Do you know that the ‘www’ in the internet URL stands for World Wide Web? And no, that is not a piece of information I got off the internet. The internet is a wonderful and marvellous thing, but it is also a dangerous place, thanks to the dark web and the deep web. Then there is also the chance that a team who copies a concept can be caught out. There is, however, another dangerous type of web, the one that brand and digital managers try to weave when it comes to promoting their products and services.
If going viral is a vanity metric that has brand managers salivating, PR and Key Opinion Leader (KOL) campaigns are yet another ego stroking exercise. Fortunately or unfortunately, there are egos at play on both sides of the equation – the agency/brand manager as well as the blogger, and sparks can fly if the key element of respect is not present. The commercialised reality of KOLs and bloggers and the rush of companies wanting to jump on the bandwagon and conduct a blogger meetup for six hours is not a local issue, but a global one. The problem is the same; the degrees of severity vary.
The Gulf Cooperation Council (GCC) countries appear to be a seller’s market. Instagrammers sell their services to the highest bidder with the fees of popular influencers reaching thousands of dollars. However, it also appears that soon, some sort of action will be taken as brands realise that the rates are too high. In Pakistan, the situation is the opposite, with a skew towards the demand side, as brands often opt to pay bloggers not with cash, but with gifts or ‘exposure’. Brands only pay money to those influencers they believe will give them a return. Mostly, the return is predetermined, as the criteria selection for influencers is usually the number of their followers.
The logic is that the larger the number of followers, the greater the reach. Yet, as with most things in life, the relationship between followers and reach is not that simple. Even if it is a matter of direct cause and effect, there needs to be a discussion to evaluate the importance of other factors such as relevance and the quality of the content. There is a lot of talk about content and how it is king, but in the realm of blogger campaigns, the value-addition of good content seems to be undervalued.
Navigating the realm of bloggers campaigns can be a difficult task, but it’s not impossible and you often find lessons in the most unlikely of places. Like Charlotte’s Web, a story I read as a child.