Influencer Relations Is Not Influencer Marketing

Influencer rela­tions is not the same as influ­en­cer marketing.

Organisations reach­ing out to influ­en­cers often get it wrong. However, most con­fu­sion can be mit­ig­ated by simply mak­ing the prop­er distinctions. 

To cla­ri­fy these dis­tinc­tions, I’ve defined the four types of influ­en­cer mar­ket­ing in this blog post.

Here goes:

Influencer Marketing vs Influencer Relations: What’s the Difference?

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Influencer Marketing vs Influencer Relations

There are two main types of influ­en­cer mar­ket­ing and two main types of influ­en­cer relations:

Influencer Marketing

Influencer advert­ising = the influ­en­cer will pub­lish the brand’s pre-made con­tent in their channels.

Influencer spon­sor­ship = the influ­en­cer will read a script to con­vey an offer­ing fol­low­ing the brand’s instructions.

Influencer Relations

Influencer col­lab­or­a­tion = the influ­en­cer show­cases the brand’s offer­ing by cre­at­ing con­tent sim­il­ar to the influ­en­cer­’s reg­u­lar content.

Influencer out­reach = the influ­en­cer receives invit­a­tions, demos, or exclus­ive mater­i­al without strings attached.

Advertising and spon­sor­ships are what we typ­ic­ally refer to as influ­en­cer mar­ket­ing. Collaborations and out­reach are typ­ic­ally referred to as influ­en­cer rela­tions.

Organisations look­ing to util­ise the poten­tial reach of rel­ev­ant influ­en­cers will be wise to pay atten­tion to these dis­tinc­tions. ¹Silfwer, J. (2020, January 15). The Influencers in Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​i​n​f​l​u​e​n​c​e​r​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

Learn more: Influencer Relations Is Not Influencer Marketing

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Why These Distinctions Matter: Influencer Trust

Being clear about your inten­tions is vital because it helps to build trust with the influ­en­cer. If you’re not upfront about what you’re look­ing for, the influ­en­cer may feel misled or used, harm­ing your rela­tion­ship with them and poten­tially dam­aging your brand’s repu­ta­tion.

In addi­tion to being clear about your inten­tions, it’s also import­ant to be upfront about your expect­a­tions. This includes the type of con­tent you want the influ­en­cer to cre­ate, the mes­saging you want them to con­vey, and the timeline for deliv­er­ing the content. 

Setting clear expect­a­tions ensures that you and the influ­en­cer are on the same page and work­ing towards the same goals — long-term. This helps you max­im­ise your budget and ensure you get the most out of your part­ner­ship with influencers.

Being trans­par­ent can also help avoid poten­tial mis­align­ments or con­flicts with influ­en­cers who may not fit your brand.

“Instead of one-off col­lab­or­a­tions, in order to cre­ate valu­able real rela­tions, you have to build long-term rela­tion­ships. Although not easy, it can be a bet­ter solu­tion than the clas­sic approach.”
Source: BrandMentions

Influencers Will Appreciate Your Business Transparency

In today’s digit­al-first land­scape, influ­en­cer mar­ket­ing and influ­en­cer rela­tions have emerged as for­mid­able strategies for busi­nesses to dis­sem­in­ate their mes­sage to a broad­er audi­ence.

Brands must nav­ig­ate the com­plex­it­ies of influ­en­cer mar­ket­ing, which neces­sit­ates a pre­cise under­stand­ing of one’s object­ives and anti­cip­ated out­comes when col­lab­or­at­ing with these digit­al mavens.

To optim­ise the effic­acy of influ­en­cer mar­ket­ing cam­paigns, organ­isa­tions must foster trans­par­ency and estab­lish can­did dia­logues with their chosen influencers. 

By adopt­ing such an approach, busi­nesses can har­ness the full poten­tial of this influ­en­tial mar­ket­ing medi­um, thereby pro­mot­ing organ­isa­tion­al growth and ensur­ing a fruit­ful return on invest­ment.

PR Resource: Influencers in Public Relations

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The Influencers in Public Relations

In PR, influ­en­cers are indi­vidu­als who have man­aged to grow a sub­stan­tial audi­ence, which has the poten­tial to affect a spe­cif­ic organ­isa­tion either pos­it­ively or negatively.

“Influencers in pub­lic rela­tions are emer­ging stake­hold­ers who gen­er­ate a state of opin­ion in the digit­al com­munity that sur­passes tra­di­tion­al pub­lic opin­ion.”
Source: The Role of Prosumers in the Interactive and Digital Processes of Public Relations ²Polo, M. (2020). The Role of Prosumers in the Interactive and Digital Processes of Public Relations. 161 – 174. https://​doi​.org/​1​0​.​4​0​1​8​/​978 – 1‑7998 – 3119‑8.ch012

Establishing and main­tain­ing good rela­tion­ships with stra­tegic­ally chosen influ­en­cers for the organ­isa­tion is often crit­ic­ally important.

I recom­mend using the fol­low­ing tiers and nam­ing con­ven­tions for cat­egor­ising dif­fer­ent types of influencers:

• Nano influ­en­cer. Nano influ­en­cers are indi­vidu­als with a small yet engaged fol­low­ing, typ­ic­ally between 1,000 and 10,000 fol­low­ers (but this will vary based on both the plat­form and the niche), often focus­ing on niche interests and hav­ing a sol­id per­son­al con­nec­tion with their audience.
• Micro influ­en­cer. Micro influ­en­cers have a mod­er­ately sized audi­ence, ran­ging from 10,000 to 50,000 fol­low­ers (but this will vary based on the plat­form and the niche). They are known for their expert­ise in spe­cif­ic fields or indus­tries, lead­ing to high­er engage­ment rates and a loy­al fanbase.
• Macro influ­en­cer. Macro influ­en­cers pos­sess a more sig­ni­fic­ant fol­low­ing, usu­ally between 50,000 and 1 mil­lion fol­low­ers (but this will vary based on the plat­form and the niche). They have estab­lished them­selves as influ­en­tial fig­ures in their respect­ive fields, often col­lab­or­at­ing with brands for pro­mo­tions and partnerships.
• Mega influ­en­cer. Mega influ­en­cers are high-pro­file indi­vidu­als with over 1 mil­lion fol­low­ers (but this will vary based on the plat­form and the niche), often includ­ing celebrit­ies and pub­lic fig­ures, who have a massive reach and can shape trends and drive con­sumer beha­viour on a large scale.

Learn more: The Influencers in Public Relations

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