How is A Post From A Social Media Influencer Different Than A Comment From A Regular Consumer?

Have you ever commented on an Instagram reel and received almost no likes or interactions? On the other hand, a well-known social media influencer posts on the same topic and gets hundreds of interactions.

Sucks, right?

It makes you wonder how a post from a social media influencer is different than a comment from a regular consumer?

Well, there are a few psychological (and technical) reasons behind this. Let’s understand them in detail.

Social Media Influencer Posts Vs. Regular Consumer Comments:

The way brands promote themselves has changed a lot because of social media. That’s precisely the reason why normal consumers like you and me don’t really focus on traditional TV commercials and magazine ads.

Now, the vast ocean of social media has given people the power to gain a fan following, create a personal brand, and eventually be “social media influencers.”

So.When Did Influencers Become a Thing?

Let’s go back to the early days of social media. When platforms like MySpace and YouTube were introduced, they gave people an exceptional power to make an impact on the Internet.

People were able to make content and share it online with the whole world. The following timeline will give you a better idea of it:

• 2006 – 2011: Early YouTubers and bloggers gained a lot of fame.
• 2012 – 2016: The introduction of Instagram offered a way to show off lifestyle and aesthetics.
• 2017 – 2019: Influencer marketing becomes a key brand strategy.
• 2020 – Today: Apps like TikTok reshaped the whole influencer community.

Now, everyone who has a fan following starting from 1,000 is known as an influencer, and these people do have a lot of impact over their followers. That’s precisely why 80% of companies are dedicating their market budget to influencer marketing.

The Consumer Comments On Social Media:

The comments of normal consumers on social media matter a lot. It’s true that big social media celebrity usually takes all the spotlight with their flashy posts, but the power of comment sections still remains.

People comment on their experiences with brands on social media, which are usually seen as product reviews as well. In fact, brands use consumer content for engagement to build trust and credibility.

So, in many ways, consumer comments on social media are:

• General yet valuable
• Often perceived as personal reviews
• A huge part of the UGC (user-generated content)

Key Differences Between Social Media Influencer Posts and Consumer Comments:

Social media influencer posts and general consumer comments differ in the following ways:

Purpose and Intent:

The purpose and intent of influencer posts usually revolve around generating income through brand partnerships. These posts are strategic and designed to engage an audience and persuade them to take specific actions such as clicks, purchases, and subscriptions.

Some influencers, especially the newbies, focus on content creation just for building a personal brand.

Consumer comments are mainly about sharing personal experiences. These people don’t have any partnerships with brands, but they tend to give feedback by expressing satisfaction or frustration with a brand online.

People looking for new product suggestions usually tend to post comments to ask questions and provide suggestions.

Content Quality and Creation Process:

Influencer posts are of high quality and include professionally shot pictures and videos. They use strategic captions to send a specific message to a target audience. Not only that, these posts are posted according to a specific schedule in order to reach a wider audience over the Internet.

Consumer comments are usually random. People don’t put a lot of effort into creating comments. However, this content includes emotions that are expressed in a casual language. You might also see some comments with unfiltered language over many social media posts (especially the controversial ones).

Motivation & Influence:

As you can guess, the main motivation behind influencer content is financial compensation (some even making $100 to $1,000 per post). Famous profiles that aren’t looking for compensation are usually motivated by the need to make an impact and brand perception.

In most cases, influencer posts carry a lot of influence. Their opinions matter to the followers, which drives engagement and sales.

On the other hand, consumer comments are driven by the need to get a response from a brand. Some even post to educate others about the drawbacks and benefits of a product. What differs consumer comments from influencer posts is that consumer comments aren’t compensated in any way.

Voice Of Communication:

The voice of communication of most influencer posts is authoritative. Their message is completely polished and contains a professional tone. Also, it follows the storytelling technique in order to drive more engagement.

Consumer comments, on the other hand, have a casual tone. It’s not professional and does not focus any specific voice. People even throw their thoughts in random words without any strategic consideration.

But, trust me… These comments are purely honest.

Reach and Engagement:

Since social media influencers have thousands and millions of followers, their messages have a high reach and engagement. A piece of content published by even a small influencer profile can get thousands of clicks and impressions due to social media algorithms.

The algorithm works for the consumer comments as well. If people like a comment on a post, platforms like Reddit usually show it at the top. Still, the reach of personal content on social media isn’t as huge as influencers’.

Impact on Purchasing Decisions:

Both social media influencer posts and consumer comments have a huge impact on purchasing decisions. Influencers build brand credibility, which drives sales among their followers.

On the other hand, many consumers read people’s reviews about a product before making a purchase. However, actual consumer comments may have a greater impact on brand sales because of the honesty involved in them.

The Trust Factor

In case of the trust factor, consumer comments take the win. Many people believe in the experiences of a normal audience before making a purchase. They don’t believe in influencer posts since it’s pretty clear that most of the content they publish is sponsored. The influencers are just giving opinions to make more sales and generate more revenue.

Examples That Show The Difference Between Influencer Content and Consumer Comments:

Well, to make everything crystal clear, let’s take a look at a simple example of how an influencer and a general user would publish content about a product.

Example 1 – Whey Protein Brand:

Influencer Post:

“Super excited to team up with @FitFuel on their new Protein Bar line! ���� I’ve been munching on them for a week, and they’re the perfect post-workout snack. They taste amazing and are packed with 20g of protein to keep me fueled. Use code FITFUEL15 for 15% off your first order! #FuelUpWithFit #HealthySnacks.“

Consumer Comment:

“Just tried these today and I’m honestly not a fan. The texture is weird, and I feel bloated after eating one. I’ve tried other protein bars, but this one didn’t sit well with me at all.”

How Brands Leverage Both Types of Content?

Clever brands leverage both types of content for a better influence on the audience. They do it in the following ways:

Conclusion:

Well, there you have it. There’s a huge gap between social media influencer posts and a regular comsumer comments. The gap is all about credibility, reach, tone, and motivation. Each type of content serves a different purpose and major brands understand it well. So, they use a blended strategy containing both of these types of content and have run a better marketing campaign.

Frequently Asked Questions (FAQs):

How does influencer marketing differ from traditional advertising?

Influencer marketing is focused on building trust and credibility. On the other hand, traditional marketing mainly focuses on spreading the message to a broader audience.

What types of content do social media influencers typically share?

The typical content shared by influencers is in the form of product promotions, tutorials, BTS content, etc.

Do social media influencers have a real impact?

Yes. Influencers have a real impact and can change a brand’s perception.

What are the key differences between how influencers and everyday users create content?

Influencers use a strategic and professional approach, while normal users create content randomly.

Can normal users become influencers over time?

Yes. By creating great content and attracting a large audience, normal users can become influencers as well.