Influencing the influencer – you’ve got the power!
One small step for Influencers, one giant leap for Digital Marketing
We are focusing on social media influencers in this blog as part of our Social Listening and Audience Insights blog series. After reading this 5-minute blog you will have a better understanding of influencers. Having a better understanding of the types of influencers can enable you to effectively match the right type of influencer to the relevant company.
In short, influencers are individuals or brands who can persuade audiences due to authenticity or power. For example, Kylie Jenner created a craze known as the ‘ lip challenge’. Girls were inspired to look like Kylie Jenner by having bigger lips, so they used devices to swell the lips.
In this blog, we are also going to present the influencer networks from the #BeBodyKind campaign for Mental Health Awareness week. The Mental Health Foundation found that one in five adults in the UK has felt body shame within a year. Moreover, 19 percent felt disgusted with their bodies. In short, we need to abolish the body shame #BeBodyKind.
Adroit was interested in Mental Health Awareness Week because we work with many charities. Consequently it is important to stay up to date with current charity campaigns and ethical movements.
So, we tracked the online conversations with the campaign’s hashtag #BeBodyKind. You may recognise this hashtag from social media as it was recently Mental Health Awareness Week (13-19 May). This year’s focus was body image; how do we think and feel about it.
What is everyone talking about
It is encouraging to see the body positivity hashtag booming in posts and engagements. The green peak represents the Mental Health Awareness week. The green colour represents the positive opinion of these conversations. Artificial Intelligence calculates opinion by categorising words and images to create a sentiment. Within sentiment, joy was the most significant emotion. Therefore, the majority of the conversations created a very beneficial impact on those who were engaging with them.
It is well-known that Social Listening has many tools to enhance organisation market research. It is less well-known that Social Listening can also help awareness with charitable campaigns, such as Mental Health Awareness. With the insights from Social Listening, you gain valuable knowledge that can help amplify your campaign. One method is finding out all the networks that influenced your campaign. Networks are clusters of individuals that are linked by a common theme. For instance, individuals that have an interest in ‘body positivity’. You can then target this network to amplify your campaign.
The Mental Health Foundation recognised body image concerns, as research suggests body shame is linked to poor mental health. For example, it tends to be a risk factor for self-harm and eating disorders.
The Guardian published an article on body image and mental health which coincided with Mental Health Awareness week. They highlighted the constant battle of ‘diet-talk’ which strengthens unrealistic stereotypes.
On the contrary, body positivity campaigns have began to make a movement online. You can enhance awareness campaigns with information gained from Social Listening, Artificial Intelligence and Audience Insights.
In addition, powerful individuals are backing the movement, such as the MP Gloria De Piero. So, we thought it would be interesting to research who else was influential in this campaign.
Who were the Influencers?
Firstly, we looked at all influencer networks, predictably ‘mentalhealth’ had the largest network as they were running the campaign. ‘NHS’, ‘all on the Board’ and ‘government organisations’ were also large networks.
Next, we dug further into each network, which can be broken down by followers/engagement/visibility. ‘Man City’ (a mega-influencer with 6.5 million followers) was influential on the #bebodykind campaign.
The football club posted a video which was viewed over 31 thousand times. The video is using the #bebodykind which creates an awareness for the campaign put forward by the Mental Health Foundation. In the video they discuss the topic of body image and photographs, how photographs effect people positively and negatively. One of the photographers said: "The problem is not with your body whatsoever" and this was highlighted on the post. This quote reflects the overall theme of the #bebodykind campaign.
Conversely, there were also Nano-influencers, such as ‘Dom Dalston’. He has a weekly radio show/podcast called ‘Walking in Wisdom’. He is a Nano-influencer with under 1000 followers, but he has over 3000+ tweets, so very active on Twitter. His podcast focused on ‘hurt feelings from criticism’ in Mental Health Awareness week.
Dom Dalston posts about aviation and his podcast/radio show but he also has a lot of engagement with content on ethical issues, such as, LGBTQ rights and mental health. Hence why he has been recognised as a Nano-influencer in this campaign.
Why the Interest in Influencers?
Marketeers are interested by Influencers for very good reason. Influencers can prove to be a very cost-effective way to amplify campaigns. Evidently, influencers ‘influence’ but there are actually many different types of influencers.
- Nano-influencers have a small following; the lack of fame makes them easily approachable. Their followers believe they recommend products and services genuinely.
- Micro-influencers have niche communities with specific interests, which allows brands to tap into them. Adwork’s research shows that micro-influencers have higher engagement compared to larger influencers.
- Mid-tier influencers have a more sizable following but are still more accessible than macro and mega influencers. This tier is known as the ‘happy balance’.
- Macro-influencers have many followers and people are aware that they make their income from this. That said, they can still create a really broad scale amplification.
- Mega-influencers are celebrities or famous individuals with a fan base. They can create trends, just as easily as driving them, but are often more costly.
How do you decide which one is best?
The Influencer Marketing Hub suggest engagement rankings can be more useful than followers, and have comprised the following table. This is an approximation and not always the case.
Body positivity boomed online in Mental Health Awareness week. Just from a brief introduction to influencers and their networks, you can see how this can be a valuable tool to any campaign. From Nano-influencers to Mega-influencers, all influencers have a vital role to play on the internet.
Who are YOUR influencers?
You need to stay one step ahead in the current digital world and your competitors may already be utilising this information. We can help you navigate the world of digital marketing to make sure you don’t ever miss a trick. Don’t just take our word for it, in the world of fundraising, the Insight in Fundraising Awards previously honoured Adroit for outstanding contribution awards.
If you've been affected by issues in the blog, seek further support with mental health helplines:
- UK and Ireland- the Samaritans is 116 123 or email firstname.lastname@example.org
- US, the National Suicide Prevention Lifeline is 1-800-273-8255
- Australia, the crisis support service Lifeline is 13 11 14.
- Other international suicide helplines can be found at befrienders.org.