Making your Mark online
Empowered by the WWW, social networking sites such as Facebook, Twitter, and Instagram are home to a hubbub of social activity, interaction, and the kindling and (re-kindling) of relationships. Social networks allow us to maintain considerably more friendships than we would ever be able to manage in the off-line world. They allow us to create strong ties with people we have history with by interacting with them at the click of a button. At the same time, we establish weak ties with those who we share mutual friends, interests or even the same obsession for a celebrity with. These weaker, less intimate relationships, form the online communities that we engage with.
In the last five years or so, social networks have evolved into a platform on which not only social relationships can thrive, but business relationships can too. Such interactions are often seen in the form of digital adverts on our Facebook news feeds or company pages designed exclusively for engagement between businesses and their existing and potential customers.
Instagram, on the other hand, gives businesses a slightly different approach to their sales’ strategy. The major difference being their use of public figures and celebrities to do the selling for them. For example, you might recall Calvin Klein’s use of Justin Bieber and David Beckham to flaunt their undies, or the wave of online clothes shopping and teeth whitening adverts that flooded the accounts of Love Island contestants following their departure from the show.
2017 Love Island contestant’s, Jess, paid promotion for teeth whitening brand.
Additionally, more and more companies are now beginning to turn to Influensters for help with their sales. One example is female clothing Brand, Boux Avenue who run an annual student ambassador scheme. A scheme which I am lucky enough to be part of this year! Female university students can apply to participate in the scheme by submitting an application via their Instagram accounts. Those chosen to be ambassadors then work closely with Boux Avenue throughout the year; working hard to promote the company and their values through social media posts, blog entries, and attendance to launch events. in return, ambassadors receive multiple new additions to their wardrobes and the chance to win some worthwhile prizes (including £5000 paid of of their tuition fees!). I really enjoy the scheme; mainly due to the online community which I have become a part of. Members of this community include other ambassadors, members of the company’s management team, and Boux Avenue’s customers.
Here’s a few of the members of my online community.
I definitely wouldn’t call myself an Influenster, as being one requires a lot of devoted time to building such an online presence. However, being a part of the scheme has definitely given me a platform on which to build my self-brand. This was especially influenced by Boux Avenue’s inclusive ethos and endorsement of self-confidence of women. A theme which is especially in keeping with my personal blog’s core values of positivity and having a bright insight to life. You can read my blog here:
https://tazusher.wixsite.com/tjubrightinsight
Who are Influensters and what do they do?
Influensters are social media users who influence the way that others think, act or feel. The best Influensters do so in a creative and empowering way; addressing topics ranging from fashion, to travel, to self love. They do so in a way that is unique to them, and by creating their self-brand.
Self-branding. Where to start?
Establishing a self-brand is a gradual and challenging process. Although we are all unique in the offline world, the tricky job that Influensters face is to translate their personality, values, and interested into one which stands out online. Most importantly, they must occupy a style, insight or knowledge which is beneficial and of interest to their followers. Characteristics defined by author Malcolm Gladwell as belonging to internet users called ‘Mavens’.
To explain exactly where you might start when it comes to creating your self brand, I’ve created this short animation.
8 Steps to creating a Self Brand:
But where do we draw the line between self-branding and money making?
It’s a tricky one to call. So often nowadays you will see Influensters using their successful digital platforms to promote businesses in exchange for money. Yes, in some cases this means that they can rely on their pristine Instagram feeds as their main source of income, but for their followers who might be expecting something a bit more unique, the abundance of adverts and promo posts on our news feeds can become a bit mundane. Equally, such content has been said to be misleading. It is occasionally confusing whether celebrities and Influensters were promoting brands for business reasons, or if they have a genuine love for a certain hair product or weight loss tea.
This is where #Ad steps in. As of this year, the requirement for Influensters to include #Ad in their posts has become much stricter. Personally, I think it’s a good idea for Influensters to remind their followers whether what they’re posting has a business incentive behind it or not. After all, the success of their digital platform (enabling them to form such partnerships) is something for them to be proud of. However, ensuring that their followers have an honest impression of them should be a top priority too.
References:
Gladwell, M. (2000). The tipping point: How little things can make a big difference. New York: Little Brown.
The Soapy Group (2018). Retrieved from: https://thesoapygroup.co.uk/facebook-advertising/
