Kuvaka ruzivo rwemhando chikamu chakakosha chekutengesa zvigadzirwa nemasevhisi, kune vazhinji, vapesvedzera vanga vari chikamu chebhizinesi modhi. Nekuwedzera kwenhamba yevapesvedzera pasocial media, kutsvaga munhu anomiririra brand zvave nyore; inongova nyaya yokuwana yakarurama. Nekudaro, kushambadzira kwe influencer hakuna kungoputika nehusiku humwe. Muchokwadi, yave iripo kubvira pre-digital era uye yakashanduka kuita shanduro yatinoziva nhasi.
Evolution of influencers
Kare ikako, mabhizinesi aizodyidzana nevanhu vane simba vanogona kuunza kuvimbika kuchigadzirwa chavo. Poshi muenzaniso ndiye mugadziri wechina wechiRungu, Wedgwood, uyo akagadzirira mukadzi waMambo George III. Kugadzira seti yakadaro yenhengo yemhuri yehumambo kwaireva kuti pakanga paine chitambi chemvumo yemambo yekambani. Nekuuya kweredhiyo uye kushambadzira kwekuona, makambani akawedzera kugadzira. Muenzaniso wakakurumbira ndeweCoca-Cola uye chiono chayo cheSanta akabata bhodhoro reCoke, iro rave tsika yezororo.
Mumakore mashoma akapfuura, kushambadzira kushambadzira yakawedzera kukosha uye inotarisirwa kusvika paUSD 33 bhiriyoni. Ehe, mhando dzinoramba dzichishandisa vane mukurumbira uye maartist anozivikanwa kuve vamiriri vemhando yavo kusvika nhasi. Nekudaro, nekuwanikwa nekusvika kweinternet, vanhu vawedzera kutaura nezvemhando dzavanoshandisa. Izvi zvakapa kunzwa kwechokwadi uye hukama kune vese brand uye mutengi. Kunyange munhu achigona kusava nechokwadi ihwo huchokwadi kana vezvenhau vezvemagariro vanobatana nemhando, zvichine simba guru, kunyanya kumabhizinesi madiki. Mushure mezvose, vapesvedzeri vepamhepo kazhinji vane vateereri vakanangwa uye kunyanya kuonana nevaoni vavo, tisingataure kuti kubatana navo kunoreva kushoma kwebhizinesi pane kubatana nemunhu mukuru.
Brands uye vapesvedzera
Mazuva ano, vapesvedzera uye vane mukurumbira vanopindirana, nekuda kwekuvapo kwavo online. Ikozvino, vapesvedzera vanogona kubva kumunhu akajairwa ane niche inotevera kune megastars ane hombe fan base. Kune mabhizinesi, ivo vanongoda kusarudza chii type of influencer yakanakira mhando yavo: nano, micro, kana nano influencers. Sezvakataurwa negungano ravo rekutumidza mazita, mhando idzi dzinoreva hukuru hwevateveri vavo. Nano-influencers vane isingasviki 1,000. Micro influencers ndeavo vane 1,000 kusvika 100,000 vateveri. Anopesvedzera ane vanopfuura zviuru zana vateveri anoonekwa seanopesvedzera macro, nepo mega influencers vane vanopfuura miriyoni.
Pakutanga, munhu angangoda kuenda kune mega influencer, zvichireva kuti bhajeti rakakura rinodiwa. Zvisinei, kupfuura mari, imwe kudzidza kunoratidza kuti zvakawanda hazvisi nani nguva dzose. Maximilian Beichert nevamwe vaaishanda navo kubva kuBocconi University vakawana kuti vapesvedzeri vane vashoma kupfuura 10,000 vateveri vanounza kudzoka kwakanyanya kana zvichienzaniswa nevaya vane vateveri vakakura.
Chokwadi kupfuura zvese
Kazhinji kutaura, vatengi vanotsvaga kukosha uye chokwadi. Mutengi anogona kunyanya kutenga chigadzirwa kana kuwana sevhisi kana ichitengeswa nemunhu waanovimba naye. Izvo zvakakosha zvakare kuti anofurira anovimbika uye ane ruzivo nezve chigadzirwa. Sevatengi, tinofanira kushingaira pakusarudza zvatinosarudza kushandisa mari yedu. Nekuti vanhu vanozivikanwa uye vanofurira vari kusimudzira hazvireve kuti zvese zvakanaka. Kutsigirwa kwakabhadharwa dzimwe nguva kunogona kudzima mitsara pakati pechokwadi chekutsigira uye staged promotion.
Mufananidzo wechikwereti: Iyo ficha mufananidzo inomiririra uye yakaitwa naAngela Franklin. Iyo infographic yakaitwa neStatista.
Sources: Phyllo / Peter Suciu (Forbes/ Quinn Schwartz (Grin) / Statista / Michelle Hawley naKaya Ismail (CMS Wire) / Harvard Business Review
