Influencer marketing is not limited to the relationship between brand and influencer. But also in the case of consumer-influencer relationships. It becomes difficult to manage and maintain any kind of truth.
When it comes to influencing marketing campaigns, we typically find 4 key players: brands, influencer marketing agencies, influencers, and customers. The most important relationship still remains that binds the influencer on the customer. Because it is a reflection of the next brand, agency, and influential people who want to convert the ultimate customer into a customer.
Consumer and influential relationships are more complex than they think. In this reflection, we discover that psychology has importance. The purpose of any influencer marketing activity is to sell its products or services ... not to go further.
Let’s take a look at a personal reflection of this topic and just how it can involve us.
The consumer and influencer relationship
If we sometimes forget to mention the consumer, we do not think that it is omitted in the case of effective publicity in terms of actions and reflections in creating publicity. Quite the opposite, because in the case of consumer-influenced relationships we have imagined multiple situations by projecting ourselves into the consumer space. We study his needs, his aspirations, what could connect him to this or that kind of influencer, etc.
When we plan strategies or communications together the goal is clearly focused on the customer but in a world where universal use we can actually have a good or bad experience. The consumer-influencer relationship makes it more difficult to capture customers more effectively and in a sustainable way, especially when we want to be associated with their brand and not with the influencer.
If we raise this last word, it is partly after listening to the European director of the 6th word, a brand that probably 90% of you do not know, but it is universal behind the music of many brands like SNCF, Renault, Mark, Dorsel, etc. And we appreciate the speech of the head of Europe, who insisted that everything was going to bet on the brand rather than the organization he was representing.
In influencer marketing, you will realize that we are far from it! We still rely on the influencer and in many cases, he spends the sales engine that markets the product and the brand that he sells.
So we are definitely at the end of the discipline with customer and influencer relationships. But it is here that customer-to-customer conversions can be expected and all work must bear fruit. The goal is to ensure the product and the brand promote it before the influencer here.
The customer-influencer relationship thus needs to work harder than the rest. So that the sales object and its maker could expand “accidentally”.
Why does a brand need influencers?
The first logical answer relates to sales because we often stick. But if we want to go further, we will raise the level of digital and social networks, where there are more customers. Thus we call on the appropriate representatives of these social networks. Through their influence, bring together a huge community of potential customers for brands.
You can almost define it as an influential personality and leave a set of targeted potential customers. The result is a stronger lever to support sales ... but the brand seems stronger.
If we take the example of a brand like Apple because it does not need a direct influence to promote its products ... the customer becomes this influential and the brand thus maintains its aura and we dare to say it's an influencer in a huge population. The customer-influencer relationship is therefore reusable between the user and future customers.
Here we find a brand that enhances its own impact ... no! (Eternal debate between PCists and Apple addicts)
So can a brand lose confidence in its products when influential people need them? No, we can't go that far, but it seems we still need his presence or their occasional thanks.
And the consumer in all of this?
He is always the expense! But if we analyze a group of clients from a psychological point of view, what kind of leadership do we need or lean towards identification? We absolutely need advice and if this influencer is using this product then we must have it!
The customer-influencer relationship is very (too) strong here! Influencers thus give the brand a pure look and achieve all the glory of the customer while performing promotional actions.
A small difference from those who increase consumer liability, especially those who set up a blog every 10 minutes to become millionaires by selling training at 1000 or 2000. Do we take the customer for C ...? Probably! But as the other would say, why deprive yourself if you can't buy a pigeon (we are not a fan of this point of view).
Macro-influencers and micro-influencers later grew in this place. And finally, the customer became a real influence again, which was from the night of that time. And Apple has not waited for anyone to come up with an effective and verified policy.
Good advice friend advice. If a friend of yours uses a tempting product, ask for their opinion first. But through the internet and social networks, we tend to isolate people and we can also lose this logical reflection.
From passionate blogger to influencer
If blogging is mostly a perception of emotion, what will happen to the person who ranks first with the Blogger brand? In our opinion, to explore the impact of money on the basis of work and on bloggers or YouTubers, Instagrammers, etc ... Here, the influence on creating influencers, the consumer-influencing relationship begins its source towards declining truth. It is often related to money.
And it's the psychology that works here that brings profiles, relationships with money, fame, arrogance, and more.
Back to the source, we must find the answer! But the brand doesn’t care? Similarly, so that she doesn’t care so much about her future clients. Doesn’t selling yourself find the perfect relationship?
Everything is in the process of lecturing and capturing the customer ... Once caught he is interrupted.
Here is an example of a road that works wonders for a person's personality:
- Someone standing on the street asks pedestrians for a 2 euro coin ... What could be the conversion rate for 100 people?
- This same person first asks for time for them ... and then a 2 euro coin ... what will be the conversion rate here?
In the second case, the pedestrian is caught, and depending on his personality (we can place human psychology here) whether he will pay 2 euros. But there is a good chance of good results.
We can imagine a third case where the person with the sleeve will take care of his presence to increase the conversion rate.
Finally, the influential blogger gradually professionalizes himself, turning his influence into a business. Of course thanks to his blog. From there we start again with new parameters! People have basic needs: to eat, to put a roof over their heads, and to pay bills.
The answers can be easy for them to survive without limitations and controls! But what is the point of ethics when hunger makes a person hungry ... not to mention retirement and retirement surplus.
Who can criticize this angle and claim to read more in the near future? Does anyone know what will happen in the future?
Many questions that could in some cases call into question the work of the professional blogger.
The consumer and influencer relationship (Too complex or too simple!)
In concluding this reflection, it is difficult to find the absolute truth about the content of a customer and influencer relationship. Let us note that it is a matter of relationship with the emotional nature and meaning of much of the campaign bias.
Yet what the money says should not prevent you from being purposeful and authentic. This should be seen as a possibility to reveal oneself to the public about the real issue, where the influencer highlights its connection and its true relationship with the brand. Moreover! Ability to set foot in front of a brand to give a product and their spotlight.
The psychology of the individual is at the center. Because as soon as a relationship of influence is born in someone, he will be influenced by money and by itself. From there, one can lose anything whose goal is, to tell the truth about what influencers sell in authenticity, brand affiliation, products, and quotes from its community.
And the big conclusion is that if you consider the customer as your own in this influencer/customer relationship, then all the work is suitable for it.