Do influencers have a sustainable impact on brands, or are they just a fleeting trend?
Photo by Karsten Winegeart on Unsplash
By 2025, various platforms will continue to evolve, adjust, and change their algorithms. This will gradually alter the digital landscape in the years to come. Each platform's algorithm is shaped by its creators, leading to a shift from social networks designed to connect friends to new monetization strategies in our fast-paced digital age.
“Where there is social media,
there are influencers~”
The key question is: Will you continue to leverage influencers to build the resilience of your brand or business? Can influencers with large followings establish trust in your brand? Let’s explore effective and rational strategies to enhance your brand’s credibility on social media.
Photo source by Unsplash+ (Joshua Earle)
From Friendster to TikTok, while these platforms share similarities, they also differ significantly. In general, these platforms can unite users and foster both public and private communities. Reflecting on this, Instagram and TikTok remain dominant in the virtual space, serving as essential tools for most brands and businesses. Influencers with substantial followings can effectively lift and promote brands. However, it’s important to recognize that each platform has its unique characteristics. Let's delve deeper!
THE SITUATION TODAY!
Today's Instagram influencers are driven by similar primitive social media metrics as earlier influencers on platforms like Twitter and Facebook. These metrics, which also apply to Instagram, YouTube, and TikTok, include a large number of followers and the number of basic actions such as Likes. As a result, software developers must consistently update systems and algorithms to keep up with current trends.
Photo source by Unsplash+ (Planet Volumes)
When using influencers, can you truly trust the results from their followers? Many influencers also pay for advertisements on the platform to expand their reach. This raises the question: what is the difference between partnering with influencers and advertising on social media independently?
Now, consider partnering with one of the media (online), such as Alinear Indonesia, which is an online magazine focusing on lifestyle, entertainment, and business. While some media outlets may not be very active on social media, others have built an organic audience that visits them based on relevant search keywords. The visitor count for these media outlets can be comparable to the number of followers that influencers have, often moving uniquely and organically.
Now, consider partnering with one of the media (online), such as Alinear Indonesia, which is an online magazine focusing on lifestyle, entertainment, and business. While some media outlets may not be very active on social media, others have built an organic audience that visits them based on relevant search keywords. The visitor count for these media outlets can be comparable to the number of followers that influencers have, often moving uniquely and organically.
Photo source by Unsplash+ (Nick Fancher)
WHAT CHANGED?
Additionally, Facebook and Instagram (Meta) regularly update their algorithms to enhance the visibility of content that provides value. This means that even if you don’t have many followers, creating valuable content can lead to your posts being organically recommended to users with similar interests. In contrast, some influencers may have a large follower count—such as 10,000—but receive only a small percentage of views relative to their follower base. It's a simple and realistic observation.
The situation is different for public figures, as their actions naturally attract attention from their followers. However, high visibility does not necessarily translate to a rapid increase in sales. The effectiveness of this visibility also depends on the internal structure of your brand or business and how you operate it.
The situation is different for public figures, as their actions naturally attract attention from their followers. However, high visibility does not necessarily translate to a rapid increase in sales. The effectiveness of this visibility also depends on the internal structure of your brand or business and how you operate it.
Photo by Leila de Haan on Unsplash
WHAT SHOULD BRANDS DO?
First, it's important to have multiple plans in place, such as Plan A, B, or C. If you already have one, select the one that will effectively and realistically support the growth of your brand or business.
Here’s an example of potential plans:
A: Collaboration with influencers and independent advertising
B: Collaboration with integrated digital media or agencies and independent advertising
C: Independent advertising (in-house)
– Which plan would you choose in this scenario?
Second, consider developing assets beyond social media platforms. Having a website tailored to your business needs is essential. As much as possible, avoid becoming overly reliant on a single platform, as these platforms can change over time.
Lastly, I recommend going with Plan B, which is already integrated with various influencer activities, includes content production, and fits within a reasonable business budget. Ensure you allocate sufficient funds for effectively building your brand or business.
Here’s an example of potential plans:
A: Collaboration with influencers and independent advertising
B: Collaboration with integrated digital media or agencies and independent advertising
C: Independent advertising (in-house)
– Which plan would you choose in this scenario?
Second, consider developing assets beyond social media platforms. Having a website tailored to your business needs is essential. As much as possible, avoid becoming overly reliant on a single platform, as these platforms can change over time.
Lastly, I recommend going with Plan B, which is already integrated with various influencer activities, includes content production, and fits within a reasonable business budget. Ensure you allocate sufficient funds for effectively building your brand or business.
Photo source by Unsplash+ (Sara Oliveira)
WHAT SHOULD INFLUENCERS DO?
No, it’s not the end. But, think about this!
1) Review your follower list again and delete inactive followers. Don’t buy bulk followers from parties like spam or bots just to get a lot of followers.
2) Subscribe to the blue tick. That way, you don’t have to bother questioning whether your followers are real or bots. However, make sure you keep creating content.
3) Collaborate with other Digital Media, such as magazines or certain portals.
1) Review your follower list again and delete inactive followers. Don’t buy bulk followers from parties like spam or bots just to get a lot of followers.
2) Subscribe to the blue tick. That way, you don’t have to bother questioning whether your followers are real or bots. However, make sure you keep creating content.
3) Collaborate with other Digital Media, such as magazines or certain portals.
Photo source by Unsplash+ (Fellipe Ditadi)
THE FINAL LESSON!
Avoid relying solely on Facebook, Instagram, or other social media platforms. Instead, use social media as a supporting tool for your brand or business. Focus on investing in assets that you can create yourself and that hold value for your brand or business. Ensure that your brand is authentic and original, and that it remains closely connected to you. Strive to make your business a true reflection of yourself.
To join the Alinear Indonesia collaboration program for Digital Media Marketing & Affiliates (Partnership) for your brand or business, feel free to click here.
To join the Alinear Indonesia collaboration program for Digital Media Marketing & Affiliates (Partnership) for your brand or business, feel free to click here.
