Going Grassroots: Bottom-up Influencer Marketing
The sun is shining, we’re standing side by side, gazing into the ocean. “No guys”, my friend interrupts from behind, “you look too posed — we need a candid photo.” The very irony of staging ‘candidness’ sounds ridiculous but is all too familiar. We scroll down our Instagram feeds and boast in those unadulterated #nofilter shots. But let’s face it, you probably ran around for ten minutes trying to capture that lighting and then we convince ourselves it’s seamless and sincere.
‘Authenticity’ permeates rhetoric surrounding influencer marketing. Being ‘authentic’ is the essence of what brands seek in their partnerships with strong social media presences. But does this incessant push for authenticity reveal a little naivety on our part? Don’t get me wrong. This is not a cynical rant about how the world is made up of artificial constructs and that we’re all mindless puppets on strings (not yet anyway). There is certainly evidence that indicates the effectiveness of influencer marketing — particularly when there is potent synergy between the influencer and the brand. 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands themselves — this is a compelling fact. [1]
However, there will always be inherent tension between creativity and reality. In the very process of a brand and an influencer constructing a narrative or an image for the consumer, an element of fabrication is present. A certain artistic artificiality seeps in, regardless of genuine intentions — it’s almost unavoidable. But it’s not necessarily a bad thing. My favourite novel is fiction — that doesn’t take away its power to impact me deeply. We appreciate a painting of a place or person, not because it is the very incarnation of what it depicts but because it is a thoughtful representation and creative interpretation. It doesn’t have to be real to be truthful.
The quest for authenticity within influencer marketing is arguably a search for these three values: honesty, sincerity, and quality. We desire openness from our role models, we want to believe that their advocacy of a product stems from an unfeigned connection with it, and this is a form of quality control to evaluate a product’s worth. If we move away from preoccupation with the word authenticity and hone in on what is actually being sought when we say ‘authentic’, we can express those core values through an alternative idea. The essence of influencer marketing as collective as opposed to authentic: bottom–up influence.
But what does that mean?
1. Cultivate conversation
True and long-lasting influence is nurtured in a discursive rather than didactic environment. Sure, the charismatic social media personality might be a great match for your brand. But why not go where the sparks are already flying: dedicated customers. We point to an ‘influencer’ as the one to speak, and the consumers to listen, but why not let the customers speak to each other. Lower the raised platform, give them the megaphone and let them influence each other with loyalty and passion that isn’t performative.
2. The ordinary ‘hero’
A compelling recue story will have us on the edge of our seats. The hero is cool and sexy, and of course, he or she saves the day — and we expect him to. But what if the hero was the old lady who lives down the road or your five-year-old nephew? That’s more interesting. Taking a risk and picking unlikely influencers could be a worthwhile endeavour. Tapping into the power of the everyday persona has the potential to create a relatable narrative that resonates with target audiences.
3. Multiplicity and diversity
As well as a collective, reciprocal conversation and empowering the everyday consumer, bottom-up influencer marketing thrives on amplifying multiple and diverse voices. Rather than elevating the singular archetype of a social media influencer, let’s break down that singularity into variety. By shining a spotlight on its different kinds of consumers (as opposed to only the most popular), brands can transform themselves into a melting pot, connecting people who would have otherwise remained distant and disconnected from each other.
If influencer marketing becomes a collective space, we won’t have to keep striving for and convincing ourselves of its authenticity — it will be a natural overflow. Marketing that engages with the nuances of a wider range of consumers will automatically be more representative and ring true. And like my friend, instead of calling out for these “candid photos”, with bottom-up influencer marketing, we may be one step closer to what we mean when we say authentic.
[1] https://www.ion.co/essential-stats-for-influencer-marketing-in-2017
