Ads are old news. Today, consumers want content that informs and entertains. And what better way to provide that than through high-profile personalities whose opinions consumers value, and who have direct access to a loyal follower-base? In the first of a two-part interview, three of Transform’s digitally connected staff members tell us more.
You don’t have to be a celebrity to be an influencer but it helps.
Account director Karina van den Heever: “Anybody can be an influencer, as long as their social-media following is big enough.”
Account manager Robyn Oliver: “Celebrities are followed by members of the media; influencers are followed by everyday people.”
Junior account executive Lebogang Serapelwane: “There’s a very thin line between what defines an influencer and what defines a celebrity. Influencers are social-media celebrities.”
Making waves in the South African blogosphere right now…
Karina: “Jozi-based fashionista Trevor Stuurman has over 84k followers on Instagram. He’s constantly engaging with his followers with great images.”
Robyn: “Beauty bloggers are very influential – people go out and buy what they see them using. Aisha Baker-Parnell, who writes an award-winning blog about fashion, beauty and relationships, has 104k followers on Instagram.”
Lebogang: “Thabiso Makhubela, who’s a close friend of mine, established his social-media following while we were students at the University of Johannesburg. He was in an open, happy gay relationship and had a lot of money, and that got him a lot of followers. Now he’s a DJ at YFM and his following just keeps growing.”
Engaging with your market where they live – on their phones
Karina: “People in their 20s are more likely to listen to an influencer than to a journalist.”
Robyn: “If you send a product or provide a service to influencers, and ask them to promote it on their social-media platforms, and they do because they like it, you get your message to your selected target market instantly.”
Lebogang: “We live in a world where young people are always glued to their phones, especially on social media. If you want to sell a product or service that will appeal to the younger generation, it makes sense to use social media.”