The term “influencer” gets thrown around a lot these days, but what does it actually mean? This was a question I was asked by journalists and analysts when I was engaged as an “influencer” for a huge vendor conference recently. In short, an influencer is someone who has the ability to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. They have sway over others and can get them to act.
Having influence in any market you serve is hugely beneficial, although it’s not as easy as it looks, and it takes more than just having a large following on social media. In this blog I’m going to go into what it really takes to be an influencer.
What’s an influencer and what do they do?
An influencer is someone who has the power to influence trends and behaviours, typically (but not always) through social media platforms. Influencers can range from celebrities to everyday people who have a strong following. From people like me who share thought leadership pieces mostly on LinkedIn and Twitter to YouTubers, Instagrammers and TikTok stars.
Influencers are a relatively new to the world of marketing, especially when it comes to niche markets like cybersecurity, and they’ll use their engagement as a powerful tool to build brands, educate audiences, and encourage certain actions and behaviours. Brands and their agencies often work closely with influencers as part of campaigns or collaborations. As well as growing brand awareness, influencers can help build an audience’s trust in a product or service through first-hand recommendations. Ultimately, the goal of an influencer is to transform followers into customers or clients and create positive change.
The power of influence in marketing
Influencers are viewed as an effective part of the marketing mix because they can target niche audiences and build trust in a brand’s product or service. That’s why influencer campaigns can provide a much higher return on investment than traditional advertising methods, as influencers have already earned their audience’s trust.
Trust today is crucial. Many argue it’s now the most important currency in business because it conveys respect, credibility and integrity to an audience. In a world of misinformation, disinformation (sometimes referred to as information warfare/ influence operations), propaganda, fake news, junk news and alternative facts, the lines between what’s true, what’s false, and what’s opinion are blurring.
Additionally, because there’s so much noise online you need attention, focus and trust to stand out – and that’s what influencers can help with.
The importance of influence in cybersecurity
Influence is even more important in the field of cybersecurity, where trust isn’t just a commodity it’s essential for survival. Cybersecurity has become so complex – from the evolving technologies, changing threats and vulnerabilities to the expanding attack surface – that even the experts can’t keep up. That’s why influencers are essential in cybersecurity, as they play an important role in sharing valuable information and advice that can help individuals and organisations protect themselves from cyber threats. They can act as a source of trustworthy information and reliable guidance on best practices for staying safe online, and move projects forward in companies when there’s no buy in or bottlenecks.
How to become an influencer or more influential
Becoming an influencer is not a journey that happens overnight, and it’s something that I never intentionally set out to do. Rather, my ambition was to serve my audience by solving problems, and sharing impactful thought leadership and opinion pieces (videos, trainings, blogs, quizzes, reports etc.).
Working as an influencer takes dedication and perseverance to build up a following, let alone the impactful reputation that often comes with being an admired social media personality. Whether you choose LinkedIn, Twitter, Instagram, YouTube, TikTok, or another platform as your claim to notoriety, developing consistent high-quality content and showcasing it regularly is key to building trust and becoming an influencer.
A follower base won’t grow if people don’t know what they can expect from you; by creating posts focused on the same topics or theme, you set yourself up to become more recognizable in the digital world. Additionally, connecting with audiences through interactions like commenting and responding to feedback establishes credibility and trust among those looking for advice from someone in the know. Once you’ve successfully branded yourself as an expert in your industry, it all becomes about keeping followers engaged which brings me back to my main point: success takes time!
The benefits of being an influencer
Being an influencer can be incredibly rewarding, both in terms of your presence within the community and your pocket! It’s all about being seen, heard, and respected by people who become fans or devoted followers. Influencers are becoming increasingly popular on social media, with people looking to their favourite accounts for inspiration on trends, style and how to spend their money.
As an influencer, you can make a positive difference in people’s lives while helping yourself too. You can share your knowledge while making money through sponsored posts, or providing services to companies you believe in. You get paid to live out your passion! Plus, it’s an amazing feeling to build yourself into a brand that people feel connected to, creating loyalty from an ever-growing audience.
The downsides of being an influencer
Being an influencer seems glamorous from the outside–the exciting trips and fun events that influencers post about can make anyone envious. But influencers also experience a few major downsides that people often don’t think about. Here are a few examples:
- In niche markets like cybersecurity, often the work isn’t as glamorous or as well paid as other markets like beauty, fashion or sport. While some sponsorships and promotions may pay off, these opportunities also come with certain expectations around content creation.
- Managing your image and growing a social media following can be difficult, extremely time-consuming work that requires a lot of effort and dedication especially if an agency is involved.
- Your self-esteem can take a hit when you compare yourself with other influential personalities online, so you need to be able to keep your ego in check and manage your mental health.
How to make the most out of being an influencer
Influencing can be a great way to market yourself, your brand, or your business; but to really stand out you must find a way to maximize the potential of each post. When creating content, consider what kind of content your followers resonate with, then use that information to curate content that speaks directly to them.
Additionally, allow yourself room to experiment and get creative with what you share — it’s not always just about trying to influence people. It’s also important to be consistent with posts and maintain engagement from your audience by responding to comments and actively engaging in other’s conversations. Finally, use analytics tools and take advantage of the insights these tools provide about who follows your page and how those users have interacted with posts in the past. This can help ensure that you are reaching potential customers that may actually be interested in what you’re sharing!
Why being a female influencer is particularly important
When it comes to female influencers, the importance of their role in the digital world cannot be understated. Female influencers are not only inspiring more young women to pursue their dreams and positioning women as influential players alongside men, they are also changing the way companies market products and services.
Female influencers can also play an important part in creating a level playing field for both sexes. They can act as a powerful platform for women to express their opinions and be heard, inspiring other women to have the confidence to speak up and feel empowered. On top of this, female influencers are vital in promoting gender equality and creating a forum where people of all genders feel comfortable expressing their ideas.
To end…
Being an influencer is more than just taking pretty pictures, it’s about using your platform to make a positive impact. As an influencer, you can make a difference in people’s lives and inspire others to follow their dreams; while also making money from the comfort of your home. It may be challenging at times, but if done right, it can be an incredibly rewarding experience.
Now I want to hear from you.
If you want me to work as an influencer for your brand like I’ve done for Cisco, Microsoft, Intel, Citrix, Lenovo, and a few other cybersecurity brands, OR help you raise your influence as a leader in cybersecurity, please book a discovery call so we can ascertain if we’re a good fit.
