On Influencers and Brand Influence

What does it mean to be an influential brand?

In my opinion, two things:

  • First, it means that you have credibility among customers—there’s a broad consensus that your brand delivers the value it says it does.
  • Second, that you have authority in your market—you’re innovative in your category, so your competitors take their cues from you, not the other way around.

Content plays a crucial role here.

In a recent Skyword survey, a majority of consumers (54%) and business buyers (53%) said that the quality and authority of a brand’s content significantly impacts whether or not they purchase from them. Leery of persuasive tactics, they seek out content that helps them make their own choices and gives them confidence that they’re getting a good value.

This is a caution for brands who’ve become too reliant on the “borrowed” authority of Macro Influencers to move product. While an Influencer’s cachet may attract eyeballs in the short-term, sustained brand growth takes earning hearts and minds.


Put simply, it’s time to diversify.

A more effective approach to building brand influence involves tapping into the power of Everyday Influencers. These are subject matter experts who also happen to be members of your brand audience. Where Macro Influencers are increasingly seen as mercenary, the relatability of Everyday Influencers is bona fide.

They may not have millions of followers on Instagram or LinkedIn, but Everyday Influencers offer a few critical advantages that Macro Influencers don’t: owned authority, authentic connection, and scale.

Here’s what I mean:

Your brand owns the conversation; experts amplify it.

Samsung launched platforms like Samsung Business Television and the Business Disrupted podcast to inform their customers about big-picture topics, like the connected supply chain, the future of mobile security technology, and how to develop stronger IT leadership. Their format brings together Samsung experts and Everyday Influencers—ranging from IT business leaders to technology developers—to discuss the challenges and solutions associated with each issue.

Notably, Samsung doesn’t just sponsor the conversation, they lead it—on their channels with a host from their own brand.

What works…