The second in command on the Starship Enterprise, Mr. Spock — half human, half Vulcan — was known for his logical thinking and control of his emotions. The character left behind many useful quotes that offered a unique perspective on life. Some of these quotes can be helpful when it comes to the way you think about influencer marketing.
1. “Computers make excellent and efficient servants, but I have no wish to serve under them.”
Software can be an important tool when putting together an influencer marketing campaign. But it’s important to never forget the humans who are behind the campaign or the humans who will be seeing the results of it.
2. “Live long and prosper.”
Influencer marketing is enjoying a prosperous existence so far. The 2017 State of the Creator Economy (SOCE) study found that influencer marketing isn’t just effective — it’s seen by marketers as becoming more effective from one year to the next.
3. “Without followers, [the message] cannot spread.”
An influencer without an engaged following is like a tree that falls in the forest when no one’s around. Of course, followers are just part the equation. According to “How Influencer Marketing Boosts ROI,” an effective influencer is also able to shape a conversation, drive people to action, and serve as a positive and relevant persona.
4. “I have been and shall always be your friend.”
A study from Nielsen found that 92 percent of people trust recommendations from friends and family above other forms of marketing and advertising. For influencer marketing to remain effective, an influencer needs to always come across as a friend.
5. “Change is the essential process of all existence [and all influencer marketing campaigns].”
People use social media today in ways they never did before. People visit more than seven platforms per year, according to the SOCE. They usually visit each network at least once a day. Influencers and marketers need to keep up with people’s changing social media use.
6. “Insufficient facts always invite danger [and the wrath of the FTC].”
Spock’s words of wisdom can be applied to the FTC’s disclosure rules. As the SOCE points out, nearly 30 percent of influencers were asked by clients not to disclose their relationships. This is a risky proposition, indeed.
7. “When you eliminate the impossible, whatever remains, however improbable, must be the truth.”
According to “How Influencer Marketing Boosts ROI,” for every $1 spent in paid media, influencer marketing has an earned media value of $6.85. Traditionalists might scoff at that, but numbers don’t lie.
8. “In critical moments, men sometimes see exactly what they wish to see.”
Around 38 percent of consumers noticed an influencer marketing message in the past year, according to the SOCE. Although consumers might be more aware of it, that hasn’t reduced the effectiveness of influencer marketing.
9. “The needs of the many outweigh the needs of the few.”
Interest in influencer marketing has skyrocketed in recent years. Since 2015, search volume for “influencer marketing” has increased by 5,000 percent per month, according to “How Influencer Marketing Boosts ROI.” The increased demand for influencer marketing is the reason why US marketers have an increased familiarity with it.
10. “May I say that I have not thoroughly enjoyed serving with humans? I find their illogic and foolish emotions a constant irritant.”
Sometimes, influencer marketing campaigns do go wrong. Spock would have none that. If your influencers mess up, either by not following the FTC disclosure rules or by doing a Scott Disick and posting your message verbatim, take a deep breath, ask them to correct the mistake, and then move on.
11. “Fascinating is a word I use for the unexpected.”
With an ROI that’s three times that of traditional marketing (according to “How Influencer Marketing Boosts ROI“) and a cost that’s 62 percent lower, influencer marketing is truly fascinating.
12. “Where the laws do not operate, there is no [influencer marketing].”
You can’t have a prosperous influencer marketing campaign without following and abiding by the FTC’s rules. As stated in “What Is Influencer Marketing?” the FTC has really started to crack down on influencers who don’t disclose. If you don’t want your content pulled, make sure your influencers are disclosing.
13. “After a time, you may find that having is not so pleasing a thing after all as wanting.”
Sometimes, the biggest influencers aren’t necessarily the best influencers. If you work with an influencer who’s not a good fit, you might want to go back the drawing board and start over.
14. “One can begin to reshape the landscape with a single flower.”
All it takes is one influencer post to get your feet wet and start building your brand’s popularity.
15. “Why am I here? What was I meant to be?”
The “why” of a campaign is perhaps the most important factor. According to the SOCE, fit and relevance to the audience are the top two things an influencer considers before working with a brand.
16. “There is no reason that function should not be beautiful.”
Influencer marketing campaigns should be beautiful, mastering the combination of form and function.
17. “Creativity is necessary for the health of the body.”
The more creative and engaging an influencer marketing campaign, the more successful it tends to be. The “What Is Influencer Marketing?” eBook highlights several creative campaigns, such as “#inmyCalvins” and “#swipeleftdat.” Both used well-known social media stars and a variety of media to get their messages across.
