Apart from the influencer marketing actions we’re so used to seeing in advertising, there’s a trend that champions social responsibility and is increasingly catching the attention of brands and consumers.
These are actions carried out by influencers who show their commitment to important social causes, which largely explains their thousands of followers.
As you’d expect, brands have seen a business opportunity in this trend to show their commitment to society.
When an advertising campaign features this kind of influencer, the brand behind it gains credibility for its actions. These people have authority in that sphere, and the public trusts that they wouldn’t support products or services that didn’t truly respect their cause.
Influencers who give a voice to these kinds of social issues, in turn, have a very important task.
As the saying goes, “with great power comes great responsibility”. Whether they’re committed to the environment, human rights, inequality…
With every step they take, they’re watched and taken as an example by others. In that sense, they hold a very special appeal for brands. But not everything is positive. In this article, we’ll look at both sides of the coin.
Companies and businesses also have some power to drive social change through their marketing actions. Every day they’re exposed to a larger or smaller audience that listens to their voice and scrutinizes every step they take.
At the same time, consumers have become more demanding, and when they buy they look at things that used to go unnoticed, such as where materials come from or a commitment to social issues.
That’s why more and more brands are starting to showcase their values, bet on social marketing and work with influencers who help them gain credibility. Although that’s not the only related benefit…
Let’s look at a few more!
◆ They have a positive impact on society
These influencers seek to raise awareness and share their convictions with the world so that others will help them change situations they truly care about.
When we talk about influencers and social causes, we’re talking about people who want more than a like.
What they want is to improve some aspect of society and make the world a better place, caring about issues such as pacifism, racism, pollution, the use of natural resources…
This is where brands can act as amplifiers: by joining these movements and contributing to social well-being, they see their name linked to causes that go beyond financial interest.
Social responsibility is one of the ways companies can show their commitment to society. Through it, they show how each of their activities aims to have a positive impact on it.
Working with social influencers reinforces companies’ credibility regarding their commitment and also makes them more visible.
One example could be the phone company Vivo, which hired Julia Tolezano, a feminist with more than 1.5 million followers, and achieved notable success with its campaign.
◆ They increase brands’ reach
Because of their social background and awareness, these influencers’ followers could be said to be of higher quality than those who follow people for their “popularity” in any other field.
As soon as a brand starts working hand in hand with influencers and social causes, their followers see it as one more voice joining their fight, so they’re less reluctant to trust it.
The main reason is that these influencers champion causes of common interest. That’s why a sense of identification develops with their words and actions, turning them into leaders capable of contributing to change.
However, if we’re talking about a fashion influencer, their followers’ commitment is lower, since they’re only moved by superficial interests that can become outdated in months, weeks or even days.
Marketing actions featuring these kinds of professional profiles, which carry a conscious, valuable message, quickly go viral. Think back and you’re sure to remember one!
This directly benefits the brand behind it, as long as there’s a good marketing strategy, since it can multiply the reach of its posts in a matter of hours.
Despite the advantages we’ve discussed, it’s not always a bed of roses. There have been cases where the ROI of these kinds of influencer marketing actions was negative (that is, they lost money).
Rather than pointing to the low efficiency of these activities, I’d point to the aspects you need to look at, or check, before you start working with an influencer, whatever their field.
◆ Being an influencer isn’t the same as being popular
Influence and popularity are not the same thing. Being popular means having a certain number of followers and likes. But being an influencer goes further.
An influencer has the power to transform other people’s perceptions, which at the same time means great responsibility, since they can change other people’s lives.
For example, a responsible influencer would lead you to question eating meat every day, using disposable (instead of reusable) packaging or consuming any other product that harms the environment.
Given this, brands need to be careful and avoid falling into the trap of outrageous follower or like counts (which could be fake).
◆ From reality to “fad”
What started naturally has turned into a fashionable trend where everyone wants to be an influencer. In fact, many call themselves influencers… but few really are.
