Running a small (tiny) business, means we shouldn’t complain about being inundated with work - and, if we had any sense, we’d have written this post a long time ago, to save the finger strain typing out the answer on an iPhone.
Okay, so there’s quite a bit of ‘competition’ out there for us - a million and one ‘influencer marketing services’ that guarantee to connect brands with the biggest and best influencers that ever did influence. Why are we any different?
Simple. Firstly, we’re not a search engine; which everyone else basically is.
These services find influencers based on the way they describe themselves and the content they post. Type in a few criteria, get a slightly random list of people who say they are what you’ve searched for.
Our data is different (and way better) as it’s comprehensive, specific, and accredited. We don’t use a search engine to find our data; instead, we work with industry influencers to research, identify, and collate our data - influencers who (corny as it sounds) live and breath the industry. They know the big influence cheeses and they know ‘John, 25’ on Instagram - that guy with 12,000 followers and an obsession with trainers. Try finding him with your search engine.
Secondly, these services are all about cold connections.
They want to act as a portal where brands post a job, find an influencer, connect somehow, arrange a sponsored post, and watch the sales flood in.
Influencer marketing doesn’t work like that.
To be successful, influencer marketing is about taking the time to develop meaningful relationships with relevant influencers. Contacting, connecting, befriending, educating, inspiring, and working to create compelling content that delivers your message - convincingly - to their audience.
You just can’t do this through a faceless web portal! Honestly, try it. Go on, it just won’t work.
Thirdly, it’s not strategic.
Brands need to understand who is out there, not just perform a search for an influencer or two. Our data gives a comprehensive understanding of (let’s just call it) the ‘influencer universe’. We show you every influencer relevant to your industry, their share of the audience, their favoured social channels and their follower growth over the past few months.
It’s not a list, it’s a map of influence, showing exactly who is talking to your target customer.
Fourthly (and finally), they miss the little guys.
These services always showcase the big cheeses; the superstars with millions of followers.
But, what about the little guys? They’re important too. They’re tomorrow’s superstars and, even if they never will be, many of them have have a disproportionately high influence over their followers. These guys aren’t followed because they’re a name; they’re followed because - within their industry - their views are respected, their style admired, and their content appreciated.
We include these guys; all of them. From a few followers to millions of followers. This gives a complete picture of influence across an industry and allows brands the opportunity to develop relationships with people today, who'll be big tomorrow.
So, that's what makes us different.
p.s. Not on mailing list yet? You've read this far, so you should be!