قلًك – Dkika Marketing : قلًك Les influenceurs تافهين ويحبو على التفاهة

They claim influencers are meaningless and are drawn to triviality.

In my view, this is completely wrong, because influencers represent role models for their followers. This aligns with the sociological concept of mimicry. In general, they are people who have significant influence and a certain level of expertise in a specific field. In addition, the quality of their content is excellent, which attracts people. This corresponds to the modern concept of opinion leaders. The way influencers are perceived gives them a certain degree of power.

First, it is a power of persuasion. Second, it is a power of endorsement. Finally, they inspire a certain level of trust among the people they interact with, especially their followers. Because of this influence, many companies want to collaborate with them. The reason is simple: when traditional advertising is used, people usually activate their defenses. But when a product or something similar is mentioned in the middle of a conversation, followers lower their guard and are much more likely to accept it.

For companies, targeting prospects precisely involves choosing an influencer based on three main criteria, which we call the three Rs. The first R is reach, meaning the ability to reach as many potential prospects as possible. The second is relevance, meaning the influencer’s fit—here, relevance means sharing the same values as the company. The third is resonance, meaning their posts should generate a certain level of virality—what we call engagement. People need to approve of, like what the influencer does, and then share it.