Why a small group of people matters more?

Why do we always belong to a like-minded group? why some people inspire us and some don't? How do we get influenced?

We are attracted by the passion and mission of the fellow person or the group of people. If there is a leader, a change-maker or an influencer, we want to join him, help him, promote him and make him reach his goal. Because part of us want to succeed with that person, we also associate closely with the cause, even it is not our own, even if it is not our passion, even if it is not our calling.

When the cause wins, the passion wins, the fellow person wins, we win. We take winning as our own. That’s why we celebrate sports teams, people, politicians, ideologies and so on.

So when you are beginning with Influencers Marketing: Keep in mind the above lessons of why in the first place you will help an absolutely unknown person in reaching his goal or mission? Why in the first place you will associate with him? Why you will like or follow his page? Why you will do what he may say? 

A lot of Influencers are more concerned with their image than their followers’ well-being. 

In this way, the size of their following is more important than their message or actual influence on their audience.

Influencers, to put it simply, were people who took advantage of the size of their social media followings to profit themselves. 

The problem is that most influencers aren’t authentic. The project a lifestyle, at times a fake narrative. When you choose one make sure that you associate with someone with a cause in mind and in practice.

Choose the one whom you think has maximum impact on followers in terms of active engagement. Easy way to find out is when he calls for a cause, people come & join and support.

Use influencers to begin a behavioural shift and not advertising. Look for brand recall and not sales. When you look from that perspective you will see things will begin working for you.

A simple example, if you are selling a tea, partner with someone who talks about tea and promotes it and not just anyone holding a cup of tea.

Remember Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962. A small group of influencers will matter more than a large majority. Always. It is always a small group of people who will bring early adoptors and an early majority. Find this group and keep this group that's the only way to succeed.