You probably heard the term “influencer”. But what you probably don’t know is the term “impact influencer”. As social media evolves with younger generations taking over, it is common to see that influencers are caring for social and environmental issues such as diversity, equality, climate change and sustainability.
Are Influencers generating social impact?
Influencer and Value-Marketing focus on the idea of transparent content that engages people and creates positive awareness for topics like sustainability. It’s about delivering authentic, organic and real materials that inspire and bring useful information to the followers.
It’s time to ask the questions: Do brands really care about the planet? Do influencers really love the products that they share with their followers?
Customers value trustworthy and engaging content that truly educates. Influencers are standing up for causes that they believe in, creating communities with passion around certain topics. Those influencers are not on Instagram only for the number of followers, but to fight for a cause, to use their voice and to empower more people to act for the planet.
Not all brands are concerned about the environmental and social impact related to their existence. However, new brands are born with sustainable and social values at their core and those companies are leading the change. Impact influencers are ambassadors for this movement, delivering powerful content to their audience to drive change for the better!
Sustainability is changing the way we do marketing
Consumers are aware of the origin and fabrication of their products. They want to better understand what they are buying and where it comes from. Companies realized that their business can contribute positively to the planet. And followers don’t want to be tricked by false marketing.
Impact influencers are NOT incentivizing consumerism, they are supporting new business models. Models based on “Cradle to Cradle” or “Circular Economy” principles, that are effectively closing the loop, reducing environmental impacts and social inequalities.
Such as the case of Eva (@helloevi), a German content creator and illustrator traveling bare feet around the world while she writes about the environment and promotes a lifestyle in harmony with nature.
Sieh dir diesen Beitrag auf Instagram an
/anzeige * spending as much time in nature, on bare feet, wearing not more than absolutely necessary, I am highly convinced that being naked is the most natural, most sustainable way of „dressing“ ourselves. In our daily lives however, living this way is barely possible. @_uptous introduces the first impact-oriented fashion community that serves to educate and inspire people to grow their awareness of what they’re putting on their skin, how it is made and what the actual story is. I wish for us all to realize that we urgently NEED to rethink our actions and start a revolution here. Follow @_uptous and sign up for the community to join the force and among the first to know when the platform launches in march. #itsuptous #uptous #uptousclub
Or Henni Kristin (@henni.kristin) who promotes a slow and sustainable lifestyle linked with positiveness, mindfulness and self-love. Impact influencers have an audience with high engagement rates. It means that followers trust what they say and are constantly interacting with them, building an online relation of confidence and transparency about the advertised products.
Influencers advocate for a cause, they are opening the space for more people to understand those issues and talk about it.
Brands want to be part of the change
For impact influencers, it’s not only about getting paid to post about one product, but it’s also about sharing the same values with a company. Normally a micro-influencer will work with not more than 10 brands in one year. The content is carefully produced for each marketing campaign.
Furthermore, the public is more receptive if the sponsorship comes from a person who does not usually advertise products. Would you trust people who do nothing but promote one company after another? The selected content adds up to create a more trustworthy and curated ad that will convert better.
The purpose-driven content may close doors to some influencers, but it represents a revolution on the way business is done. Brands can now choose wisely who will be part of their campaigns, making sure that the material will be unique, authentic and committed to social and environmental causes.
Nowadays consumers are more aware than ever. With a search on Google or Youtube, it’s easy to discover if a product is toxic or contains harmful chemicals. This information was kept years in secret and today is available thanks to the internet, so brands need to be transparent with what they are selling.
Impact influencers are claiming for change and demanding transparency – and responsible brands should be part of this revolution.
Which impact influencers do you follow?
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