+Note: Do click the picture & read the whole thing, it is depressing from beginning to end, of which this last bit is the punchline. That said this is a very specific & large company too, but it has several quotes in there we will feature later as they are what you see or read when dealing with the people in charge.
Influencers are going to start disappearing. Brands are going to start realizing the amount of followers you have doesn’t mean shit. Just because photos look good and have 200,000 followers means nothing. You can’t rely on content creators all day long. For the influencers, their entire business is about relationships and friendships. Someone was at Vice, so uses their friend to do photography. Someone knows someone else at Instagram so gets featured on the trending page. We live and die by these platforms today.
Source: Confessions of a social media exec on influencer marketing: ‘We threw too much money at them’ | Digiday
Takeaways / Key Points about Influencers:
- Now, a car brand posts like six or seven times a day. And now, there is a decrease in quality of work and too many influencers.
- We threw too much money at them and did it too quickly.
- We have no idea what to pay them.
- At this major car brand I worked for…[hired somebody]… because the CEO’s kid liked someone.
- It’s like your first job, and you don’t know what you’re worth, and you’re just throwing numbers out there.
- These people don’t understand budgets.
- Influencer Agencies don’t really work.
Wanna Succeed / Be an Influencer?
- Know your value proposition
- Be able to speak on the specifics & demographics of your followers
- Also understand what they are looking for / budgetary concerns / everything
- Have solid metrics to back up what your audience engages in
- Know that you are in a crowded field by being specific to what they want