The “It Factor”, Influencers Have It
We all have people we admire (that is after all how the word girl crush came about right). Influencers have the “it factor” that many of us admire. The “it factor” isn’t the same as it once was. It’s not how great of a performer one is on stage, or the motivational speaker that encourages you along your path. Now a days, it is someone who has the life you want. By life I mean, the family, clothes, house and vacations. Emily Ann Gemma has the “it factor” on Instagram with almost 1 million followers as proof.
Emily does an amazing job with engagements. She responds to most comments, thus growing the reach as more comments pile on. Often her IG stories will have poll questions on what outfit or hat the audience likes best. This fuels her understanding of her audience of what to show more of. Emily requests questions from her following and posts Q &A videos in her stories, giving the followers what they want. She in turn builds brand loyalty. She has recently mentioned in her stories that she is trying different things based on algorithms. Thus, she is looking at the quantitative data and even the qualitative data with our comments. On contest posts she requests no emojis. Proof that she is measuring and analyzing her data for success driven train.
Emily has found a way to monetize her page as well. First, she has a blog . Many of her posts guide her followers to check out her blog for monthly recaps, beauty routines and a summary of family vacation photos. A link to the blog is emailed out as well every time something is written in an effort to grow conversions. Second, Emily has a like it to know it account where all photos have links on where to buy the items or similar items. She is the driving force for many clothes, makeup and house decor purchases.
Her tone of voice is very appreciative, family oriented with some bravado. If her tone were a celebrity, one might say Kourtney Kardashian. She tries to be real, but feels a bit artificial as she has some status in the online world. Think of Keeping up with the Kardashians around 2012 (I may be aging myself here), they garnish attention when they walk in a room. When the camera turns on, they turn on the celebrity inside of them. Maybe that is the “it factor”. Whatever it is, it is working for her.
Success comes from content. Knowing what the audience wants and giving it to them. Emily has that piece figures out! She has tryons (photos and videos), makeup application videos, home decor photos for the holidays, videos her riding in the car and just talking about the day as a mom, travel photos and what to wear on vacation ideas. She posts content almost daily thus giving the follower something to look forward to as their own kid takes a nap.
Cheers to Emily as being an influencer is HARD work. Documenting your life all day, every day for followers to judge you by. It is like a reality start for 2020. Proving that if you help others have the amazing life that you have in place (adorable family, gorgeous home, beautiful look, and have stylish clothes), you could have the “it factor”, if you use social media to your advantage.
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