Influencers: Like a pair of jeans, it’s all about the perfect fit

As a Business Management and Marketing
graduate, my studies provided a vast array of insights into the world of
business. A topic that piqued my interest in particular was digital
communications and marketing. As a result of this, I decided to write my final
year dissertation on the rise of Instagram influencers and whether their
perceived ‘influence’ actually impacts consumer purchasing decisions and
engagement with a brand.

My desk research revealed that Instagram users
perceive influencers as more stimulating and engaging than celebrities or
actors as they feel they can relate to them more[1]. As consumers, we’re increasingly using social media as a primary
source of information when researching a brand, therefore it’s essential for
brands to be able to connect with consumers through influencers they find the
most appealing and relatable.

And the interviews I conducted myself as part
of my research revealed three stand out themes regarding Instagram influencers:

• Firstly, it’s vital for a brand to select an influencer who is relevant to and aligns with the brand. Choosing an influencer simply because they have a large following won’t cut it. If the influencer doesn’t align with the brand’s ethos and values, it’s more than likely just going to confuse consumers rather than interest them.

• Secondly, I examined the
  credibility of influencers, and the factors that increase this in the eyes of
  consumers. Previous research suggested there were three factors which affected
  credibility – trustworthiness, attractiveness and expertise. I asked participants
  to rate which factor they perceived to impact the influencers credibility the
  most. Expertise came out on top, followed by the attractiveness of the individual
  and finally their trustworthiness.

Participants also revealed that the factors affecting their views
were also topic sensitive. For example, expertise tended to be the most
important factor that alluded to the influencer’s credibility among
participants who used Instagram for cooking, travelling or skin care, whilst
those who used Instagram for fashion, hair, and makeup inspiration (products
affecting physical appearance) were more likely to choose attractiveness as the
factor that equated to credibility.

• Finally, I explored the “impact
  on brand perception”, and what might happen if a brand works with an influencer
  that isn’t “right” for them. My research revealed that most participants felt that
  the use of an influencer they don’t like could deter them from shopping with
  the brand, or at least tarnish their opinion of the brand. This demonstrates
  the importance of creating a solid and well-thought out influencer campaign.

My role at Richmond & Towers now allows me
to put these findings into practice, and I’m delighted that I’ve joined a team
that listens and uses the latest insights like these to recommend the right
strategy for clients. We also use our keen understanding of our clients’ brand
values and goals to select influencers who perfectly align with individual campaigns.

For example, for our skincare client Cetaphil
we’ve been working with dermatologists and keen skincare advocates to land the
message that it should be the brand of choice for Millennials. Likewise, for
our client Beyond the Box, we’ve worked with some of the UK’s highest profile
and most credible sustainability and lifestyle influencers to successfully promote
the benefits of cardboard to a mainstream audience, with some staggering
results and engagement rates well above industry norms.

If you’d like to learn more about how our
social and digital know how can help your brand, then drop us a line (a digital
one of course).

[1] Danesi,
M. (2015) Popular culture: Introductory perspectives. Rowman & Littlefield.