So You Want to be an Influencer – Communication Tools for Influence
“Hi everyone! I have just tried this fantastic dish in front of me and wanted to share my discount code with you!” Sounds familiar? If you have read the line in a specific style, you are not alone. Whether it is a video on Instagram or a property-selling video, we encounter plenty of influencer-type content on social media nowadays. The food that we eat, the clothes that we buy, or even the courses that we pick may be influenced by individuals on social media. These are often presented in a similar, high-energy style!
How are they able to present with such influence and energy? Putting aside other factors (e.g., price, quality), we can glean a few lessons in communication from how influencers capture and hold on to their audience’s attention. The best ones consistently deliver engaging content over the virtual social media platform – making you feel like you have a guide in your decisions (in food, clothes, etc.). Today, let us dive into the traits that make an online influencer communicate with influence!
Turn Script Reliance into an Authentic Experience
We have shared about script reliance before – it is a common stumbling block for plenty of communicators as they grapple with the need for a script on stage. Taken to the extreme, you will not see your influencers delivering their promotions or reviews while holding a script in their hands. This creates an authentic experience for the audience members – allowing them to focus on other non-verbal cues, such as hand gestures or eye contact.
But, wait – they may be using a teleprompter to help them, right? Script reliance goes beyond having a tool to help you recall your content. It focuses on how you interact with these tools. As we often tell our learners, it is not ‘wrong’ to bring a script to the front – it becomes problematic when the script distracts you from connecting with the audience. Even with teleprompters, authentic influencers reach out to their audience members through sincere, conversation-building efforts. You can aim for that effect too in your communication to influence!
Reach Out – In Content & Delivery
While different influencers/celebrities adopt their unique style (including video edits), we notice that the common body language cues often utilised are their hand gestures. Even going beyond social media, hand gestures in a face-to-face communication setting play various important functions – from guiding the audience (e.g., signposting) to creating emphasis (e.g., impact gestures). When the stage shifts online (or to social media), your hand gestures remain one of the core tools to use!
There are three positive hand gesture traits we observe from influencers or social media experts. First, these communicators experiment with depth changes effectively. Depth refers to the distance between you and the online audience (achieved by the distance between you and the camera). Moving your entire body too close to the camera will be awkward and inefficient; instead, hand gestures can help achieve a welcoming atmosphere for the audience. Second, they use hand gestures that are open and expansive – an easy tip is to ensure that your hand gestures go beyond the body frame area (and not just by your side). Third, channel energy through the hand gestures by having them in continuous motion (e.g., circular).
Try these hand gesture habits and see how they can help you communicate with influence – no matter the setting!
Create a Sincere Call to Action
Another common feature by influencers (or similar social media-style accounts) is the need to persuade the audience members to join them (e.g., to buy a similar item or use a discount code). In such a persuasive scenario, the powerful conclusion they adopt is to introduce a clear, precise, and practical call to action. What do you want your audience to do?
There are three angles to a call to action to make a trite/rigid one into an open and authentic call. First, beyond telling your audience what they need to do, let them know how it will benefit them. Make the “benefit” specific to the audience profile that you are reaching out to. Second, highlight a larger impact (e.g., to the community or society). Show that carrying out the call to action is not just a self-centric act! Third, try to highlight a broader goal that you are aiming for – this often aligns with the “why” or the purpose of a call to action.
Become that Influencer!
Of course, not everyone wants to be an influencer (and neither are we advocating it!), but it is important to pick out communication lessons from around us. In this modern age, communication techniques or practices from frontrunner (e.g., influencers, marketers) form the benchmark that we can aim for when communicating or speaking on stage to influence. Try our tips from today’s article and build your way to a high influencing potential!
To supplement your communication skills development as an aspiring influencer, WATCH – “Darren Chats • Here’s What It Takes To Be An Influencer on Social Media”:
By The Way…
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