Influencers have become an integral part of marketing and brand strategies for companies. With the rise of social media, influencer marketing has emerged as an effective way for brands to reach targeted audiences and drive engagement. But who exactly are corporate influencers and how are they different from the influencers we see on Instagram or YouTube?
What is a corporate influencer?
A corporate influencer is someone who works for a company or brand and uses their position and social media presence to promote and shape positive sentiment about that company or brand. Unlike independent influencers who work with a variety of brands, corporate influencers specifically represent and advocate for their employer.
Some key characteristics of corporate influencers include:
- They are employees of the company they are influencing for
- They have a significant following and engagement on social media
- Their content aligns with the company’s messaging and values
- They participate in influencer marketing campaigns on behalf of the brand
- Their focus is driving brand awareness, engagement, and sales
How are corporate influencers different from independent influencers?
While independent influencers work with many brands, corporate influencers solely promote their employer. Some key differences include:
| Corporate Influencer | Independent Influencer |
|---|---|
| Employee of the brand | Freelancer |
| Promotes a single brand | Works with multiple brands |
| Messaging aligns with company values | Has own personal brand |
| Focuses on company goals | Focuses on own monetization and growth |
Types of corporate influencers
There are a few common types of corporate influencers that brands leverage:
Executives and leadership
Executives like CEOs and founders can serve as influencers by sharing their expertise, thought leadership, and insights into the company. Their point of view lends authenticity and authority.
Employees
Employees like marketing, sales, HR, and customer service teams can provide an inside look at company culture, products, initiatives, and more. Their perspectives humanize the brand.
Brand advocates
Brand advocates are often loyal customers who organically talk about products they love and recommend the brand. Advocates can tell authentic stories that resonate with audiences.
Micro-influencers
Micro-influencers are employees with smaller, niche followings under 100k followers. They specialize in particular topics to reach targeted audiences.
Celebrity/macro influencers
Some brands partner with big name celebrity or macro influencers (over 1 million followers) who align with their brand image and values. This helps expand reach.
Benefits of corporate influencers
Leveraging corporate influencers provides several advantages for brands:
- Credibility: Employees share an authentic inside perspective customers trust.
- Trust: Corporate influencers build relationships and loyalty with audiences.
- Expanded reach: Influencers broaden brand awareness to their own following.
- Thought leadership: Position executives as industry experts.
- Behind-the-scenes content: Provide exclusive behind-the-scenes looks at products, culture, etc.
- Employee advocacy: Rally employees as brand ambassadors.
Challenges of corporate influencer marketing
However, there are some potential challenges to consider with corporate influencers:
- Perceived lack of authenticity if messaging sounds too promotional.
- Risk of PR crises if an influencer makes a mistake.
- Complex coordination across many employee influencers.
- Difficulty tracking ROI and concrete business impact.
- Time investment needed to develop influencer skills and content.
- Navigating legal and compliance issues around paid promotions.
Best practices for corporate influencer programs
Some tips to ensure corporate influencer programs are effective include:
- Establish clear guidelines for employees on content strategy, legal issues, brand alignment, etc.
- Set realistic expectations for employee time commitments.
- Provide training and resources to improve influencer skills.
- Encourage authentic and engaging storytelling over hard sales pitches.
- Align corporate values and social causes with influencer partnerships.
- Utilize employee influencers across the buyer’s journey from awareness to conversion.
- Monitor engagement and sales data to quantify program ROI.
Examples of successful corporate influencers
Many companies have built highly effective influencer programs:
Zappos
Zappos empowers over 500 employee influencers on its @zappos account to share an authentic inside look at its culture and customer service values.
Adobe
Adobe leverages its own employees as influencers and experts on creative apps through the Adobe Life blog and #AdobeLife hashtag.
HubSpot
HubSpot’s employees educate audiences on inbound marketing through blogs, social media, and podcasts. Their narratives humanize the brand.
Microsoft
Microsoft’s president Brad Smith and CEO Satya Nadella are influencers that discuss technology, business strategy, and thought leadership.
Slack
Slack’s CEO Stewart Butterfield uses a casual and conversational tone on Twitter to engage audiences and personify the brand’s culture.
Mailchimp
Mailchimp’s founders often share funny, down-to-earth content that aligns with the brand’s vibrant, quirky identity.
In summary
Corporate influencers are a vital part of modern brand marketing. By leveraging credible employee advocates, brands can tell authentic stories, make personal connections with audiences, and drive real business results. With strategic planning and execution, corporate influencer programs can become a competitive advantage for companies.