Practically all of us are on social media these days, but some of us have found ways to make a bigger splash than others.
These are the people who have become known as social media influencers. They have established credibility in a specific industry, drawn a ton of followers, and each day manage to use that credibility and reach to persuade others.
A couple of the more extreme examples are Zoe Sugg, a fashion and beauty blogger with nearly 40 million online fans; and Mark Fischbach, a video-gaming guru with more than 20 million subscribers on YouTube as well as millions of followers on other social media platforms.
Other social media influencers may not have nearly as much reach, but all of them have established themselves as trusted sources of information for their followers – and, yes, can influence those followers when it comes to making decisions.
But here’s what I believe: Even an online influencer can benefit from a publicity effort that targets the more traditional media, such as print, radio, and TV.
In fact, I’ve seen that play out just recently with one of our clients, who has a YouTube channel with more than 13 million total views, and a large following of more than 1.5 million fans – and counting – across his social media pages.
Yet, despite that success, he also recognized that some old-fashioned publicity could spotlight him before an audience he hadn’t previously been reaching. He came to us to arrange interviews with the press, and TV and radio shows–connecting his digital presence with the traditional media.
And let’s face it. If even influencers need the credibility that publicity in traditional media gives them, then certainly you do, too.
So, here are a few reasons influencers – and you – should make use of print and broadcast media to gain publicity:
- Diversify your audience. Yes, if you’re an influencer on Instagram, for instance, you have high-name recognition among your followers – and that’s wonderful. But how does that name recognition hold up when you stray away from those followers? If you want to establish yourself as a widely recognized authority in your field, it’s important to diversify your audience. A proven way to reach that broader audience is through interviews with the print media, with TV appearances and with radio talk-show interviews.
- Elevate your sphere of influence. Those media and social media interviews do more than just get your name floating around. They also add to your credibility. Whenever you appear in print, on TV or on talk radio, you are in essence receiving an implicit endorsement from the media, which decided you had something worthwhile to say to their audiences. You stand out from your competitors, and now have an edge over them. In short, elevating your sphere of influence also elevates you.
- Grow your audience even more. As you get that publicity in the mainstream media, many more people will learn about you and some of them are likely to become followers on your social media platforms. Your success builds on itself.
- Grow your business. If you are a social media influencer who derives income from advertising sponsors, then you can leverage your influencer publicity to attract even more sponsors. In addition, all the new eyes that find you, as a result, are potential customers or clients for your product or service.
In all these ways, publicity for influencers is like publicity for anyone who wants to raise the profile for a business or personal brand. As you build your credibility through your success with the media, you can set yourself apart and gain an edge over your competitors.