We’re Talking About Influencers Whose Impact Has the Power to Influence Us as Individuals, Brands, and Entire Market Segments
As a protagonist who believes in ideals, I strive to see them everywhere – even in social media. Believe me, there are influencers in the world who meticulously pursue their mission of creating content that delivers quality, standing in opposition to the hollow pursuit of reach and likes, often driven by “lol content.”
In my first article, I discussed one of the indicators for selecting a creator and shared the results of our latest project – you can find more here. I also announced that in the next publication, I would focus on the „still living” values we seek in creators. By „living,” I mean values that, fortunately, have not lost their relevance, even though many people tend to overlook them. In this article, I’ll show you how I think and operate when selecting creators to collaborate with – focusing on the soft, non-tool-based aspects.
Don’t Be Fooled by Appearances
The constantly growing trend of new creators – of which there are already tens of thousands in Poland alone – has significantly changed the quality of communication on social media, as well as the quality of the creators themselves. This means there are many accounts that aren’t valuable, but that’s typical with such rapid industry growth. Therefore, we must learn to effectively differentiate valuable creators and communication from those who simply exist to fulfill personal branding ambitions, which often don’t translate into marketing results. What I’m trying to say is that not every large creator is a good communication channel, and this is where we should start.
As a society, we often fall into the trap of believing that a large account equals great reach and quality content. This isn’t necessarily true. Beyond technical and numerical tools and analysis, we should pay close attention to soft areas – such as how the creator communicates with their audience and the image they build. We should look for quality creators who communicate values we can identify with, either as individuals or as a brand. In the case of brands, this means aligning the creator with the brand’s communication strategy – it would be ideal if every creator we chose could reflect this consistency.
Mission, Authenticity, and Communication – What to Focus On
I use a simple, three-part, fully empirical indicator when evaluating the quality of influencers and categorizing them into those I consider valuable and the rest. These three elements are: mission, authenticity, and how they communicate with their audience. When selecting creators to collaborate with, I observe them for a while, paying attention to what they communicate and how they do it. Let’s be honest – today, anyone can become an influencer in two days, a week, or a month – depending on the course they take to build followers. The fact is, you can build a large account quickly, but then what? Will we find quality and values that win over the hearts of the audience? I leave that answer up to each of you.
Let’s get back to the elements I mentioned:
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Mission – the reason why someone runs their account and consistently creates content aligned with that mission. I believe that with a quality account, this mission should be felt in every post or story. For example, if someone decides to focus on natural cosmetics, we should feel and see their concern for the body or the environment. The communication should clearly show that they are researching the topic, sharing facts, highlighting important data, staying engaged, and… exactly – they should have a sense of mission to change something or give more, like running a thematic series dedicated to ingredients or production methods. The mission here is to use the power of their communication to warn audiences about products that, for instance, are not natural, are of questionable quality, lack sufficient reviews, and require further testing.
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Authenticity – staying true to oneself, showing the real face of the creator, not a manufactured persona. I know many creators who have undergone significant changes over the years – in terms of industry, communication channels, styles, or even their appearance – yet they have remained authentic, staying true to the values they’ve held from the beginning. Of course, values can change too, but an authentic creator will announce those changes and ensure their audience doesn’t get lost in the process. An authentic creator is also someone who isn’t afraid to show themselves in an unflattering light (in sweatpants, without makeup, or after a failure). They aren’t afraid because they know their audience isn’t there for superficial reasons. Displaying vulnerability is a manifestation of strength – it often solidifies the creator-audience relationship for years.
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Communication with the Audience – the frequency of communication, the tone the creator chooses (casual, serious, with humor), and the methods they use. I value creators who make me – one of thousands of followers – feel like my opinion matters, whether it’s through replying to a comment or responding directly. Conducting ongoing conversations with a large audience is demanding and time-consuming, which is why I appreciate these creators even more.
Identifying with the Creator – The Ultimate Connection
Meeting these three criteria is often the reason why I choose to collaborate with a creator. They don’t have to be just like me or the brand, but they should share similar values or communicate in a way that makes me feel like they’re “my kind of person,” fostering a sense of connection. Personally, I have a few creators who serve as benchmarks for me when choosing products, as thought leaders, or as an occasional escape – checking in to see what’s new with my kindred spirit.
These are the values that should form the foundation of INFLUENCE-based marketing, because if we go back to the definition of marketing, one aspect states that marketing is the art of creating value. So let’s consider what we’re looking for in influencers and why we’re doing it – both for business marketing initiatives and personal reasons!
