Rewarding influencers – it’s not all about the money

By if-admin | November 22, 2010

Our social shopping research revealed a high propensity for influencers [and consumers] to want rewards for recommending a brand or reviewing a product/service. There is, unsurprisingly, a high demand for incentives that discount (75%). But the intriguing insight is how this is coupled with a need for recognition too. There is a long tail of demand for more experiential rewards in return for posting comments or giving feedback.

I came across the RSA’s rather compelling video animation that looks into employee motivations. It caught my attention. Why? Because there are parallels when compared to the  motivations of influencers on a given topic in social media.

The animation emphasises how money has a limited impact in motivating or positively reinforcing a message. Don’t get me wrong financial reward can be important, but as the video of the MIT study shows, it only really works for short, straightforward tasks.

When it comes to motivating the more cognitive skills, skills required by influencers and reviewers, then the relationship needs to go beyond the transactional. We are demanding more conceptional and creative thinking from our influencers and in return they want deeper recognition and collaboration.

Enhanced by Zemanta

Latest Posts

Are you looking for better ways to humanize your brand? It can be all too easy to just post on IG about your product or service and see the engagement flag. I think it is important not to lose sight of the human element and spotlight the creative talent behind…
Read More
With social media platforms always on the move, marketers are constantly looking to find smarter ways to tap into the potential of utilising influencers. A recent survey has explored the latest trends within the influencer marketing space and how this will change the digital world: Social commerce is growing…
Read More
There is so much social media news popping up every day that it can be hard to stay up to date. But don’t worry, we’ve got you covered! Take a look at the latest happenings in the world of social media through our social snapshot 👇 Instagram tests NFT (Non-Fungible…
Read More