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With a seemingly insatiable demand for content, amateur's helping to create authentic, credible content may help meet the demand.

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As more diverse messages are delivered about your brand, by many people - a single voice becomes virtually impossible.

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We've noticed that giving our product to 'ambassadors' not only means they are making content that can go out to our audience (and their own) but also that it tends to activate their friendship and community groups. As they wear and/or use the products, they naturally promote the products to those around them as well as online.

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With the huge amount of brands on social media, most are reaching out to content creators or famous people within their industry. The competition to keep brand 'ambassadors' on board is increasing, and as they become more in demand, they want more compensation for their work and time. Managing this requires a lot of work from the brand. And, as ambassadors have their own audience, it is easy for them to voice their unhappiness with a brand, if you misstep in managing this.

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Whenever I see 'influencers' attempting to promote products, I as a consumer are more often than not turned off the product, and moreso the brand. Everyone is doing it these days but it just comes across so insincere and inauthentic. So many influencers have been caught out pretending to use/consume the products they are supposed to be promoting.
I think paid collaborations with credible ambassadors is attainable and worthwhile for some brands, but it pays to be selective.

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I've noticed many fashion brands seeking out user-generated content and integrating it with their own. Many websites, online stores, instagram accounts ect will have a "as seen on you" feature. This encourages the consumer to actively engage with the brand long after the point of sale, by posting and tagging the brand in content they produce which features the brand's products. This engagement also encourages customer loyalty, as recognition from the brand individualises their experience and assists in making them feel valued as a consumer.

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'Influencers' in the field of education can be used to promote our message to a wider audience. ‘Real people’ can add a sense of authenticity to your message if they are trusted by their followers

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Controlling the message might be hard the more people used. Social media personalities or ‘ordinary’ people can always make a mistake that turns people off them and having your brand associated with someone could be detrimental.

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Hope this gets your attention. The HOOK! 

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Personally I am a big fan of influencers that derive from ordinary people, because these ordinary people who become somewhat famous on social media have a stronger potential to resonate with "ordinary people" like us, lets just say people like to relate and connect and have things in common. Also the influencer already has established a fan base organically.

Pros:  Creating genuine authentic content from an ordinary person who then becomes somewhat socially famouse can influence the brands messaging to their audience.Potential to increase sales, build trust and loyalty.

Cons: The brand has a very specific strategy and plan to share the brands message it is costly and time consuming, the potential for a not so famous influencer to have an impacvt on the brands message amongst their active fan base, if negative could potentially ruin the brand itself.

In conclusion this is a positive and a negative because  actual brands now need to be very intentional and specific with their marketing stratgies, not lie, be honest and transperant because an ordinary not so famous person could come into the picture, test the product and share a review or their experience online, it becomes viral and then in an instant depending on the influencers outcome... if its a negative experience from the influencer this will ruin the brand, if its a positive experience this will benefit the brand greatly.

The brand and the influencer eventually could partner and work together as a team, or as we say a paid partnership so its a win win and a tailore marketing strategy.

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We have a partnership with Olympics and Paralympics have ambassadors that help represent our brand in community/ brand activation. Allows consumers to connect with the ambassadors, and trust us as a brand

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In my previous role it was my job to market global experiences to students. What I learnt is that peer-to-peer content engaged students a lot more compared to uni developed marketing. I capitalised on this and used student testimonials that students had provided or contacted them for. Students were excited for their 15 mins of fame. They would engage and share any articles they featured in or any of their photos that were posted to social media.

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How often do we see the fall of influencers because of one misjudged sentence or timing of a post. It is very easy to become a social pariah in the age of social media and cancel culture.

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'Ordinary people' are increasingly willing to turn to the media to highlight a personal grievance with a company or brand. This can lead to considerable reputational damage if the brand isn't given the opportunity to respond or is not prepared for a response.

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Everyone with an online profile in an influencer these days. Whilst traditional celebrities still play a role in influencing awareness and conversion for games, it's gaming specific influencers that hold the real power. Their opinion can make or break the commercial performance. Another pro is that it's possible to get community feedback through Beta trials that can influence the final product and ultimately enhance the engagement and overall reception.

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See my point under pros. Essentially the reverse of that, which can have a significant impact on business results. A good example that I shared previously is the Infinite Warfare gameplay trailer. It became a movement for fans to dislike the content and share that dislike with others. It resulted in the worst performing game in the franchise's history.

