Definition of Influence Marketing and Identification of Key Players in the Digital Age

Following my previous article, I received numerous questions, particularly:?

-??????? What is a content creator?

-??????? What exactly is an influencer?

-??????? What is the difference between the two terms?

These questions prompted me to conduct a brief analysis of the global density (based on the last five years) of search queries containing keywords such as "influencer" and "content creator." Analyzing the trends in Cameroon, the country ranks tenth with 61% of the queries for "influencer" and 27% for "content creator." This indicates that of the total number of search queries in Cameroon, the term "influencer" was used in 61% of cases. The regions leading these searches include the South (100%), the Center (76%), the Littoral (71%), and the West (50%). The term "content creator" is predominantly searched in the Littoral and Center regions.

Related searches, such as "web influencer", "become an influencer", and "how to become an influencer", demonstrate that interest in this phenomenon is not only strong but also well-defined. This concentration could be explained by a combination of cultural, economic, and technological factors specific to the Cameroonian context (Hofstede, 1984).

The concerns raised by these analyses reveal that, despite the frequent use of these terms, their understanding remains unclear, highlighting the need to clarify by addressing the following questions: What is Influence Marketing? Who are the key players?

Answering these questions will require us to revisit the B2C purchasing process and the key actors influencing purchasing decisions in B2C, and how they have evolved in the digital age.

1. The B2C Purchasing Process

The B2C (Business to Consumer) purchasing process involves the relationships between businesses and final consumers. In other words, this type of commerce encompasses goods or services designed for the general public. To illustrate, the "bayam-sellam" (a local term for market women) set up in the Bonamoussadi market, offering products to a mother, is engaging in B2C, whereas the restaurant Bistro Latin purchasing water packs from Boissons du Cameroun is engaging in B2B (Business to Business).

The B2C purchasing process involves several stages, each influenced by psychological, social, cultural, economic, and technological factors (Kotler & Keller, 2016). This process begins with need recognition, followed by information search, evaluation of alternatives, the purchase decision, and finally post-purchase behavior. Throughout this journey, various actors intervene, particularly influencers who, through their recommendations, can guide purchasing decisions (Solomon et al., 2018).

2. Influence Marketing

Influence marketing involves collaborating with individuals who have a notable ability to affect their community, whether through social media, traditional media, or their position in society. Whether it is through direct purchase recommendations or subtle shifts in the perception of a product's benefits, influence can be demonstrated in various ways and is defined as the act of creating an environment aimed at altering an individual’s perception of a particular topic.

Playing a crucial role in the development of brand advocacy, especially in the digital age where personal opinions and recommendations have a significant impact on purchasing decisions, it is essential to know the different key players grouped under the term "influencers."

a) Before the Digital Era

Before the rise of social media, Cameroonian brands primarily relied on traditional media to promote their products. Television (e.g., Cameroon Radio Television - CRTV), newspapers like Le Jour, and word-of-mouth were the main communication channels. This communication was predominantly one-directional, limiting interactions between brands and consumers (Kotler & Armstrong, 2018). However, word-of-mouth played a crucial role due to the personal trust placed in recommendations, a phenomenon well-documented in marketing literature (Arndt, 1967).

The communication channels used by the media were essentially one-way, with little interaction between brands and the public. In contrast, word-of-mouth communication was particularly powerful because it was based on personal trust and the credibility of recommendations, often perceived as more reliable than traditional advertising.

