Using influencers have become part of our marketing and PR plans. Much more than just someone with influence, “influencers” today are predominantly social media promoters. How does such influence differ from inspiration though? Why do we never hear about inspirers?
Let’s look at the definition of the terms. It seems that the core difference lies in the intent and focus of the two concepts. Influence is something that affects decision making and behaviour. Inspiration is more about internal motivation, creativity and ideas. To me it is almost like marketing and sales. The one motivates and the one activates.
When we personalise these concepts, influencers are the above-mentioned social media personalities, but also celebrities and those with a public persona who influence the purchasing choices or decision making of those who admire them. Inspirers, although this is not really a term we use, might rather be motivational speakers, writers and even content creators.
I have heard that some people introduce themselves as content creators, stressing that they are not influencers. Sometimes influencers can also be exceptional content creators, but not necessarily so. At the same time, some of us are very creative at storytelling and producing engaging content, but without being influential in our personal capacity. Am I wrong that there is sometimes somewhat of a negative sentiment towards influencers? I believe this happens when the synergy between the brand and the influencer is forced and not genuine. Selecting influencers that align with your brand image and message can be quite the make or break for an influencer campaign. I know that our team have wonderful relationships with influencers, but the relationship is not built on easy exposure for the brand or freebees for the influencer. There is respect from both sides, for the attributes of the product or brand as well as for the influence and credible content from the influencer.
Perhaps it is easier to negate the negativity when it comes to those who inspire? Motivational speakers, writers and artist who inspire with their life stories or creativity usually speak from a place of experience which brings a natural authenticity. Some brands or products can align with such inspirations, but if forcing a relationship, it is once again easy to be sceptic about how genuine the message and relationship can be.
The common denominator seems to lie in authenticity. Whether the content is skilfully produced and beautiful to look at or perhaps just an amateur cell phone production and whether the person who broadcasts the message has influence over decision-making or inspire because of their experience or skills, when the message seems to be forced or the collaboration unnatural, the message and the value of such cooperation get lost. I believe this will do more harm than good.
Influence doesn’t necessarily imply inspiration, while inspiration might be a beautiful dream without any action. In an ideal world, a combination of these two might be a wonderful vehicle for brand activation, if the alignment is natural and the connection genuine.
If you must choose between the two? I found these insightful opinions of twenty leaders reflecting on this question. (Read more) While some believe in the power of motivation, others prefer action as it leads to measurable outcomes. Finding a way in which meaningful action comes from purposeful motivation, sounds like the ideal. Brand stories that inspire will influence – whether it is organic or by using the voice of an influencer.