Sanya, a famous influencer, posted a video about the cream and said that the product is good, as she achieved positive results from it, with her pimples disappearing.
One thing I want to say is that the video is shot under proper lighting, and the post looks professional.
Additionally, the post features hashtags such as #transformation and # SkincareGoals and even includes a discount code in the caption.
After the week, someone posted a video about the same product, but that video didn’t look professional and had a normal light. She posted her picture casually, like her previous posts.
Now, if you’re still confused, how is a post from a social media influencer different from a comment from a regular consumer?
I will explain this in more detail so that after reading the article, you can understand every bit of it.
Before I proceed further, firstly, I have to explain about the Social media influencer and the regular consumer.
What is a Social media influencer?
A social media influencer is someone who has thousands to millions of followers on their social media accounts like Instagram, Snapchat, TikTok, and Facebook.
Advertisers pay money to influencers to promote their products. Advertisers determine the niche they create content.
For example, if the influencer is making content related to food blogging, then restaurants or food stalls can reach out to them. Their target audience will be the same, so it’s a good chance they will achieve the desired results.
Who is a regular consumer?
A regular customer is someone who likes to share random content in their feed, similar to what you used to do on your social media account. Generally, they have fewer followers, and they won’t get paid for comments and posts.
For example, Saurabh has posted a picture on Instagram about the trimmer product. In his post, it is visible that his post is not about advertising purposes because. “
- He mentioned that the post is not sponsored
- Did not mention any proper hashtags
- Improper lighting
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How is a post from a social media influencer different from a comment from a regular consumer?
Post from social media influencers and regular consumers has many differences. I will explain this in detail so that you can recognise whether it’s a regular post or a sponsored post.
1. The purpose behind their posts
- Influencer post
One of the main aims of influencer posts is to create brand awareness and get leads or conversions. Generally, the content is in the form of entertainment, infotainment, and promotion.
You will find the coupon code hashtags or a tag and a link to the company that he is promoting.
Example: I have been using the XYZ trimmer for 2 weeks, and the results have been amazing. For a 50% discount, use my FREE 50% discount code.
- Regular consumer content
A regular customer like you posts feedback on the product and posts a random picture of the product. There seems to be no planning behind the post, just a simple photo and a caption.
You won’t get paid for this because you’re not promoting a product.
For example, I have been using glow face cream for 1 month and have seen good results. Now, here is a catch: he just gives his views and feedback about the product, but does not mention any discount code or product link.
2. Reach and audience size
- Influencer
Influencers often have thousands to millions of followers and connections. They make content according to their target audience, and based on this, they promote what they want to.
For example, Ramnik has thousands of followers on Instagram, and whenever he posts something, he gets a good amount of views and engagement in his posts. He also promotes other brands.
- Regular customer
A regular customer like you will probably have a small network, and your post will reach your friends or family only. Sometimes, they won’t even be able to see your content because of changes in the social media algorithm.
3. Content presentation and style
- Influencer content style and presentation
- You will see proper hashtags and a discount code in the post or the caption.
- Reels uploaded in 4k quality
- Marketing language and proper themes are used
- clear branding
For example, a high-quality professional video is uploaded with an amazing background and music.
- Regular content style and presentation
- Random videos and photos are uploaded from anywhere\
- No themes are used
- Focuses on real-life situations
For example, a random selfie was uploaded by a girl showing the skin care product.
4. Trust and credibility
- Influencer:
People have been following influencers for a long time, which ensures better relationships and trust. But when it comes to promoting a brand, people may doubt that they really used a product or that it is only a paid promotion.
- Regular customer
People trust more if a regular customer posts a product because, firstly, their circle is limited to their friends and family. Secondly, they are not doing any paid promotion, thus people will think he is saying the truth.
5. Paid vs Organic content
- Paid
- Follows a brand’s contract; therefore, communication to consumers is totally based on what the brand has communicated, like hashtags, marketing language, etc.
- Option paid for posts or barter exchange
- He will mention that the post is sponsored.
- Organic content
- Not paid
- No professional videos and photos
- Gives reviews based on their experience
6. Influence on buying decisions
- Influencer
An influencer is someone who can impact many purchasing decisions of people who follow them, especially those who wait for their content.
For example, Virat Kohli recommended peanut butter, and it sold out in 4 days.
- Regular customer
Recommendations from normal people can affect the purchasing decisions of a small number of friends and family.
Example: Your brother says that XYZ company’s mobile battery drains faster, so that recommendation will affect your purchasing behaviour, and you won’t buy that.
7. Legal and ethical responsibilities
- Influencers
They need to follow rules like:
- Must disclose the partnership
- Must communicate to their audience, but brands have communicated with them.
- Have to make content according to the schedule
- Not making false promises.
- Regular customers
They don’t have any legal responsibilities, and they can post anytime and anywhere without using any expensive camera or expensive background setups. But make sure they don’t post abusive content; otherwise, their account can be suspended.
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FAQs
Are influencer posts always paid?
Not all posts are paid; some can be exchanged through barter. For example, if you are a marketing manager of a Cycle Brand and you approach a fitness influencer, instead of giving money to him, you promise to give Cycle to promote a product.
Can a regular customer become an influencer?
Everyone can become an influencer, provided that you have a good amount of followers and follow some sort of niche, so that you will be able to grab good deals.
Why do brands prefer working with influencers?
Nearly 70-80% of people are using Social media, and they consume content frequently. So, social media is an amazing platform for business to target their actual audience.
Therefore, they deal with influencers who have a large following, and at a reasonable price, they can reach a wider audience.
Conclusion
In conclusion, from now on, you can easily differentiate the influence posts and the regular comments.
The main difference, in my opinion, lies in intent, style, and presentation. Regular people will give their honest opinions, whereas influencers will often provide biased feedback, which sometimes raises trust issues.
However, if an influencer gives accurate feedback, they might lose future deals, but that reputation will surely yield fruitful results in the future, which brands cannot achieve.
Influencers are today because of people, so if they betray people, then maybe in the future, they will get what they deserve.
