{"id":1876,"date":"2023-05-08T04:56:17","date_gmt":"2023-05-08T04:56:17","guid":{"rendered":"https:\/\/citizenrelprod.wpenginepowered.com\/?p=1876"},"modified":"2023-12-20T12:29:37","modified_gmt":"2023-12-20T12:29:37","slug":"changing-definition-influencer","status":"publish","type":"post","link":"https:\/\/www.citizenrelations.com\/en\/changing-definition-influencer\/","title":{"rendered":"The Changing Definition Of Influencer"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The world of influencer marketing has seen rapid change in the last decade. And last month, our SVP of Creator Marketing, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/heyneil\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Neil Mohan<\/span><\/a><span style=\"font-weight: 400;\">, suggested that maybe more <\/span><a href=\"\/what-if-more-influencer-marketing-isnt-what-you-need\"><span style=\"font-weight: 400;\">influencer marketing isn\u2019t what every brand needs<\/span><\/a><span style=\"font-weight: 400;\">. Instead, brands need to re-evaluate how they do influencer marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A key step in that re-evaluation is understanding how the definition of influencer is changing, even today. In our latest <\/span><a href=\"https:\/\/www.linkedin.com\/events\/thechangingdefinitionofinfluenc7046523149063979008\/comments\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Digital Provocateur LinkedIn Live session<\/span><\/a><span style=\"font-weight: 400;\">, Mohan and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/crystalyn\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Crystalyn Stuart-Loayza<\/span><\/a><span style=\"font-weight: 400;\">, Citizen\u2019s Chief Digital Officer, discussed how modern influence is being re-defined and how brands need to rethink their approach and understanding of influencers.<\/span><br \/>\n<a id=\"video-popup\" class=\"wp-video-popup\" href=\"#\"><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2213 size-full\" src=\"https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn.webp\" alt=\"\" width=\"1600\" height=\"900\" srcset=\"https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn.webp 1600w, https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn-300x169.webp 300w, https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn-1024x576.webp 1024w, https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn-768x432.webp 768w, https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/05\/2023-05-08-14_36_40-2-Citizen-Relations_-Company-Page-Admin-_-LinkedIn-1536x864.webp 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><br \/>\n<\/a><br \/>\n\n\t<div class=\"wp-video-popup-wrapper\">\n\t\t<div class=\"wp-video-popup-close\"><\/div>\n\t\t<iframe class=\"wp-video-popup-video is-hosted is-landscape is-resizable\" src=\"\" data-wp-video-popup-url=\"https:\/\/www.youtube.com\/embed\/r3BhZ8fmv2Q?autoplay=1\" frameborder=\"0\" allowfullscreen allow=\"autoplay\">\n\t\t<\/iframe>\n\t<\/div>\n\t<br \/>\n<span style=\"font-weight: 400;\">In their LinkedIn Live session, Mohan &amp; Stuart-Loayza discussed the following key factors brands need to be aware of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Influencer Segmentation:<\/b><span style=\"font-weight: 400;\"> The different type of influencers and what motivates them to create content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Algorithms To Focus On:<\/b><span style=\"font-weight: 400;\"> Follower count is no longer the benchmark; algorithms now favour recommended content, search and paid media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Creative Capability:<\/b><span style=\"font-weight: 400;\"> Instead of focusing solely on the impressions, brands need to find ways to insert their products into the creative capabilities creators have<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The Purchase Funnel:<\/b><span style=\"font-weight: 400;\"> While creators are incredibly successful at building awareness for a product, they are equally successful at the lower end of the funnel i.e. impacting purchase decisions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI Is The (Upcoming) Creator:<\/b><span style=\"font-weight: 400;\"> AI is being used to make virtual creators who act as regular influencers and are a great way for brands to develop their own personas<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The full LinkedIn Live session is available on Citizen Relation\u2019s <\/span><a href=\"https:\/\/www.linkedin.com\/company\/2368269\/admin\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">LinkedIn page<\/span><\/a><span style=\"font-weight: 400;\"> and to learn more about dComm3, click <\/span><a href=\"\/services\/digital-communications\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\"> or email <\/span><a href=\"mailto:digital@citizenrelations.com\"><span style=\"font-weight: 400;\">digital@citizenrelations.com<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The world of influencer marketing has seen rapid change in the last decade. And last month, our SVP of Creator Marketing, Neil Mohan, suggested that maybe more influencer marketing isn\u2019t what every brand needs. Instead, brands need to re-evaluate how they do influencer marketing.\u00a0 A key step in that re-evaluation is understanding how the definition [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-1876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Changing Definition Of Influencer | Citizen Relations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.citizenrelations.com\/en\/changing-definition-influencer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Changing Definition Of Influencer | Citizen Relations\" \/>\n<meta property=\"og:description\" content=\"The world of influencer marketing has seen rapid change in the last decade. And last month, our SVP of Creator Marketing, Neil Mohan, suggested that maybe more influencer marketing isn\u2019t what every brand needs. Instead, brands need to re-evaluate how they do influencer marketing.\u00a0 A key step in that re-evaluation is understanding how the definition [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.citizenrelations.com\/en\/changing-definition-influencer\/\" \/>\n<meta property=\"og:site_name\" content=\"Citizen Relations\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-08T04:56:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-20T12:29:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2023\/12\/WHEN-FEB-22-@-1130AM-ET-830-AM-PT-1-1-2.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"670\" \/>\n\t<meta property=\"og:image:height\" content=\"405\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"citizen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" 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