In the following video, I talk about the rise of clout chasing influencers on social audio and how important it is for brands who partner with them to do their due diligence before getting into any contractual agreement. We also hosted a Clubhouse room about this topic and had a very engaging conversation. For more video content, please consider subscribing to my YouTube channel. I upload new videos once every two weeks.
Social audio storytelling is taking the world by storm. And with that comes the aftermath if influencers. So today we’re talking about clout chasing influencers. And the last thing I want to do is talk about the same thing everybody else talks about here on Clubhouse. I see a lot of recycled thought leadership in several of the rooms that I’ve attended in the past so I have assembled a pretty diverse panel of individuals that I know in the industry to provide their perspective.
Now I’d like to say just a few words before we get started.
Everyone is influential to some degree. Some have small circles of influence while others have very large circles of influence.
I am not the influencer police. I have been critical in the past of people who refer to themselves as B2B tech influencers but at the end of the day it really doesn’t matter what I think.
Everybody has their own vibe and side hustle, and I can’t hate against that.
But when clients come to me and say “We want to work with this clubhouse influencer … I’ve heard them speak in a room with over 300+ people and they have 15,000 followers”.
I have to do my due diligence and ensure that it’s a smart investment and one that can deliver true business value.
So over the weekend I did a very small experiment. I scraped Clubhouse profiles looking specifically for people who have terms like “award winning”, “global keynote speaker”, influencer, and “featured in media publications like Forbes, Fortune, the New York Times, and Fast Company etc.
There were well over 100K profiles that had some variation of these keywords. I chose 10.
I spent about 45 minutes Googling each of the 10 people in order to collect all of their handles across social media. Of the 10, four of them had just a few public social media channels, very small audience sizes, inconsistent posting cadence and just about zero engagement. All of them had Twitter accounts that started in 2021.
I took the rest and then ran them through an algorithm that we use to help determine true influence – things like audience size, topical relevance, engagement rate, search visibility.
And this group seemed to be fairly influential. Although I couldn’t really determine what they were influential about. Many of them self-identified as being influencers in growing audiences across Clubhouse, entrepreneurship, innovation, and personal branding and that’s about it.
So, take what you want from this experiment but it could be argued that Clubhouse participation is a good B2B branding strategy.
Is there an issue of people being so hungry and obsessed with being an influencer? I would say yes. The next question is: Should brands be on Clubhouse? I’ll let you answer that one.
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