In a world where fashion and lifestyle influencers are in abundance, trade influencers are not to be discounted. One of the most popular trade influencers on TikTok, a pool cleaner with the handle @thep00lguy, makes over $14,000 per post and almost $1.3 million a year with sponsorship deals. TikTok influencers are gaining traction and making money, with the possibility of making up to one million dollars a year, and here is why:
Influencers are a very enticing marketing prospect for big brands and companies. Sponsorship opportunities are endless between influencer and brands, shown by @thep00lguy who has capitalized on his niche content to get deals with multiple brands. These sponsorship deals are a chance to get brands noticed and content creators some extra money. Companies can partner with influencers on TikTok to promote their brand by giving them free products to use and advertise for their followers.
TikTok sees many tradesmen influencers. The most popular are automotive and plumbing. One of the most popular trade influencers, with 1.5 million followers, is Sydney Sweeney from the hit TV show Euphoria. Sweeney collects and restores rare vintage cars and documents her progress on TikTok, amassing hundreds of thousands of likes.
The reason influencers on TikTok see more success on this app as opposed to ones like Instagram or Twitter is because of TikTok’s algorithm. It is organic and based on user-generated content, not follower based, meaning that it collects information on what you enjoy and commonly watch and promotes more videos like that on your feed. Instagram and Twitter are more focused on follower content, so if you are not following people who routinely post about the trades, you are not likely to see that content.
Viewers liked being entertained and taught, something that is easy to do when you have a passion, be it your job or a hobby, which is uncommon as some of the trades are. People with no connection to the trades will see videos from trade influencers and, since it is not something they see in their daily life, they will want to learn more.
The Internet is also a place for DIY hacks and learning how to fix things yourself. Trade influencers is how you learn. As long as people have cars that get old and houses that need repairs, trade influencers will be in demand. A big part of social media strategies for influencers are tutorials and how-tos for this exact reason. When things go wrong, people go to the Internet for answers and solutions.
Another factor for the traction that tradesmen influencers have found could originate in part due to the COVID pandemic. During the nation-wide quarantine in 2020, the emergence of niche interests became important just as a way to stay sane. People picked up hobbies, some of them in the trade sector, to keep busy in a time when they could not go about their daily life as usual.
The rise of trade influencers has been a steady, yet undeniable incline. Whether their purpose is entertainment, education or to inform, tradesmen have found a way for their message to be shared by social media and an audience to listen to it. For as long as there are buildings and roads and electricity and more, there will be trade influencers to teach us about them.
To learn more about user-generated content, check out this blog post and see why you should take advantage of it.
I think we can all agree that influencers are good at… well, influencing. Sometimes it’s like I can’t go more than two days without buying something that a stranger on the internet told me I just couldn’t live without. But is the Goliath of influencer marketing about to meet its David?
Meet “de-influencing.” – the anti-thesis of influencer marketing in which a content creator tells their followers what not to buy or what “life hacks” not to try. As of this blog post, there have been over 700 million videos tagged with #deinfluencing on TikTok. This new trend of debunking trends has more to it than meets the eye, however.
Here is one example of de-influencing in action. This TikTok content creator posts multiple videos where he does a voiceover on top of a compilation of “life hacks” and explains why you shouldn’t do them. This is just one type of de-influencing, where the content creator tells you flat out not to fall into something just because it is trendy.
Another way of de-influencing that is becoming more popular is alternative influencing, or “don’t buy that trendy product that you’ve seen a thousand times, buy this less trendy product that will actually help you.”
So, why is de-influencing becoming popular? One reason might be because consumers are moving further and further away from the mass consumerism that has been creeping its way into our culture since the pandemic, when the only thing left to do with your day was online shop.
Another reason behind de-influencing is because content creators want to be as transparent with their followers as possible. Transparency and reputation are on the front of content creators’ minds. Can you really believe someone who is getting paid to support a brand who may not have your best interests in mind? Consumers are beginning to question the authenticity of influencers’ suggestions – are they truly helpful products, or is this influencer just trying to make a buck?
So, what does this mean for you and your company? First, it means that you will have to choose your influencers wisely. If you wish to do an influencer program, make sure you choose one that will accurately review your product and not one known to post de-influencing videos.
Make sure you are also being as transparent as possible with your product. If viewers appreciate honesty with influencers, they will also appreciate it with brands. Accurately promote what your product can do and how it will help, and this will ensure that your product will not get a negative review for not being worth it.
On the flip-side, it also means you have an opportunity to get your product out there if you believe it is a more efficient alternative to more trendy products. One benefit to de-influencing is that it can appeal to more niche audiences and help push your products towards an audience that would otherwise never know it existed.
De-influencing can be an opportunity for your brand, but only if you let it. How will your company join the trend of anti-trends?
Influencers are becoming increasingly popular among consumer brands, but have you thought about it for B2T (business-to-trades) companies? Join Matt Sonnhalter as he discusses the questions you should ask yourself before starting an influencer program. He outlines three things to consider – social media, products that are conducive to good influencer content and an e-commerce presence.
To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.
Influencer marketing is one of the top forms of marketing, especially in 2021. With influencer marketing being in demand, marketers must use it to seek their target audience.
