Anders Holmberg Lange is the Co-Founder of Entername, a company with the core belief that strategy should be simple, understandable and evolving. Designing 360 digital campaigns and leading selected clients from digital transformation to digital excellence in Marketing, business and sales. Anders has been working with major global brands the last 15 years, taking them from digital transformation to digital strategy to digital excellence and delivering double digits growth rates across the board. He worked in industries like fashion, banking, entertainment and for leisure companies. No matter there were fortune 500 companies or startups, Anders was always building around a gamification approach creating win-win strategies.
Sharing from his experience, Anders details below the world of influencers, turning it from complex to simple.
The world is complex, it is no long a straightforward world of advertisement and marketing. A new power is rising: Influencers. But it is still young and still needs to find its place in the world, everyone still think they can be an influencer. Just to be clear Influencers is not a new thing! it has been around since products had a brand name. The good example is The Oscars, think how important it has been for designers to be on the red carpet with the right star. That star is the influencer. The major change has come with Social media, which gave everyone a chance of becoming an influencer.
We work with three levels of influencers – Nano, Micro and Macro – and five sublevels – Global, International, nation, region and local. It is important to work with the three levels, because it just makes sense. When you design campaigns, make sure you look at the goal they have. Each level has its purpose and positive/negative sides. A nano influencer, for example, is someone with very few follows, but with high engagement rate and very loyal followers. Recruiting them will lead to a higher conversation rate and it is significantly cheaper than expected if your brand fits their lives. Nano influencers are typically very true to who and what they are and they are usually people who are strong within the Local and regional level.
Micro level is the next level over Nano. Those influencers have more followers, but less engagement and less loyalty. They operate on a National and regional level and still have strong connections with the consumers and followers. Micro still keeps the persona of not being a commercial influencer liked by the followers, but still be on the road to becoming one. Building relationship with micro influencers will strengthen your Co-op if they become macro influencers.
Just a note at this point. It might be better if you design a strategy for micro and nano level more than a macro. For the simple reason, if a macro influencer fails or end up in bad standing then it will hit you hard and very public. While if a micro or Nano fail, that doesn’t have the same impact.
The Macro level is the big stage, the likes of Rihanna or Kim Kardashians or the world. They have huge reach, but less engagement, but have a mix of a very loyal group of followers and others. You can see them a little like TV, it is about getting your brand out there. Macro is a higher risk just because the expenses are higher and, in care of failure, the hit would be a hard one and would generate a PR crisis. Just take a look at the Subway influencer crisis.
Now that all that is in place, you must remember the influencers are just people and people do have different personalities and skill sets. I want to run through some of them here, just to give you an idea on what you need to think of when you are choosing your influencers personality mix.
We have the Celebrity, it is the macro influencer working on a international or global scale. The rise of this influencers star can come from different paths. Just think of what the Kardashians are known for? And what is Rihanna known for? Bill Gates? They all come from different places, but it is more about who knows them and how many people do. It is about growing and making a living from the influencer’s life. They have a lower engagement, but in return they have huge numbers of followers that followers them just because of who they are. Their power is in their status and reach.
Then we have the Source of knowledge, the influencers who use reason. They can work on a macro level because of the quality of content that they produce. People follow them for their opinions and the way their deliver content with value. The good example could be news reporter, magazine or newspaper. Their have a very general knowledge and width range of topics.
The specialist is someone with a unique set of knowledge points. It could be everything from industry specific or subject specific. The key to understanding the influencers is that their have few followers, but a high engagement, because what their say hits the heart of the subject. There are driven by knowledge and have a great insight to their subject. You can not buy these influencers because their value their own opinion and freedom, you must earn them.
The next one is the Soccer mom, she is the one that will share normal day life setup for the picture. She is the one with a great personality and slowly but steady builds her audience. She has a strong flock of followers that follows her because they can identify with her or want to have her life. This category is extremely powerful and wants to build long term relationships with partners and followers.
The last category I will address is that of the social influencers. You all know them; they are the ones that know you. They will always reply on posts and likes. Their will make you feel as part of the group. They want long-term relationships and are willing to put in the labor. They value comments and replies because those give them the option to connect and interact.
The final note, Influencers can be a power tool and can help grow your business both short-term and long-term. The best strategy can be hard just because the influencer map is changing and so are the platforms. But it is also more then that, Influencers are people and people change over time, so make the investment in knowing them and follow their development. Make personality profiles, so you know which ones matches your branding. Remember interacting with them and grow with them.