Influencer marketing consultant Gordon Glenister has shared with the audience of IBTM World in Barcelona where he believes the true value of influencer marketing lies. According to Gordon, the best influencers are not simply the most popular and beloved stars of social media.
Rather, they are what he terms ‘micro-influencers’ or ‘nano-influencers’ with smaller audiences. These media personalities are much higher-converting than those with a more general, widespread appeal, Glenister explained, because their connection to the product they promote is seen as genuine.
In the eyes of the public, they are more likely to be subject matter experts than influencers with big audiences spanning multiple sectors and topic areas. “I think we’re in the age of the super niche,” Gordon noted.
Companies making use of influencers should seek to narrow their focus and find ambassadors with small, high-engagement audiences. This is growing more relevant, Gordon explains, as young people are likely to land on social media pages, rather than websites, as a first point of contact.
How unique and distinguishable a company’s social media becomes more crucial even than the traditional website format. Influencers can play a part in advancing a company’s PR and marketing ‘personality’, provided they mesh with the overall ethos of the business.
Gordon Glenister’s ‘The Power of Influence’ session took place on 20 November at IBTM World in Barcelona, Spain. Gordon is the author of Influencer Marketing Strategy, published in the UK and USA.
