In INFLOW Global Summit’18 we came together with Ryan Williams to talk about the ways to be authentic and how to pitch influencers. You can watch the whole video below or read along for the highlights!
The Future of Creator Economy
Instagram doesn’t pay anything to post. It just incentivizes its users to create a habit to use their services, so it makes money. Most of the content creators on Instagram have more than one streams of income. That’s because the content alone won’t pay anything, and the creator needs to stay relevant. So, the future of the creator economy is not just sitting back and getting a bunch of likes or any vanity metrics like the number of followers. The number of followers doesn’t define influence. Influence is through game changing. It’s the ability to take a small idea make it seem like a massive success.
On social media, there are always lurkers who consume content passively. But there is always a collaborative class as well. So, when you build a marketing campaign with a brand or influencer, you want to collab with micro-influencers. Micro-level influencers are undervalued influencers that build out your proof of concept. There is nothing worse than going to pitch an influence and getting a “No”. The success will follow if you find out that core community and then pitch the heavyweights because you don’t want zombie tweeters that have no passion around your product.
Three Ways to Be Authentic in Influencer Marketing
We all need to connect in three ways to be authentic:
- Through emotion bringing people into your story
- Through authority creating WOMM by teaching
- Fixer mentality which means that if you go to a brand or an influencer you need to create a value proposition where you’re solving a problem for them. Sometimes that’s money, sometimes that’s bargaining, and sometimes that’s begging. Because when you first start out you need that opportunity to collaborate and have a win-win.
You can watch the whole video to learn all about creator economy. If you enjoy this video, don’t forget to subscribe on YouTube for more videos coming up!