The lack of training and oversight is causing these professionals to lose trust and credibility.
This market is highly vulnerable to fraud. Publishing content on social media, or having a certain number of followers and likes, doesn’t make an influencer a professional.
◆ The real reason behind the problem
In recent years, brands have invested more than 35 million euros in influencer marketing campaigns.
The data shows that more than half of that money did not have a positive return on investment. However, when people talk about influencer strategies, they still say they work.
In my opinion, for it to work you need to analyze the following elements:
● Followers. Visit some of the profiles that follow your influencer and check whether they’re real or not.
● Comments. Read the questions other people send them, the comments, their replies… and check whether they’re coherent and useful.
● Likes. Don’t just look at the number of likes on their posts; they could be bots or bought likes. Check some of the profiles that liked the posts and see whether they’re real.
● Posts. Look at what kind of posts they make or what kind of stories they upload. In other words, are their messages valuable? Or do they just put out empty messages? Do you think they could have a real impact?…
The reason I advise you to study this information is that some people’s bad practices are eroding trust in influencer marketing.
In addition, there’s a hidden market around this whole niche, such as buying followers, likes or comments. Although these practices are increasingly penalized and controlled, you need to be able to spot them to know a profile’s true influence.
◆ The influencer market today
Influencers originally built on the credibility they offered when it wasn’t even a profession yet. Now this model seems to be wearing thin.
The influencer world is losing credibility, since financial interest can come to outweigh everything else.
In many cases, consumers don’t see their commercial actions as natural, because they’re tired of the same messages and of the pressure some influencers put on them to buy the products they promote. What’s more, many present an idealized lifestyle that bears little resemblance to reality.
All this has made trust in them fall, and customers would rather hear the testimonial of an ordinary customer who has already tried the product or service than listen to an influencer who may be earning thousands of euros.
It has got to the point that some even promote products that don’t fit their lifestyle or that they clearly don’t need. Practices the public notices.
One example could be an anti-wrinkle cream promoted by an influencer under 30 who doesn’t even know what crow’s feet are yet.
However, when it comes to influencers and social causes, there’s still some trust, since these professionals’ commitment works in their favor.
As I said, this niche is definitely on the rise. Perhaps it’s the authenticity of the people involved, and their commitment to the movements they champion, that keeps it at the forefront.
These people became known for a weighty cause they care about. They weren’t trying to make a business out of it, and that’s what earns them credibility.
Their commitments range from the environment to human rights issues. Here are a few examples:
● Greta Thunberg.
She hasn’t done any advertising campaign yet, but her Instagram account has more than 9 million followers. Even so, she has inspired some electricity companies to write articles and news stories.
● DeRay Mckesson.
He fights against violence and defends people’s civil rights. He’s a leader of the Black Lives Matter movement. In that sense, one of his comments on Twitter led to the removal of an ad that undermined his cause.
● Boniface Mwangi
He’s an activist, photographer and one of the driving forces of social change in Kenya. He has more than a million followers on Twitter and was even congratulated by Barack Obama for one of his books.
● Gurmehar Kaur.
An Indian activist concerned about discrimination and the situation in her country. She has around 95,000 followers on Twitter and has published a book promoting her cause called “Small Acts of Freedom”.
● Yusra Mardini
A Syrian swimmer who, after competing at the Rio Olympics as a refugee, was signed by the sportswear brand Under Armour.
● Ibn Ali Miller.
He became known for a viral video in which he broke up a fight between some boys. He’s a Muslim pacifist and works with the brand Lululemon as a model.
· Conclusions
The public, brands and consumers want to find authentic people on social media. People who aren’t driven only by marketing strategies and mere financial interest.
That’s why influencers and social causes are two terms that are increasingly linked. This has given rise to a new wave of professionals who, far from seeking profit, fight to make visible what they fight for and believe in.
What other influencers committed to social causes do you know? Tell us in the comments!
