Friction Fatigue by Paul Dyer

Author:Paul Dyer
Language: eng
Format: epub
Publisher: BookBaby
Published: 2021-05-03T16:47:49+00:00

Influencer Marketing

I’ve mentioned influencer marketing many times throughout this book, largely because it is one of the most prominent new vehicles for marketing messages. That is not, of course, to say that influencer marketing is “new” in any way. Rather, the discipline of influencer marketing has reached a new level of professionalism, scale, and importance to marketers who were already grappling with moving the resources from print and television into digital marketing channels.

As an early social media marketer, I’ve had a unique perspective on the growth and evolution of influencer marketing. Dating back to 2007 and 2008, I was working with influencers on MySpace and Digg.com, an often forgotten social media site that once sat on the top 100 list of all websites globally. As those sites faded, so did their influencers, but at every turn, there was a new wave of channels followed by influencers who were uniquely capable of reaching people on them. Twitter, Vine, Google Plus, and the Blogosphere all created platforms for people who rose from obscurity to reaching millions of social media users and commanding six- or seven-figure deals from brand marketers.

This latest influencer cycle is undoubtedly the first that has a feeling of permanence about it, largely because Gen Z and young millennials have embraced influencers with a sense of generational pride that’s reminiscent of how older millennials (Xennials) embraced social media. In each of these examples (Gen Z with influencers and Xennials with social media), there was a feeling of exclusivity and belonging because it was your peers who had somehow managed to command respect and prominence at a young age. At Lippe Taylor, we’ve built a sizable business and specialist team dedicated entirely to influencer marketing. As part of this, we’ve developed a number of tools and frameworks for how to ensure clients are getting maximum value from their influencer partnerships, not least of which starts with identifying the right influencers who connect with the right motivation for a brand. Despite the near-constant evolution of the discipline, there are relatively common and consistent motivations behind why consumers follow influencers, regardless of what channel they’re on. We capture these in our wheel of influence, which uses popular celebrity figures as archetypes to avoid the trap of picking an of-the-moment influencer who may not be the right partner.

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