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Susie Erjavec Parker
Influencers: A THREAD An article on influencers in today’s demonstrates what I’ve been saying for at least a year. The bubble is going to burst, and soon. The word influencer today is fairly meaningless.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
When everyone says they’re an influencer—guess what? No one is. The shallow takes from a few of the self-declared influencers (!!) were uninformed and flat-out WRONG especially when it comes to what the industry looks like (e.g. diversity.)
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
So my take, as someone who grew the first social media agency in this city is: 1. Any brands worth their weight are wise to the influencer game. Small businesses are vulnerable to fly-by-night influencers.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
They don’t have the deep pockets to pay $1,000 USD for a post (don’t get me started on that number as quoted in the article today.) More on influencer fraud here:
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
The influencer (read: social media) world is as diverse as the real world. There are people from every walk of life working in the industry to connect their audiences with brands they find value in.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
3. If you get a regular pay cheque from an employer then you are NOT making a livable income from your “Insta/blog side hustle” and aren’t banking your mortgage or rent on a sponsored post. Get real. 🙄 FFS 4. Influencers have ruined a lot. Ask any restaurant owner 🙃
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
5. Influence is dead. Yes, I said it. (Have been saying it for well over a year.) But what there will always be demand for is professional, authentic, and relevant CONTENT. Content creators—and good ones—are where it’s at in 2019 and beyond.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
6. On the agency side, I don’t care (and we advise clients on this) how many followers an “influencer” has. I’ve worked on campaigns where someone with 100K followers didn’t get one conversion yet the person with 2K followers got 125 conversions.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
7. Currently any agency worth their salt is highly skeptical of “influencers” with more than 10K folllwers on Insta. The gaming of that platform is rampant and unpoliced. It’s Thunerdome. We look for nano and micro-influencers (content creators) who aren’t gaming their numbers
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
8. Content Creators Are The Future. 9. Content Creators are looking for long-term opportunities to produce for brands. It’s a mutually beneficial relationship that’s balanced and has defined goals, deliverables, and brands pay well for this content.
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Susie Erjavec Parker Aug 17
Replying to @susie_parker
10. If your business is banking on influencers you’ll be very disappointed. If you pursue relationships with content creators you’ll get better results especially long-term. Thank you for coming to my TED Talk I’m not here to say what’s popular. I drop truth bombs 💣🤷🏽‍♀️🙌🏽👋🏽
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