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Influencers: How Biases Affect You

We want those whom our brand is geared towards to share their experience with our products and we want them to tell their friends. Then we want those friends to mirror the behavior and buy the same or more products! Its simple but important to understand how this works. How do you leverage this? Well, after effectively vetting your audience and understanding what drives them, what inspires them, and what they like to discuss – we create a product line that fits that personality archetype perfectly – providing the best opportunity for success. Think of it as a tailored product line and brand to jive with their own values. Now, which do you think will lead to a sales? When a follower hunts through a department store full of many products that each communicate a different value-set than their own, OR when they visit your web store and find a bunch of products that reflect their lifestyle, interests and values perfectly? With In-Group Favoritism we have to be careful too. If you want to grow your brand beyond your current social media audience and into new spheres of influence – you must create content and produce a product line that takes that into consideration. Again, this is where the objectivity provided by a 3rd party is crucially important.


When activating your own online presence and personality one of the most important things you can do is maintain a true understanding and appreciation for your value and your share of voice. By achieving this awareness, you will be in a better position to grow your brand and align yourself with the right partners.


The goal here is to honestly evaluate your own value with objectivity. This can be extremely challenging because we are all subject to powerful biases. These are naturally occurring psychological processes may keep us from seeing or feeling how things really are.


Here is a list of top biases that impact our growth of our online presence, social media brand, or the development of our own businesses and influencer status.





ATTRIBUTION BIAS

This is a cognitive bias that refers the errors that are made when we try to evaluate reasons for our own behavior, or even the behavior of other people. In this bias we attribute other people’s behaviors to internal characteristics, but we attribute our own behaviors to situational factors. Example.

After a follower requests a discount code to your online store you might think, “That customer is cheap, and doesn’t appreciate quality or premium products” rather than “That customer is providing valuable information about the price-point of my products as compared to other similar products on the market, yet they still want to buy from me!”


Similarly, this can apply to our own thoughts. When you don’t see the same number of ‘likes’ on a recent post that you are used to – you might think, “People are not online much right now because they are busy with work” rather than, “My content needs to be improved to drive greater likes and followers.”.


CONFIRMATION BIAS

This is when we unknowingly look for information that confirms or supports your existing beliefs. For this to happen we usually end up ignoring the factual information that is available. Example, you might believe that you have great engagement to your Instagram posts. In trying to justify this you focus on the fact that were as you reliably get 145 comments per post. Where as the best way to evaluate your engagement is to look at the true data on those comments; ie. who is commenting, how are they commenting (did you know that emoji use is considered less-valuable engagement as compared to typed messages?), how long between their engaging with you etc.

For the confirmation bias it is best to follow the numbers, the facts, and the data. Having a partner, advisor or consultant do this ensures your personal biases are not impacting the information that is used to develop strategy and growth planning. IN-GROUP FAVORITISM

This is a tricky one, In-Group Favoritism is when we prioritize the products and ideas that are popular with a group we’ve aligned ourselves with. This is not so much a pitfall but exactly what are influencers try to leverage when opening our brand to offering tangible products for sale via on online store.

We want those whom our brand is geared towards to share their experience with our products and we want them to tell their friends. Then we want those friends to mirror the behavior and buy the same or more products! Its simple but important to understand how this works. How do you leverage this? Well, after effectively vetting your audience and understanding what drives them, what inspires them, and what they like to discuss – we create a product line that fits that personality archetype perfectly – providing the best opportunity for success. Think of it as a tailored product line and brand to jive with their own values. Now, which do you think will lead to a sales? When a follower hunts through a department store full of many products that each communicate a different value-set than their own, OR when they visit your web store and find a bunch of products that reflect their lifestyle, interests and values perfectly? With In-Group Favouritism we have to be careful too. If you want to grow your brand beyond your current social media audience and into new spheres of influence – you must create content and produce a product line that takes that into consideration. Again, this is where the objectivity provided by a 3rd party is crucially important.

Simply, we are all subject to biases of different kinds and this is where the importance of maintaining an objective position comes in when evaluating your brand and your future strategy around selling your own product line.



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