In this process, a few key figures emerged:

• Friends and Family: Recommendations from close ones, such as friends and family members, constituted a form of word-of-mouth. Satisfied consumers played a leading role by spontaneously sharing their opinions and experiences with their close ones. Their recommendation could encourage others to try a product or service.
• Celebrities: Celebrities, such as actors, musicians, and athletes, had a wide audience thanks to their notoriety in traditional media (television, cinema, music). Public figures like footballer Roger Milla had influence that extended beyond the sports world, affecting perceptions of the brands they supported (McCracken, 1989).
• Experts and Professionals: These individuals included doctors, lawyers, teachers, and other professionals recognized in their fields. Health professionals, like Dr. Georges Bwelle, influenced medical product purchasing decisions through their recognized expertise.
• Religious Leaders: Religious leaders are figures who exercise authority in a religious context. They guide and influence the beliefs and behaviors of their followers based on religious doctrines and spiritual values (Baker et al., 2013).
• Journalists and Critics: Journalists, film critics, music critics, fashion critics, and other media professionals played a significant role in influence. Through their reviews and articles, they could shape the image of a product or brand, thus influencing public opinion.

These actors can be grouped into two categories:

• Opinion Leaders: Opinion leaders are individuals recognized for their expertise and credibility in a specific domain. They influence perceptions and behaviors through their deep knowledge and effective communication skills. Opinion leaders may include experts in fields such as politics, health, or technology, such as economists, scientists, or political commentators (Katz & Lazarsfeld, 1955).
• Prescribers: Those who recommend products after direct interaction with them, thereby reinforcing consumer trust (Rogers, 2003).

The difference between the two is that to be considered a prescriber, one must have had prior interaction with the product or service.

b) In The Digital Era

The rise of social media platforms like Facebook, Instagram, and WhatsApp has radically transformed the marketing landscape, giving birth to new roles and dynamics. Influencers, once limited to celebrities and experts, have diversified with the emergence of content creators who interact directly with their audience. They can be classified according to content format, audience size, and domain.

i) Different Content Formats

Content refers to any form of information or experience offered to the public through various media and used to engage, inform, or entertain the target audience. In the digital age, this includes: ?

• Videos: Videos are a powerful way to capture attention and convey information engagingly. They include product presentation videos, tutorials, webinars, promotional videos, etc. ?
• Audio: Audio is ideal for people on the go who prefer listening over reading. Audio formats include podcasts and audiobooks.
• Images and Infographics: Images and infographics are used to present complex information in a visual and easily understandable way. They are often shared on social media to increase engagement.
• Textual Content: This type of content is essential for SEO and for providing detailed information. It includes blog articles, white papers, e-books, and newsletters.
• Interactive Content: It allows users to interact directly with the content, thus increasing engagement. This includes quizzes, surveys, and interactive infographics.
• User-Generated Content (UGC): Reviews and photos shared by customers on platforms like Facebook after visiting restaurants such as Boukarou constitute a form of social proof, enhancing the perceived credibility of the establishment (Muntinga et al., 2011).
• CGI Content: CGI is a technology that allows the creation of digital images using computer software. It is used to produce visuals in various fields, including cinema, video games, advertising, architecture, and medicine. CGI can include static images or dynamic content (animations) and is often used to replace or complement traditional special effects.

Content creation is the process of designing and producing informative or entertaining material intended to be shared with an audience. This involves idea generation, writing, visual design, and sometimes video production to create blog articles, videos, infographics, podcasts, and other types of content.

Thus, the logical question arises: What are the different categories of content creators?

ii) The Different Categories of Content Creators by Format/Medium

Generally, content creators often specialize in different types of media, each with its own categories and subcategories. Thus:

• Video Creators: Those using video as a medium fall into the category of Videographers or Video Creators, including:

o?? Filmmakers: Create short films, documentaries, or movies. For example, the Instagram reels of Omega Studio by Patrick Stephane TOMO BILANA showcase behind-the-scenes of product shoots.

o?? Vloggers: Share aspects of their daily life or specific topics through videos. The Instagram page @sortiradouala.officiel by Ulrich TAMBE shares cultural activities and other events in the city of Douala through videos.

o?? Web Comedians: Produce humorous content in the form of sketches or parodies.

o?? Streamers: Broadcast live content, often on platforms like Twitch.

