Who are the new 'influencers'?
The Blogger Programme
We were delighted to be part of the 2018 Mindshare Huddle, and take part in both a Huddle panel session, and host an Off-Huddle TBP Selfie School. During our Huddle, we wanted to discuss the psychology behind influence and authenticity. To do this, we had three key panellists…
Firstly, Jo Hemmings, a behavioural psychologist and a member of the British Psychological Society (BPS). Jo specialises in media and celebrity analysis, and regularly appears on ITV’s Good Morning Britain, by giving psychological advice and assessment to TV producers and guests. Joining Jo, we also had Byron Rawlings, CEO & Founder of The Blogger Programme (TBP), a global influencer marketing platform and agency. After working for an online fashion start-up, Byron set up his own social media agency, Social Network Solutions (SNS) in 2012. Since then, Byron took his knowledge of digital and influencer marketing to create The Blogger Programme in 2015. Finally, the panel were joined by Agency Sales Director at The Blogger Programme Ryan Gardiner. Ryan is responsible for all agency and brand relationships, ensuring campaigns are executed with creative flair and professionalism that meet a brand’s objectives and KPIs.
During the panel discussion, The Blogger Programme discussed who they believed to be the ‘new influencers’ of today, as well as compare both influencers and celebrities and how both have a certain degree of trust and authenticity with their followers. Byron stated “influencers are born from a passion, and have the power to create an action”. Jo went on to explain that in the social media world in which we live in, the lines between the two have become blurred and that “celebrities can now become influencers and influencers can also be classed as celebrities”. When it comes to creating an influencer marketing campaign for brands, Ryan mentioned “brands are more inclined to have celebrities as the face of their brands, but influencers drive more engagement and create the incredible content that is shared and interacted with across social media platforms”.
The Blogger Programme and Jo Hemmings then looked at several influencer profiles and content creators, and discussed who they thought were more authentic, trustworthy and relatable. Jo drew on her psychological expertise and analysis and explained how “there are two types of trust; effective trust which is ruled by our hearts, and cognitive trust which is ruled by the rational side of our brains. Instinctively, we all use ‘impression management’ and decide whether we feel that the person in front of us is trustworthy - once the decision is made, we are either reassured if our effective or cognitive trust was right or wrong”.
As the panel drew to an end, our 3 panellists discussed the future of influencer marketing, and gave us insight into whether they thought the ‘influencer bubble’ is set to burst. Byron demonstrated “75% of marketers plan to spend on influencer marketing next year, and that influencers are the most popular choice for brand endorsements”. Ryan added that “the future of influencer marketing will see an increase in disclosure of sponsored content and tackling fake followers”.
We would like to thank Mindshare for their hospitality and for hosting such a fantastic event.