Interview with Hassan Soukar on Influencer Importance, Part I
What’s your definition of an ‘influencer’?
It’s clear that an influencer comes in many shapes and forms, but the most important two factors that define influence are an engaged audience and a level of advocacy which is driven by conviction. I think a lot of people tend to use the words influence and followers interchangeably, but you don’t need an unusually large audience to have influence, you need conviction and trust. I know that when I recommend a cell phone, a watch, a perfume, or a car to one of my friends or family members, they will consider buying it because they trust my recommendations.
What do you usually do when you get paid to share an opinion about a car or anything else?
If I get paid to share my opinion about a specific car model or any other product on Instagram to 200k followers, I may have an audience to spread awareness to, but the #ad created is not a form of earned media, and as such is not as powerful as my organic recommendation.
What’s the difference between an earned influencer and a paid one?
It’s important to distinguish between an earned influencer and a paid influencer– earned being a brand advocate/brand fan and a paid influencer being someone who has been paid to promote.
You said once that ‘brands are starting to get it right’, what do you mean by that?
When I say that brands are starting to get it right, what I mean is that in the past, companies took it for granted that a blogger would be thrilled to promote them in exchange for a few free products. I was a part of that early wave, and let me tell you — it sucked. We, bloggers, spend a great deal of time getting to know the product, taking photos of it, writing about it. Thankfully, brands are beginning to see that influence marketing is something of great importance; especially, in this digital era. It’s one that still requires a budget, like any other strategy.
Is paying an influencer worth the investment?
Yes, for sure! Paying an influencer is worth the investment. Once you define what it is you require, he will work hard for you and deliver results on time. Having a long-term relationship will also get better results.
What are the best ways through which brands can work with an influencer?
There are many ways you can work with an influencer:
- He can become a brand spokesperson at events.
- He can contribute expert content on your blog.
- He can lead industry Twitter chats on your behalf.
- He can host your ad on his website.
Because he knows the audience you’re trying to reach, he will likely have ideas about the most innovative ways to engage that audience.
One last word?
I’m thrilled that influencer marketing is finally coming into the mainstream. I look forward to seeing how brands learn to interact with influencers and eventually compensate them for the value they provide.
It’s really interesting interview. Thanks for the great info.
Love everything about the interview.
I think the role of influencers is very important marketing-wise.However, influencers should be selected very carefully.
I think brands should rely on the right influencers – the ones who can deliver results and help generate sales.
I believe influencer marketing needs a real steady budget in order to have good results on the long run….
Love the topic you shed light on through this interview. It’s the trend nowadays.
Great interview Bryan! Thanks for presenting this info.
Interesting subject, indeed! Thanks for addressing this kind of trendy topics.
I think this depends on the products as some products, cellphones for example, need to be showcased via social media platforms since this way of marketing will appeal more to the young generation who will be more interested in this kind of gadgets..
Great interview and cool information. I wish brand could understand that pretty soon.
Good to know that brands are finally beginning to see that influence marketing is very important and requires a budget, like any other strategy.
The details which are covered here are good to be grasped by the people who are in charge of the marketing department in every company.
In fact the influencer marketing is still pretty ambiguous and a bit foggy.
Love the topic of the interview…Looking forward to reading the other parts.
Interesting topic, indeed.
We really need to know more about this important topic.
Very cool interview, indeed!
The interview highlights many important issues some of which we are not really aware of.
Hassan Soukar is a versatile talented man. I wish you all the best in all your future plans.
Very cool interview and interesting info. Thanks for publishing this nice piece.
We badly need to know this.Thanks guys!
Interesting interview really! Looking forward for the coming parts.
Good stuff. Keep it up guys!
This is great indeed.
Good interview and very important information.
This is really interesting!
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