ARE WE PROPERLY USING THE TERM “INFLUENCER”?
- September 30, 2020
How many times a day do we hear the word influencer?
Most of you probably more than one but… are we correctly using this word?
We have already discussed what an influencer is – someone who has an effect on the opinion of large groups of people. Due to social media’s power to amplify messages, influencers have become so important that nowadays they’re a fully recognized profession.
There are types of influencers according to various criteria (sectors, number of followers, native or non-native, etc). But today we want to talk about the types of influencers according to the platform. Although it seems they are all the same, they are even differently named depending on the platform they use.
We do use the term influencer for Facebook, Instagram, Twitter, Snapchat and Blogs. On the other hand, if we want to talk about influencers on Twitch you should instead use “influencer streamer” or “broadcaster”. On social networks like YouTube, Tik Tok or Pinterest we should not refer to them as “influencers” but “creators”. Not to mention that “influencers” should never be used for LinkedIn, the social network for professionals, for which the correct term is “professional”.
To sum it up:
- Influencer → Facebook, Instagram, Twitter, Snapchat
- Influencer → Streamer or Broadcaster for Twitch
- Creators → Youtube, Tik Tok and Pinterest
- Professional → LinkedIn
We have to point out that many of the influencers have profiles in more than one social network but the content they use is different depending on the one they are showing content on. On Facebook and Instagram a “perfect life” is usually shown
dealing with topics such as fashion, lifestyle, music, luxury, aesthetics, travel, etc. Contrary to this, on Tik Tok they show a “vida loca” with themes such as dance, comedy, creativity, makeup, design, memes, etc.
Instagram and Facebook influencers have strategically started to open profiles on Tik Tok as well, adding the “Crazy Perfection” style where they can show their funny “other side”.
Not only does the name and content vary from one platform to another as we have seen but also advertising formats vary:
- On Facebook and Instagram, the advertising formats are focused on posts’ sponsorship, stories, lives, giveaways, etc.
In addition, it should be considered that Instagram allows brands to promote influencer posts as ads. Sponsored posts that before could only be organic, now brands can invest to promote and segment them so they have a better ROI of the campaign.
- In Tik Tok, the advertising formats are focused on creation. For example, creators can propose sponsored challenges.
In conclusion, not only influencers are segmented according to number of followers or sectors but also to the platform – this will affect, among others, the content that is published, the advertising formats and even the name given to influencers.
At CuCo we manage marketing campaigns with Influencers in the United States, Europe and Latin America. Reach out to us if you need more information.