Have social media influencers had their moment?

This topic has been covered on this blog before – it’s controversial, but – have social media influencers had their moment? It’s being revisited because, over the last few months I’ve been analysing just what ‘influencers’ actually do and, it’s no surprise to see that actually they do very little for brands that align themselves with them. Don’t get me wrong, there are some influencers out there who actively work hard at producing materials, images, videos etc that support their clients, but the majority, or at least the majority that I have looked at do just enough to get by.

It seems that product houses who pay to have their brands shared by people with large followings aren’t getting the returns they should from the investment made. What I see is the occasional post promoting brands, but it’s not, at least not from what I can see, a full blown story, a regular schedule of posts, something that builds awareness. usually it’s a one off post that is seen briefly and then it’s yesterday news.

Most influencers have, I believe, had their moment, there are some out there that work really hard at delivering the goods, but they are few and far between. It’s time for product companies to look at MICRO INFLUENCERS, hairdressers and barbers who have a core loyal following who are hungry to share their thoughts and ideas about products and services that will appeal to their clientele.

MICRO INFLUENCERS bring more value for less cost as their socials appeal directly to their existing and potential new clients, and they don’t expect to be paid a small fortune for creating collateral. The engagement MICRO INFLUENCERS achieve is greater (percentage wise) that that of influencers, they can help increase brand awareness in a more real, quantifiable way.