For years, I’ve been a member of two social influencer review sites: BzzAgent and Influenster. I love BzzAgent – they send full size product to try or vouchers to acquire one, their review and activity asks are not absurd. They are consistent. Influenster, on the other hand is all over the place and requests a ridiculous amount of time to be invested in exchange for participation in their program.
A Weird Mix
I’ve gotten multiple Influenster VoxBoxes that contained a hodge-podge of product that was in no way related. I’ve received I’m flat-out NOT interested in trying or spending time reviewing, like snack items (gross protein bars, dried snap peas trying to be chips). Don’t get me wrong – I did so because those were the terms of the program. But was once an occasional annoyance is now fairly regular.
Unlike BzzAgent, who tells about the campaign so you can opt-in or out, Influenster tends to be a bit more cloak-and-dagger. You take a qualifier survey that may allude to the items or brands, but it is rarely explicit.
The point of a social marketing and social influencer program is to get real people to try things. Those people then share their experiences in multiple mediums:
- In-person conversations
- Reviews on:
- The program site
- The product’s site
- Retailer’s sites
- Social Media (Facebook, Twitter, etc)
- Video (YouTube, Snapchat, Instagram stories)
When they mandate specific mediums, though, they reduce participation. For example – I do not have a Snapchat. I will not open one, period – especially not to do a ridiculous campaign activity. I also do not make YouTube videos…and will not do that just for some ridiculous campaign activity.
“Too much,” will vary from person to person and circle to circle, but Influenster definitely wants you to spam the hell out of everyone via every possible Other Influenster participants I’ve talked to agree that it is getting out of hand and that they feel like Influenster wants them to spam their friends and family. not cool.