• Audio Creators: Those using audio as a medium include:

o?? Podcasters: Local podcasts, such as Patati Patata by Armelle NYOBE or Disgressions by Anne Marie C. Befoune , discuss various social themes for a targeted audience.

o?? Musicians: Artists like Salatiel or Libianca create and share music online via Spotify.

o?? Audiobook Narrators: Record books for a listening experience.

• Graphic and Visual Creators: This includes Graphic Designers and/or Visual Creators such as:

o?? Photographers: Capture and share images. Stephane Gerry Sandjo or CEDRIC NDAWA are recognized Cameroonian photographers known for their captivating representations of Cameroonians and cultural events.

o?? Infographic Designers: Design infographics to visually present information. Cedric Mink from Cédric Minlo or Rendav le Geant from Neil Sicko showcase their work on Behance and Instagram.

o?? Illustrators: Create illustrations for publications or digital media. Felix Fokoua or gemahel kamgain works can be found on Instagram pages @artoffelixfokoua and @blackthinker.

• Writers or Authors: These individuals fall into Textual Content, with subcategories including:

o?? Bloggers: Write articles on various subjects. La Case d’Anna explores the thoughts of Anne Christelle KEDI SIADE .

o?? White Paper Authors: Produce informative documents for businesses.

o?? Journalists: Write articles for online publications.

• Interactive Content Creators: This group includes:

o?? Quiz Developers: Design online quizzes.

o?? Game Designers: Create interactive web games.

o?? UX/UI Specialists: Develop interactive user interfaces. Patrick Kamgang shares some tips on his Instagram account @patrickuxui.

• User-Generated Content (UGC): Originating from Users or Consumers, this category includes:

o?? Reviewers: Share opinions on products or services.

o?? Content Contributors: Post photos or videos on social media.

o?? Forum Participants: Contribute to online discussions.

• CGI Content Creators: This includes:

o?? AI Content Creators: Virtual personalities generated by artificial intelligence algorithms. These digital characters are designed to resemble humans and interact with audiences on social media.

These categories and sub-categories show the diversity of content creators in today's digital environment, each of whom can use one or more media to engage and inform their audience, under particular themes. ?

iii) Classification by Theme

In the context of digital marketing, there are numerous content themes that allow brands and creators to address varied audiences. Here are some digital content ideas based on current trends:

• Gaming: This category includes video game streaming, game reviews, tutorials, and e-sports competitions. Platforms like Twitch and YouTube Gaming are particularly popular for this type of content. Examples include Twitch streamers like Insomniagz237.
• Lifestyle: These creators share aspects of their daily lives, travels, and personal experiences. This content is usually published on YouTube, Instagram, and TikTok.
• Clothing and Fashion: Includes style advice, clothing reviews, shopping hauls, and fashion trends. Creators in this category use Instagram, Pinterest, and YouTube to share their content; for example, @tchombetv on Instagram.
• Education and Training: Content aimed at educating and training the audience on various topics. This includes tutorials, online courses, and practical guides. @aurelymade by AURELY MBOUCHEKO on Instagram presents, among other things, tips for improving branding.
• Technology and Innovation: Content focused on the latest technological advancements, gadgets, and innovations in various sectors. This includes tech product reviews, articles on technological trends, and innovation podcasts.
• Health and Well-being: Content that focuses on physical and mental health, fitness, and overall well-being. For example, @management_wellbeing on Instagram by Marcelline Moukoko .
• Finance and Economy: Content dealing with financial management, investments, and economic trends. @Potentialandmindset on Youtube by Prissyle Atangana Mbida Certified Financial Education Instructor provides such content. ?
• Travel and Adventure: Content that explores destinations, travel experiences, and tips for travelers. In this category, the Facebook page Visiter le Cameroun Avec Moi by Ludovic Abanda Ntsama offers an interesting discovery of Cameroon.? ?
• Cuisine and Gastronomy: Content focused on food, recipes, and culinary experiences, like @lesdelicesdisa_ by Isabelle Kpwang & Sara Ingrid .
• Art and Culture: Content that highlights visual arts, music, cinema, and other cultural aspects, such as Lire à Douala , which promotes books and culture on its platforms. ?
• News and Politics: Content that informs about current events, political developments, and social issues. Examples include news articles, political analysis, and news podcasts. For instance for example, social media pages from Laura Dave share news from Cameroon.
• Environment and Sustainability: Content that addresses environmental issues, sustainability, and ecological initiatives. Examples include articles on climate change, videos on sustainable practices, and ecology podcasts.
• Entrepreneurship and Business: Content that offers advice and strategies for entrepreneurs and professionals. Examples include interviews with entrepreneurs, articles on business development, and webinars on leadership.

