More and more brands are scrambling to partner with influencers/bloggers. That’s because influencer marketing works, giving brands credibility and a human face.
We hear the words blogger and influencer being used a lot interchangeably. The industry is no longer solely governed by magazine or newspaper editors – today, all events are peppered with a mix of influencers, bloggers, celebrities, and those that fit somewhere in-between.Now let’s have a look at what exactly is the difference between a blogger and an influencer.
The easiest way of describing a blogger is someone who is known primarily for their website – it might be photo-based or written. When they first emerged over a decade ago, it marked a huge milestone in democratizing the fashion industry. Bloggers have a point of view, a particular taste and a unique way of presenting and documenting – whether visual or written.
The most successful of these have learned to monetize their blogs through advertising, campaigns, and brand projects.
Influencers don’t typically have blogs/websites or any other platforms outside of social media. In the earlier days, ‘influencers’ were asked to attend designer dinners, fashion shows, and gala parties and were paid for it because it earned the brand kudos to have them there. At present, the worth of an influencer is determined by how many loyal followers they have – if his or her Instagram Insights indicate that their following is loyal, then they’re in luck!
Brands pay them to wear their clothes or try their products, which they wear and present on Instagram in their unique way – charging typically between Rs.500 to 50,000 per post. Those with millions of followers can also charge more than Rs.50,000! These sponsored posts legally need to be marked as such (which is where you’ll spot the #ad, #promo or #spon).
WHY AN INFLUENCER IS NOT NECESSARILY A BLOGGER
An influencer is an inclusive term while blogger is very specific to only one category of people as discussed above. While some influencers can be bloggers, but not all of them are.
For example, when an influencer mentions a product on their blog, and you click on a link to buy that product, that influencer gets a fee (affiliate marketing). Some influencers are also paid to feature certain products on their Pinterest profiles. Others, particularly vloggers or Instagrammers, are paid a fee to simply say they like the product or feature that product in a post/story.
Does your brand focus on influencers, advocates or an equal mix of both? If not, what’s holding you back?
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