{"id":1260,"date":"2018-06-19T10:50:15","date_gmt":"2018-06-19T07:50:15","guid":{"rendered":"https:\/\/subsign.co\/stories\/?p=1260"},"modified":"2018-06-19T10:50:15","modified_gmt":"2018-06-19T07:50:15","slug":"influencers-vs-brand-ambassadors","status":"publish","type":"post","link":"https:\/\/subsign.co\/stories\/influencers-vs-brand-ambassadors\/","title":{"rendered":"Influencers vs Brand Ambassadors."},"content":{"rendered":"

In the past 3 years, companies have started to use influencers and brand ambassadors more and more in their <\/span>promo campaigns<\/span><\/a>. Throughout this time, we have seen many claims that influencers or ambassadors don\u2019t deliver what they promised to their business partners. <\/span><\/p>\n

With this problem in mind, we have decided to dive into the world of influencers and ambassadors and take a look into their roles in the social media world.<\/span><\/p>\n

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Influencers.<\/b><\/h2>\n

They have been around for years. But, with the growth of Social Media platforms, they became more visible to the public eye. <\/span><\/p>\n

What is an influencer? According to the <\/span>Influencer Marketing Hub<\/span><\/a> we have: <\/span><\/p>\n

“An individual who has a following in a particular niche, which they actively engage with and has the power to affect purchase decisions. The size of the following depends on the size of the niche.\u201d<\/p><\/blockquote>\n

So far, there are 4 categories of influencers: micro-influencers, content creators, celebrities, and industry experts. The ones that are the most encountered are content creators (especially bloggers and YouTubers) and micro-influencers.<\/span><\/p>\n

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You can find easily find more information about each category and where they stand with their audience. Our focus is to understand the expectations and results you should have when working with them. <\/span><\/p>\n

1. They influence. Either positive or negative.<\/span><\/p>\n

When you send a product to an influencer you shouldn’t expect them to put in front of other brands. Read that again and let it sink in. <\/span><\/p>\n

Let\u2019s take for example beauty bloggers\/vloggers. They receive so many packages with products and PR parcels that it\u2019s hard to stand just for one brand. <\/span><\/p>\n

Therefore, your brand will be there, among their mentions, but only if it\u2019s one that\u2019s really good or you develop a relationship with the influencer, you can get them to showcase you more. You cannot force an influencer to say only nice things about you (unless they are under contract with you, but that\u2019s another story).<\/span><\/p>\n

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They receive your new nail polish, they might like the packaging, but when it comes to testing, there can also be negative feedback from them. <\/span><\/p>\n

We advise you to see this as a blessing. See if others have the same opinion, if yes, change, if no, maybe it was not for that specific influencer. <\/span><\/p>\n

2. Realistic results.<\/span><\/p>\n

We have also talked about this in the second episode of the <\/span>Subcast<\/span><\/a>. Brand and companies that work with influencers sometimes they get the wrong expectations about the results they can bring. <\/span><\/p>\n

Before you embark into working with influencers you need to make sure that: <\/span><\/p>\n