These categories allow content creators to express themselves and connect with audiences who share similar interests. Each theme offers unique opportunities to engage and entertain viewers, while allowing creators to develop their personal brand and engage their audience.

iv) Classification by Audience Size:

In the field of influencer marketing, content creators are often classified based on the size of their audience (Brown & Hayes, 2008). Here are the different categories and the associated audience size:

• Regular Social Media Users or Occasional Content Contributors: They have a limited audience, usually consisting of their immediate social circle.
• Nano-Creators: Their audience size ranges from 1,000 to 10,000 followers. They are often perceived as more authentic and close to their audience. Their influence is strong within small communities, and they generally have high engagement rates.
• Micro-Creators: Their audience size ranges from 10,000 to 100,000 followers. Specialized in specific niches, micro-creators are valued for their expertise and their ability to engage their audience meaningfully.
• Macro-Creators: Their audience size ranges from 100,000 to 500,000 followers. They have a large and diverse audience. Macro-creators can offer significant reach, although their engagement rate may be lower than that of micro-creators.
• Mega-Creators: Their audience size starts at 500,000 followers, often reaching millions. Often celebrities or well-known personalities, mega-creators have massive reach and can influence a wide audience.

In short, classifying content creators according to the size of their audience helps brands choose the right partners for their influencer marketing campaigns, depending on their objectives and target audience. As audience size is a dynamic, it would be interesting to know how to grow it.

3. From User to Mega-Creator: How to Grow Your Audience?

For a consumer to increase their audience size and subsequently become a reference, several criteria related to frequency, consistency, and audience engagement must be considered.

a) Frequency and Consistency

• Posting Frequency: It is generally recommended for creators to post at least once a week to maintain audience interest and engagement. Some creators post more frequently, such as several times a week, depending on their ability to produce quality content without overextending themselves.
• Consistency: Maintaining a regular posting schedule is crucial. This sets clear expectations for the audience and helps retain followers. Consistency in the quality and style of content is also important to reinforce the creator's personal brand.

b) Audience Engagement

• Active Interaction: A content creator should actively engage with their audience through comments, social media, and other platforms. Responding to comments, asking questions, and encouraging discussions are effective ways to create an engaged community.
• Community Building: Engagement goes beyond simple interactions; it involves creating a sense of community where viewers feel connected not only to the creator but also to each other. This can be fostered by content that encourages participation, such as polls or calls to action. ?

c) Becoming a Reference

• Audience Size: To be considered a reference, a content creator generally needs to have a significant audience. This can vary depending on the field, but reaching tens of thousands to millions of followers is often a key indicator.
• Credibility and Expertise: Beyond audience size, a creator becomes a reference when they are recognized for their expertise and credibility in a specific field. This can be reinforced by collaborations with other experts, participation in events, or recognition by peers.

It is important to note, however, that there are exceptions to this growth model. Some creators gain rapid popularity through viral content, while others grow more slowly but steadily by focusing on niche audiences.

4. Some Exceptions

When it comes to gaining the status of a reference, opinion leaders from traditional media and the "famous-for-nothing" individuals do not necessarily follow the pre-established logic.

a) Opinion Leaders

Opinion leaders from traditional media, such as celebrities, experts, professionals, religious leaders, journalists, and critics, do not necessarily follow the same path as regular users and consumers to become references when they transition to digital platforms. Here's why:

• Established Credibility: Traditional opinion leaders often already have solid credibility and reputation in their respective fields. Their expertise is recognized, which allows them to quickly position themselves as references when they move to digital platforms. In contrast, regular users often need to prove their credibility and build their reputation online through consistent and engaging content.

