Size isn’t everything

Performance Communications | June 1, 2018

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Stop sniggering in the back…As the old adage goes, it’s what you do with it that counts. Especially when it comes to influencers.

There are many ways to judge the importance, or influence, of an individual, be they on Instagram, Twitter or a newspaper. If you remember the 3R’s then you will be much better placed to judge and not fall into common traps:

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[item title=”Reach” icon=”crown”] Or size! How many followers/subscribers do they have? This is the easiest and most obvious metric to use. However just because they have a million followers, if the people you want to reach aren’t one of them, then that size is irrelevant. For that you need a relevant influencer. [/item]
[item title=”Relevance” icon=”bullseye”] This is a more subjective measure but how much do they talk about the topics that you are interested in. What credibility do they have in the topic you are interested in. The more relevant they are, the better. [/item]
[item title=”Resonance” icon=”comments”] Or engagement. Or the ability to cause action amongst their followers. They may have a million followers, but if they bought them (gasp…surely not!), then the people ‘following’ are actually probably ignoring them and their influence is weak. [/item]
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Looking for a campaign to raise awareness, then you will want high Reach and Relevance. Campaigning for a change in policy, then the ability to drive action from followers, or Resonance is key. The right influencer has a blend of the 3R’s and for that, size absolutely isn’t everything.

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