Propelling the Future of Disruptive Influence
It is increasingly apparent and recognised that influencer marketing needs to and is about to undergo the same evolution as social marketing a few years ago. Where the Wild West of the influencer marketing landscape starts to get some laws, standards and regulations. More and more the brands that engage and use influencer marketing are demanding tangible and visible ROI for their campaigns, if they are to match their stated intent to continue to apportion more budget to influencers as a whole. What this means is 1) that harder questions are going to be asked of influencers before they are engaged 2) increasingly not all influencers are created equal and 3) brands are going to need different influencers at different times in different dosages for different campaign outcomes.
What happens though, when the influence required is more substantive, when a brand or a business is looking towards influencers to help them navigate the uncertainties created by disruption in their sector? More profoundly, when they don't even know the direction to start to explore that disrupted space, in terms of that space being something they can plan towards and strategically own?
At Propelia, the UK's thought leader accelerator, we believe this is when a new type of micro-influencer becomes super-relevant. An influencer with deep engagement with and commitment to a space and a genuine, carefully nurtured and ongoing authority over their audience. People in short with 'disruptive influence'. We call these people 'propellers'. Propellers are unique and distinguishable from other influencers in that they can navigate the 4 x Future Coordinates of Disruptive Influence of any sector they are an expert in. These are in summary:
- The Untested Truisms of their sector. Challenging the common held assumptions, buzzwords and trends.
- The Unchartered Territories of their sector. Exploring the different and unseen areas of a market space.
- The Unpredictable Turbulence of their sector. Understanding where the fault lines and opportunities might be.
- The Unknown Tectonics of their sector. Intuiting what the macro factors that might effect change long term are.
For any business trying to navigate the uncertainties of a disrupted sector and gain disruptive influence, starting with propellers before moving to other influencers and comms strategy could be a missing piece in the jigsaw of the how influencer marketing develops, iterates and evolves to its next stage of accountability, diligence and ongoing impact.
Dan Simmons is Founder of thought leader accelerator Propelia