If you were to look back twenty years ago, one word that just didn’t really exist was “influencer.” in fact, people would look at you if you were crazy if you were to even say the words “industry influencer.” While sure, you had industry leaders like Steve Jobs and Bill Gates, even celebrities who were influencing people and innovation, that’s about as far as it goes. Nowadays, content creation is vibrant; it’s like a goldmine; everyone has a voice, and everyone can use their platform however they please. It’s honestly amazing because there are no more barriers to entry.
You don’t need to be a celebrity, a tech giant CEO, or even someone on TV or radio to have your voice heard. You have podcasts, YouTube, LinkedIn, TikTok, and basically daily platforms that are growing. So, thanks to all of this, you have industry influencers. Sure, there are runway influencers, which is what people immediately think of, but influencer is basically an umbrella term because there are so many different ways one can go about this.
Of course, influencers get a bad reputation, but again, not all influencers are the same. In fact, industry influencers are probably the most favoured, and it’s easy to see why. They’re the ones trying to push boundaries, create innovation, and help with global demand. But it doesn’t stop there, really. So, with that said, here’s actually how industry influencers are trying to pioneer the next wave of changes for industries all over!
They’re Shaping Trends
It’s incredible how much influence they have; in fact, they’re shaping what’s in demand and pushing at it! Industry influencers, for example, in the medical field, are helping boost the demand for medical scientists on a global scale! How amazing is that? But in general, you really have to keep in mind that they have the power to, well, influence.
It can be both businesses and consumers; it just depends on the industry and maybe even the platform. However, they do have power over purchasing decisions and even brand perception, and it’s all thanks to their curated content. Obviously, this all needs to be done through authentic engagement and even a compelling message. So, it’s not like anyone with a platform is going to have a profound effect. But as a whole, there is an impact.
In addition, industry influencers, like regular influencers, can even shape trends! So it’s not just about driving demand; it’s about trends themselves! They can share insightful perspectives, help shape a narrative within a specific industry, and even market dynamics. But they’re trusted, they inspire, and some of these people have a following on a global scale, not just regional.
Amplifying Brand Awareness
Alright, so this one might be low-hanging fruit, but it still deserves some attention! It’s not really a secret or anything that we’re currently in the era of digital saturation. Sure, more and more platforms are coming out daily, and that within itself is actually a good thing. So you should definitely see it as that.
But for the most part, industries as a whole (so not just brands but the whole collective) are having to fight to retain audience attention. Even when it comes to B2B, and some industries are strictly just B2B, it’s like that too! So, what makes industry influencers (again, kind of like regular influencers) stand out is the fact that they offer a direct line of communication to highly targeted audiences. So, of course, this helps enable brands to amplify their reach.
At the end of the day, industry influencers are still influencers; they’re still going to collaborate with other brands to push for more reach. But there’s nothing bad about that in the slightest.
Creating Disruption
Now, at first thought, this sounds bad, but it’s not! Sometimes, in order for an industry to actually change the way it needs to be changed, you just may have to shake some things up. Technically, people have been doing this for years (such as celebrities), but influencers, especially industry-based ones, are now carrying the torch. It’s not really hard to see why any of these people would want to cause disruption either; it’s the disruption that actually makes changes and innovations, and obviously, it’s all for the better.
With their finger on the pulse of emerging trends, consumer preferences, and market demands, influencers serve as catalysts for change, pushing boundaries and challenging conventional norms. They reach the point where not just their audience agrees, but the message is spread, and the industry changes once and for all. Ethics and sustainability are two perfect examples of this.
Fostering a Collective Mindset
In an interconnected world, collaboration is key to driving meaningful impact and effecting positive change. Industry influencers, with their vast networks, diverse skill sets, and collaborative mindset, serve as catalysts for collaboration, forging strategic partnerships and fostering cross-industry synergy. They’re basically the ones who help bridge the gap between brands and consumers and even brands with other brands—sometimes even connecting two different industries together!
Driving Social Change
This basically supports what was said above about disruption, but it deserves a bit more attention, too. So, beyond driving business outcomes, industry influencers are leveraging their platforms for social good, championing causes, and driving meaningful change in society. Again, the two best examples are sustainability and ethics because, let’s face it, these were never at the forefront until recently when influencers and consumers have gotten louder about their demands.
They can spark conversations, raise awareness, and even mobilize communities. Most (but not all) industry influencers are genuine about their efforts to address pressing social issues, promote diversity and inclusion, and advocate for positive change.
Again, most of them are, but of course, you have others who aren’t so ethical and only think of profits. But for the most part, regular influencers and industry influencers alike are trying to create a commitment to help make a difference in the world. We only have one Earth, so we need to take care of it.
