How important is influence with online marketing? Most professionals would say influence is pretty important, especially when it comes to social media. The notion is that a few key people can spread an idea to their audiences and networks, causing a brand’s content to “go viral” or at least gain more substantial distribution than if the content were promoted to the every day social media Joe and Jane.
Pursuing the “big influencers” alone, is probably one of the biggest fallacies on the web.
instead of looking for influencers, stop for a minute to consider what “influencer” means. To me, it’s someone that has earned ongoing attention of an audience or community and this person has the ability to move others or sway them to a point of view. Just because a person may appear to be influential sometimes that is all that it is, an appearance.
POPULARITY AND INFLUENCED ARE NOT ONE AND THE SAME.
Influencers with mass appeal are easy to find and get found often. They get tons of requests by others to share this, promote that. Some of them do so much of what is asked of them that they lose credibility by over-promoting. Their community may remain but they stop believing in them and looking to them to know what is good or best.
instead of hunting the "big fish" go for the niche influence. go for the persons with intimate connections and you will fare much better in any market.
Remember it is often better to have a lot of little quality endorsements than a huge fish that no one will believe ever heard of you. stop dreaming of getting that one famous person to mention you or your product and K.I.S.S