How Influencer Marketing is #Viral

All jokes aside, Influencers are a real thing. And anyone can be one. Well, not really. Let's #talk.

What is Influencer Marketing?

Influencer Marketing involves an influencer and a product, service, or idea being advertised, showcased, or used in a way to persuade a particular audience. To explain further, Shannon Below, author of "The Art of Social Selling" (2014), defines an influencer as "those who have the ability to engage and persuade others."

So, any person can be an influencer but here is the caveat: "[the influencer] typically has a large audience or following, are active and vocal with their online commenting, and their opinions are usually respected or trusted."

It is important for any business to connect with influencers who cater to and share interest in their brand's category or industry. For example, beauty bloggers and beauty enthusiasts are key stakeholders for any beauty entrepreneur or organization seeking out ways to expand their product's reach. Now, before determining to send a hefty public relations package to an influencer, think first about your approach.

What does sending an unsolicited package translate to the influencer?

How will this make your brand grow?

How to Influence An Influencer

With anything, start with research. I personally enjoy the traditional model of Public Relations which is the R.A.C.E. and R.O.P.E. methods I've learned in school, but applying evolved methods such as R.O.S.T.I.R. allow me to analyze brands, campaigns, and businesses on a deeper level. Beginning with research is a pivotal start due to being able to gain insight into what an influencer is about. For example, if I owned a beef jerky company with millions of followers but I sought sponsorship with an influencer on their next video, it would be smart to know if the influencer has dietary restrictions.

Another way to gather insight is through qualitative research. This can be achieved by reviewing past campaigns and their successes, areas of improvement, and any key takeaways. For example, culture icon and now billionaire, Rihanna, is the creative architect behind worldwide brands Fenty Beauty, Fenty Skin, and Savage X Fenty. However, she didn't become a billionaire overnight. Before the world premiere of her cosmetic line Fenty Beauty, her team scoped the market for what beauty consumers sought out when choosing a cosmetic product. The main theme was inclusion. Inlcusion isn't always race or gender identity themed. Inclusion is paired well and executed properly when a brand discovers a profitable way to commit to effective communication through its products in the form of a clear message.

Simply put, influencers are not dumb and will make a mockery of a brand that fails to meet their standards. Then those standards become their audience standards and so forth.

Fenty Beauty released 40 shades of foundation in their initial cosmetic line. This was absolutely unheard of, but it set the bar exceptionally high for future and present cosmetic brands.

Intersectionality Is A Strategy, Not A Suggestion

When engaging with influencers, it is very strategic to immerse oneself into their identity and how it aligns with your business. For instance, there is so much competition for attention daily. Not every post you share or ad you show will be seen, but your audience plays a huge role in helping share that information along.

For me, how I discovered new brands was through influencers who became informed about a brand through social media. For example, Entrepreneur and YouTuber Jackie Aina is one of my favorite go-to's for anything beauty. I recall the videos she posted showcasing black-owned beauty brands such as The Lip Bar, Beauty Bakerie, and Juvia's Place. I felt overjoyed rushing to my wallet to get my bank card so I could support black-owned brands. Later on, I discovered other minority owned brands that aligned with my personal values.

At its core, influencer marketing is intersectional which allows all messages to be perceived in many ways. If seeking out ways to become an influencer or engage with influencers, avoid any form of essentialization. Don't break things down to its simplest parts. Furthermore, influencers are multi-dimensional and valuable assets to a brand's network and future success across social media platforms.

Okay, Now What?

Throughout my Public Relations courses, it has become so clear that Influencer Marketing is a lucrative business and PR tool. It's not always about the coins and the follows, but it is about the connection with others. A brand is just as great as its message. My key takeaways are:

• Be your most transparent, authentic self.

• Being able to connect with others is what creates #viral moments.

• Now that's what I call #relationshipgoals.