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As a 2 person run event, we are part of the demotic turn. We have been able to make graphics, videos & and content without the traditional gatekeepers. Pushing ourselves as the influencers, authorities on blues, that is also easy on the purse.

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As a con, we lack the understanding to consistently stand up against other competitors who have the skill to make sure their brand is salient and top of mind, is communicated well, & essentially understand how to get bums on seats. Hence why I started this course.

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Using micro influencers (read as inexpensive) for a fashion retailer I found improved brand social proofing. We also had easy ready made content for homepage, product pages, EDM's and socials. We noted increased traffic to featured product pages, and increased sales of those featured products, as well as improved engagement on socials.

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Using micro-influencers (inexpensive) for a fashion retailer, the Cons were varied. Sourcing and organisation of the influencer/s was very time consuming for the brand to manage.
We experienced a lack of control of the content created and the brand marketing calendar often did not align with influencers calendar.

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It helps small brands or franchises with small budgets to reach their target audience. It helps save costs like the agency's management fees.

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Using influencers with "contra" (product, gimmicks, etc.) instead of paying for the posts can be tricky.
Brands lose control of their voice, tone, hashtags and the time the post is on the platform. It becomes challenging to ask for amendments.

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Because UGC comes from the brands target audience, the content doesn’t come across as salesy, pushy, or fake. The use of genuine looking content helps brands get better cut through in a cluttered environment where traditional creative styles of advertising is used.

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Can crystals cure your depression? (Spoiler alert - science suggest no)

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Can crystals cure your depression? (Spoiler alert - science suggest no)

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The demotic turn is particularly challenging in the mental (and physical) health industry. There is constant innovation and progress in new types of treatment, which means some amazing progress in terms of health outcomes. However traditionally any new treatment would only be promoted after it had been scientifically evidenced. With the rise of social media, a lot of quasi-scientific products and services have entered the market and reached the public without any kind of rigorous or independent testing. There are huge numbers of social media influencers promoting their own solutions to health problems, with results based only on their own self reporting. (The case of Belle Gibson is one high profile example). Not only can this result in unethical marketing and dangerous health outcomes, it also casts doubt on innovative new brands that do the research and have the science to back up their treatments, as they are approaching consumers using the same communication channels.

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Providing a first hand perspective in the health industry

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Providing a first hand perspective in the health industry

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In the Australian health industry, there are strict APHRA guidelines around the use of testimonials and case studies. If taken extremely literally they imply you cannot link a health outcome to a health service delivered by an APHRA qualified clinician. As a result, any kind of client testimonial a company wants to produce is usually extremely weak and not particularly compelling. User generated content falls outside these guidelines, as they are not promoting a product or service. UGC provides a way to share a customer’s experience independently of the brand’s Marketing, and is sometimes the only way to promote positive stories from a personal or firsthand perspective.

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People can comment, produce + upload content and call-out your brand at any time on social media. Not responding quickly enough to negative online activity or content that's completely off brand can damage brand reputation.

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Lower production and talent costs and use of the networks around the celetoid allows for a more targeted message to consumer groups.  This allows for low cost access to new consumer groups who either may not have been consumers marketing content through our traditional channels, or may have a different need state to other consumers (and this can be showcased by the celetoid).

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I guess my 2 main concerns are ensuring suitable quality of production/content associated with the brand, and also (given the propensity of the celetoid to do or say things that damage their own brand) the risk of brand damage associated with a brand ambassador when things goes wrong.

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As a Fed funded NGO I think of MP's on social media when contemplating the 'demotic turn' for our brand - the real risk is that they can be mavericks on social media, and sometimes post inflammatory things, and by association can hurt our brand in the minds of those key stakeholders who know the MP is our brand's Minister.

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As a Fed funded NGO I think of MP's on social media when contemplating the 'demotic turn' for our brand - the real risk is that they can be mavericks on social media, and sometimes post inflammatory things, and by association can hurt our brand in the minds of those key stakeholders who know the MP is our brand's Minister.

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There is an opportunity for our brand to work with a growing group of 'social good' content creators on platforms that we currently have no coverage (i.e. TikTok and Instagram) to create public good will for the sector we represent and thereby potentially influence more consideration of careers in the sector (one our the organisational purposes).

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There is an opportunity for our brand to work with a growing group of 'social good' content creators on platforms that we currently have no coverage (i.e. TikTok and Instagram) to create public good will for the sector we represent and thereby potentially influence more consideration of careers in the sector (one our the organisational purposes).