feel, rigged data, poor research, and a sense of desperation, brands seem to be throwing money and/or products into a numbers game, proud of themselves for having out-sourced, piecemeal, their content strategy, and hiding under the safety blanket that in any case, it’s only a small spend for a fan shout-out vs a big spend for an ambassador.
Hey brands, I got news for you. Aligning yourselves with the wrong influencers can really hurt your brand equity!
You can imagine my horror (and amusement kekeke) when some of these social ticking bombs started to go off. Come, let’s all be reminded of the Faves Asia fail. and the one where a blogger asked for free haircut, got denied, threatened the salon, then claimed she got hacked? and (I’m surprised no one has mentioned this) the recent strong of shitty v-log endorsements of this cosmetic brand that starts with R and rhymes with immel?
THERE ARE INFLUENCERS, AND THERE ARE UNINFLUENCERS
We all have that pool of “uncool” acquaintances/relatives that we keep around (mostly because we have to) and we don’t like to admit it, but whatever they buy / say / do, we make a secret point to buy / say / do the opposite. I call them the unfluencers.
Apply this life-skill when selecting influencers pls.
Instead of being distracted by shiny stats, like number of followers, and number of likes, I implore you to implore your marketing person / agency to scratch a little harder and dig a little deeper. There are even tools that can help you weed out spammier accounts so you don’t fall for aesthetics.
CALL TO ACTION
Sounds a little dramatic, but I wish there was a FLUENCER POLICE VIGILANTE BODY, who would help us call out #uninfluencer s.
to be continued