What Good Influence Looks Like: Moving from “influencer” to influence
Influence occurs in micro moments throughout our daily lives
The second video in the What Good Influence Looks Like content series features Social Soup’s managing director, Katie Palmer-Rose, discussing the concept of good influence and the need to shift the focus from individual creators to understanding the broader concept of influence. Palmer-Rose talks about how influence occurs in micro moments throughout our daily lives, accumulating and shaping our perceptions of discovery and need. These moments of influence provide social proof and personalise information, which serve as trust triggers for decision-making.
Because the path to purchase is non-linear and unpredictable, the search for validation, relevance and reason is ongoing. Good influence needs to be characterised by an omni-channel approach, where all channels are designed to influence, and people-powered influence channels are integrated into the broader channel plan. This alignment creates consistent consumer touchpoints, connects with culture, and shows diverse advocacy for the brand.
Omni-influence ensures that a brand's real, authentic and personalised messages are consistently present through reviews, conversations, content and product trials. The video underscores the importance of always-on influence, that is, being present when it matters, to engage with consumers meaningfully.
Getting the best out of influence – as a medium – involves shifting the focus away from individual influencers. It occurs in micro moments, accumulating social proof and personalised information. The path to purchase is unpredictable, and always-on influence is crucial for meaningful engagement with consumers throughout their decision-making journey.
