I often wonder if influencer programs are still worth it. It’s an argument that have in my own head all the time. If you’ve been following me, you already know that I’m a big fan of employee advocacy programs, and I feel that the rise of these programs has had an effect on external influencer programs.
There will always be questions about whether or not influencers are authentic, especially if reviews and opinions are compensated. It isn’t my intention to start that circular conversation, it’s a topic that can and will be debated over and over. Instead, what I’d like to point out is that an influencer program can be a great way to reward loyal customers.
In full disclosure, I am a part of an external influencer program for Verizon FiOS, and this blog post was created as a part of the program. BUT I was a customer for five years before being asked. So no, I wasn’t paid to convert from some other cable or satellite TV company. In my opinion, it’s great to feel recognized or rewarded by a brand for being a loyal customer, and being a part of this program just reinforces my commitment to them.
Existing customers are great for influencer programs because the decision to buy into the brand was informed and not made because they received products and/or services for free. If a customer has been loyal to a brand for a long time, there are most likely to be pretty passionate about that brand. And I would venture to guess that they have made that passion known to others in their own way without trying to be a salesperson.
The definition of a mercenary is “working or acting merely for money or other reward” (dictionary.com). If you pay someone to initially like your brand, once that payment stops, or there’s a higher offer from a competitor, that person will most likely switch sides.
I’m not saying Verizon is perfect because no brand is perfect. The reason why I paid for the service, turned down competitors that knocked on my door repeatedly promising to lower my bill, was because I believed that the Verizon’s service was better. And throughout all this time, that opinion hasn’t changed, the service is great.
Whether or not brands want to believe it, consumers aren’t stupid, they can see through all the fake advertising and people that are put in front of them. Loyal customers don’t need to be fake, because they’ve already bought in. It’s encouraging to see brands like Verizon reward them for their loyalty. That’s definitely a good thing.