Others don’t even understand the benefits of micro-influencers on a location based strategy and just go for “that yoga girl everyone likes.”
If you’re paying for it, you can call it whatever the heck you want, but it’s just a paid marketing effort at that point.
Let’s get reacquainted with what the term “Earned Media” actually means.
Earned media (or free media) refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising, or owned media, which refers to branding.
So right off the bat, everyone that refers to Influencer Marketing as anything but paid branding is just using whatever buzzword is the flavor of the week.
You are promoting your product or brand with a poor man’s Billy Mays, so act like it and stop patting yourself on the back like you stumbled on something new because Suzanne Somers might have something to say about that.
New media plays a huge part in who we call influencers today. They’re not mega stars from Hollywood blockbusters or people with all that Seinfeld money, they’re regular people that decided to get off their ass and do something.
They’ve used these social mediums with a near unlimited audience to broadcast something they love to do.
It may be crushing things with a hydraulic press, having an entire Instagram account dedicated to taking pictures of your butt, or being an Australian guy that takes people to "Destination F#%Ked."
So are these campaign platforms right for you just because they have millions of followers and a gazillion views?