It’s Time to Drop the Baggage Around the Word “Influencer”

In recent years, the term “influencer” has become a buzzword, often laden with misconceptions. When you think of an influencer, images of glamorous social media stars may spring to mind. However, that definition overlooks many who rightfully fall into this category. For instance, if you run a cozy, family-owned restaurant and a local foodie with 300 followers gushes about your pot pie, guess what? You’re engaging in influencer marketing.

Lindsey Gamble, a creator economy expert, puts it succinctly: “Influencer” is simply a broad category for anyone capable of persuading an audience to take action. Whether that action is launching your first creator campaign or teaming up with a viral TikTok star boasting millions of followers, today’s masters of influence can have a significant impact—positively, of course.

Everyone is a Creator

Gamble emphasizes an important point: “In today’s day and age, everyone is a creator. Even if you don’t call yourself that.” This democratization of content creation means that anyone can produce valuable content, whether it’s a simple TikTok, a heartfelt review on Bluesky, or even a blog post.

When your content resonates with a group of like-minded people, community forms. And this community often translates into customer loyalty. Gamble shares an anecdote from his time working for a CPAP vendor, where collaborating with a niche sleep apnea influencer resulted in double-digit returns.

The take-home message is clear: it doesn’t always have to be someone with millions of followers. Sometimes, the most impactful collaborations come from individuals who genuinely believe in your brand. Luckily, this means there’s a creator for virtually every industry—and yes, even for the weird and wonderful niches.

There’s Power in Someone Else’s Voice

Why does influencer marketing work? Simply put, it taps into a fundamental aspect of human behavior: social proof. Gamble encapsulates this, saying, “What people say about you is more important than what you say about yourself as a brand.”

But authenticity is key. Just like you wouldn’t micromanage a plumber, directing a creator to regurgitate your brand message turns them into a mere “digital billboard.” Instead, think about how the creator can address your business pain points uniquely and effectively. Whether you’re trying to engage a demographic that’s been hard to connect with or bolster your presence on a specific platform, collaborating with an influencer offers a fresh perspective.

Gamble suggests starting with a clear outline of your goals and success metrics. Work with the creator to brainstorm innovative solutions rather than dictating your existing narrative.

Work Your Way Up

For many brands, securing a partnership with a high-profile influencer like MrBeast might be out of reach. But that doesn’t mean you can’t leverage the power of influencer marketing. Gamble advises starting small. “I always recommend running a couple of campaigns that are brand awareness [at first],” he says.

Creating a brief detailing your objectives and success metrics is crucial. Once the content is generated, analyze it against your original goals. Collect critical performance data across two to three campaigns to create benchmarks. This iterative approach helps you refine your strategy and identify what works.

Gradually, you can broaden your creator portfolio, engaging with diverse influencers who help you connect with varied audiences. This strategy allows for more organic growth and broader brand visibility.

Lingering Questions

THIS WEEK’S QUESTION

One pressing question emerges: "What marketing habit should we collectively leave behind, and what would you replace it with?" posed by Al Iverson, Industry Research and Community Engagement Lead, Valimail.

THIS WEEK’S ANSWER

Gamble challenges the prevailing reliance on last-click attribution for measuring influencer marketing success. While tracking links and promo codes provide direct sales figures, they don’t capture the extensive role creators play in awareness, brand consideration, and traffic that ultimately drives purchases.

To truly measure the impact of creators, it’s essential to explore and adopt more nuanced metrics, including website traffic, brand follower growth, and even post-campaign surveys. This broader evaluation captures the complete picture, ensuring brands don’t miss out on the full story behind their influencer campaigns.

NEXT WEEK’S QUESTION

Gamble poses his own question for next week: "What’s a marketing strategy or trend that you think is widely overlooked but has high potential for impact right now?"

Exploring this question can open doors to innovative strategies that marketers might currently overlook, while prompting deeper discussions on the evolution of brand messaging in the creator economy.

The landscape is changing, and as we redefine what it means to be an influencer, one thing is certain: the true power lies not just in follower numbers but in the genuine connections between creators and their communities.