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3 Things You Need to Know About Influencers

3 Things You Need to Know About Influencers

One of the first things business owners learn about is the power of word of mouth marketing. We can tell our customers we’re fantastic all day long, but those messages just don’t have as much weight as an endorsement from a friend or family member. Customers don’t only listen to people they actually know: purchasing decisions can be swayed by public personalities like athletes, actors, and media figures.  Here are three things you need to know about these influencers:

Influencers Can Be Famous – But They Don’t Have to Be

Celebrity endorsements are nothing new, but some of today’s most influential voices are people you’ve never heard of. This is especially true when you consider who’s influencing Generation Z, the young shoppers who are between the ages of 7 to 21. YouTube bloggers who share their passions for everything from artwork to makeup to video gamers are considered more relatable and real by Gen Z shoppers.

Authenticity Matters

Scott Lachut, PSFK Director of Consulting, says there’s a problematic gray area that exists where it’s unclear if influencers are spontaneously endorsing a product they use and enjoy versus one they are paid to represent. For this reason, it’s important for brands to seek out influencers who would legitimately enjoy and benefit from the product. Money will still change hands, but the messaging will be more palpable to your customers.

[Tweet “Authenticity has a different meaning for each generation.”]

Do Your Due Diligence & Keep an Eye on Your Influencers

Before you decide to work with an influencer, whether they’re an A-list celebrity or a local blogger, you want to do your due diligence and be sure this individual doesn’t also indulge in behaviors or endorse causes your customers would be offended by. Once you’ve begun working with an influencer, it’s a good idea to keep an eye on their creative output to make sure their messaging and yours stays in alignment.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

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