We Are Anthology works with influencers every day. We talk to them over coffee, we chat on the phone and we send dozens of emails back and forth. A lot of our time is spent directly communicating with influencers as we try to find the perfect fit between influencer and brand. Meaning we know pretty well what makes a good influencer, and the influencers that we work with all have five common traits – these are them.
To be relatable is to be understood and to elicit a favourable reaction. This favourable reaction will often come in the form of likes, comments, and other Facebook interactions. Your ability to relate is arguably the most important for growth. The majority of people follow social influencers because they’re personable, they consider them a friend. That’s an incredibly beneficial perception to host.
Online authority is “becoming a thought leader on a specific topic and translating that knowledge in a meaningful way on the web”. If you have influence you already hold a sense of authority – but as an influencer you need to build on it and maintain it. When an influencer has authority over their audience, they gain more trust. This trust converts into respect and further to online referrals and other engagement.
Authoritative and credible run closely together, but credible coincides more with the influencer’s morals rather than tone of voice. People often use the term “pure vs impure” when in conversation surrounding influencers. Pure influencers being those that have yet to be paid or influenced to talk about a specific product by a brand. Although this term is a little drastic, their exists some truth within it. We believe that there is nothing wrong from making money off your position on social media, or online. In fact, we believe it’s a very clever way to navigate the changing millennium. However, you need to be seen as credible from your audience, and you need to maintain this view. You might be getting paid to write about something, but great influencers’ audience know it’s only because you like the product. We believe you need to decide on a happy balance between paid and natural content -we think a ratio of 70:30 is best. Thirty percent of your content can be sponsored but seventy percent should be non-sponsored. It’s important to never forget the fact that you audience follow you for you.
Relevant content stands a better chance of being read. Facebook users don’t often read everything that appears on their timelines, therefore it becomes an influencer’s goal to assure that their post is part of the novel. On seeing content, the mind looks for subtle and small indications that it is relevant, and if not people keep scrolling. Relevant content also appears more authentic and believable – good influencers produce content that is relevant to their lives as well as their readers’.
All of the above characteristics are important, but they’re nothing without the influencer themselves engaging back with the audience. It’s important to create a community and a conversation. All of these feed off each other and lead to one another; the more an influencer is relatable and relevant the more interaction they get. The more credible and authoritative the influencer is, the more conversions they receive. But none of that will happen if the influencer doesn’t talk back to their audience and make the reader a part of something bigger than just that.
If you are an influencer and want to get in contact with us, hit us up at firstname.lastname@example.org.