In a recent report from Linqia, “State of Influencer Marketing,” they outline some of their key findings. While this report is focused on enterprise marketers, these broader B2C influencer marketing trends eventually make their way down to the B2B market.
Here are some of the key highlights:
Interest in using TikTok in influencer marketing campaigns rose 325% in just one year
90% of enterprise marketers wanted to work with micro-influencers
Marketers are working with significantly fewer influencers than three years ago
86% of respondents are already using shoppable links to allow consumers to go from inspiration to purchase instantly
65% of respondents indicated that measuring ROI continues to be the biggest pain point in influencer marketing
It’s no surprise that the top two platforms are TikTok and Instagram as video content is continuing to grow within influencer channels. In fact, one in three marketers said it is extremely important.
Influencers are more than just their audience; they also create compelling content across channels and this is why they’re so effective.
What changes are you making to your Influencer Marketing Program for 2021?
With the stress and anxiety of the COVID-19 pandemic constantly looming, finding silver linings throughout this situation isn’t always easy. But with millions stuck at home with their phones acting as their main source of entertainment and social interaction, influencers and content creators in the trades have been able to use this time as an opportunity to expand their audiences, connect and engage with their online communities and use their platforms to spread messages of positivity and encouragement.
Sarah Listi, who runs Tool Girl’s Garage, is one of Instagram’s leading voices in the woodworking, home improvement and DIY communities. Based out of Texas, Sarah is a full-time tool reviewer, builder and all-around storyteller who has partnered with some of the industry’s biggest brands and built a loyal following of more than 51,000 Instagram followers.
Courtesy of @ToolGirlsGarage
Sonnhalter spoke with Sarah to learn more about how the pandemic has affected her personal and professional life, the content she creates and how the situation has affected her brand partners and the online community at large.
Sonnhalter: How has it been trying to create content in the midst of the pandemic?
Sarah Listi: There is a lot of fear and concern out there, so I try to generate content that is useful and positive. There is that feeling of, and I don’t want to say “obligation,” but you want to put out positive content when things are going on that are difficult to escape. This is a hard time. It’s weighing on everybody. So, I’m trying to stay positive and focus on what the content is meant to do, whether it’s meant to inspire, bring positivity or just be funny or irreverent.
What have been some of the challenges for you and how have you overcome them?
Trying to balance being a parent and being a content creator when there is no division. There is no school to divide up the day. My biggest thing is trying to stay as consistent as I was before, stay positive and focus on the good. There are many amazing things happening in the community, not necessarily just on social media, but so many people are showing up for others.
I try to be honest about how I feel. I’m very lucky to have followers who are very loyal and respectful and engage with what’s going on in my day-to-day life. I try to be transparent and honest because it’s just easier to be honest and be yourself than to pretend something else. I needed to own up to and address that it’s crazy being a mom, a teacher, a housewife and a full-time content creator right now. That’s a lot for anybody.
Have there been any unexpected benefits or positive experiences with your time at home?
While I am in the shop, my kids have been able to come in and help with sanding or to just ask a lot of questions. It’s nice, because before when they were home, I tried to just focus on them 100 percent so now that there’s a mix, I think they appreciate it and I think it’s good for the family dynamic in a way. It’s nice to have that connection. Like, my daughter was following me around with a sketchbook full of designs of things she wanted me to build her, which struck me. It was a cool moment for me because she’s learning that building and creating is so much more than the execution. There’s a planning stage and there’s an artistic aspect to it.
We had a scrap plywood family project I did with them over the weekend with Lowe’s “#BUILDTHANKS” project and they got a kick out of it. That was really fun and it reminded me of when I was younger and got to create something for the first time. There was a little bit of magic in there.
With everyone being stuck at home, did you see an increase in your social media engagement?
A lot of people are seeing engagement in higher numbers, but I’ve seen more increases in profile visits and followers. I was averaging about 850-900 new followers a week for a while, and now it is closer to 1,100. It’s significant, but not, say, a 300% increase or anything.
Courtesy of @ToolGirlsGarage
What has this situation meant for brand partnerships?
A lot of us have heard more from brands trying to get content together, because they can’t utilize those traditional marketing methods right now, like photo shoots, filming, etc. It’s been kind of interesting. I would imagine that [these opportunities] are probably going to keep growing, even after we get back to the norm.
What are some of the trends you’ve seen with fellow content creators and your followers during the pandemic?
One cool thing about social media is that we’re never alone. If I talk about having a rough time or a great day, they want to hear that and give you that feedback and they’re always celebrating those victories with you. For content, I think a lot of people are focusing on getting organized. We all wish we were more organized, especially in our shops, so we are all thinking about how we can make it better for when we are back to the norm. There are a lot of “build at home” initiatives and projects encouraging others to use scrap materials.
Any other ways you’re staying positive during this time?
I am trying to capitalize on family time. We are all home together, so let’s make the home that much better to be in. At the end of the day, when have we had this much time at home with our families? It’s a weird and huge shift. You have to find the good in whatever you can. Hopefully, we never have a situation like this again. It has been devastating to see this much fear, but all you can do is make the best of a bad situation.
