Digital marketing supported by social networks and the rise of blogs has given rise to a new category of people called influencers. By offering content to the public and federating a community, they act as opinion leaders on the internet with a strategic role to play.
What is an influencer?
In 2017, French dictionaries integrated the term “influencer” with the rise of social networks and web professions. It refers to any person who has an impact on the perception of Internet users and who guides their purchasing decisions through frequent or sporadic interventions on social networks.
The influencer therefore builds a community of consumers on the internet with the aim of expanding it to extend the reach of his opinion to an increasingly large audience. He acts as a relay in the communication chain of a brand or a specific product and carries a message that influences his followers because of his status.
The influencer may have expertise in a given field or be a celebrity. They are considered a public figure who is free with the content they offer and the opinions they express. They form partnerships with organisations that fit their vision while maintaining their independence.
What are the different types of influencers?
Opinion leaders 2.0 can be divided into five categories according to their approach and the visibility they generate. Firstly, celebrities such as sportsmen, actors and singers are influencers who increase the awareness of their partner brands by being the face of the brand. Secondly, web superstars create trends through videos or messages on the internet. Their collaborations are managed by specialised agencies and their remuneration is proportional to their fame.
Satisfied customers are influencers without a partnership with the brand they promote. Depending on the size of their community, they can have an impact on the e-reputation of a company. Specialised influencers are niche-oriented. They have a high level of credibility with the community they federate and can easily promote a product on their blog or their account. Finally, micro-influencers are opinion leaders with a small community. Very close to their audience, they have the advantage of being accessible to brands.
How to become an influencer?
Unlike other social networks, becoming an opinion leader on LinkedIn involves being part of the LinkedIn Influencers program, which is accessible by invitation only. However, since 2014, you can post long-form content by setting your profile language to English.
The process of becoming an influencer on LinkedIn is not linear and should be based on the trust you build with the professionals in the network. For your articles, be authentic and publish content on areas you are familiar with. Be selective in each of your publications so as not to spread yourself too thin. Express your opinions taking into account the LinkedIn rules and make sure your articles are sufficiently in-depth.
In conclusion, an influencer is a public figure whose opinion guides the choices of his community. Depending on the category he belongs to, he establishes partnerships with brands for more visibility.