For example, Samuel Eto'o, with his established reputation in the world of football, embodies this dynamic. His sports expertise allows him to quickly become an online reference when he shares content about football. This already well-established credibility reduces the need to follow the usual process of building an audience and proving expertise (Freberg et al., 2011).

• Pre-existing Audience: Many of these leaders already have a loyal audience that follows them from traditional media to digital platforms. This gives them a head start in establishing their online presence without having to build an audience from scratch like regular users.

Brenda Biya, as a public figure and the daughter of the Cameroonian president, benefits from a pre-existing audience that follows her from traditional media to social media. The theory of social capital (Bourdieu, 1986) supports that this transfer of audience is facilitated by the social network and resources these individuals already possess.

• Access to Resources: These individuals often have access to resources and networks that can facilitate their transition to digital platforms, including communication teams and partnerships with digital platforms.

Nathalie Koah, for example, uses her network and resources to quickly launch her online businesses, bypassing the steps other creators must take to establish their credibility and audience. According to Boyd (2010), differentiated access to technological and social resources can significantly influence how quickly an individual can become an influential figure online.

In conclusion, while traditional opinion leaders need to adapt to the specifics of digital platforms, they enjoy many advantages that facilitate their transition and allow them to quickly become online references. They do not need to go through the same laborious steps as regular users to establish their credibility and audience in the digital space.

b) The "Famous-for-Nothing"

This term is generally used pejoratively to describe people who have become famous without notable accomplishments or specific talents, often through reality TV or viral events. These figures manage to transform notoriety initially based on trivial facts into more solid digital influence, a phenomenon analyzed in celebrity culture studies (Turner, 2004).

An example I love is the case of Nathalie Koah (everyone who knows me knows I adore her, but I must remain objective). Initially known for scandals, Nathalie Koah managed to transform this notoriety into a lucrative business, illustrating resilience and the ability to exploit media attention, even if it was initially negative. This phenomenon falls within what Marshall (1997) calls performative personality, where the individual becomes a brand by capitalizing on their public visibility.

In the digital space, many people gain notoriety as a result of content that goes viral - we can cite the case of Grand Barack who became famous after his viral video on ENEO, or other content creators such as Bop Dylan, Mayole Francine, etc. The advent of digital marketing is creating new ones every day.

These examples show how social media and digital platforms can propel individuals to stardom without them necessarily having traditional achievements or specific talents.

PS: “Famous-for-Nothing” should not be confused with “Nepo Babies”. A “nepo baby” is a term used to describe the children of celebrities or influential people who benefit from their family connections to launch or advance their own careers; however, many of them also possess talents or skills that justify their success in their respective fields. For example, basketball player Joachim Noah has a famous parent, but has also proven his talent in his career.?

Conclusion

The evolution of influencer marketing reveals that, to some extent, each of us exerts a form of influence on our surroundings, whether through personal recommendations, shared opinions, or observed behaviors. This influence, once limited to direct social interactions, has taken on a new dimension with the advent of digital technology. Geographic and social barriers have been broken, providing unprecedented access to a wealth of information and allowing an increasing number of individuals to become content creators. These creators, whether recognized experts, self-taught enthusiasts, or "famous-for-nothing" individuals, position themselves in specific niches with often well-defined audiences.

Brands can collaborate with different types of creators and contributors to achieve varied goals in terms of reach, engagement, and credibility. A mix of influencers allows for reaching diverse audiences creatively and flexibly; however, the choice of a content creator should not be taken lightly. It’s not just about audience size or the influencer’s popularity, which is why we will address in our next article: "Who to Choose in Your Digital Communication Strategy and Why?"

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