{"id":10318,"date":"2021-06-08T12:51:54","date_gmt":"2021-06-08T10:51:54","guid":{"rendered":"https:\/\/relevance.digital\/?p=10318"},"modified":"2021-08-17T09:43:14","modified_gmt":"2021-08-17T07:43:14","slug":"gercek-etki%cc%87leyi%cc%87ci%cc%87ler-ki%cc%87mlerdi%cc%87r","status":"publish","type":"post","link":"https:\/\/relevance.digital\/tr\/who-are-genuinfluencers\/","title":{"rendered":"Genuinfluencer'lar: Kimdirler ve HNW ve UHNW Markan\u0131z \u0130\u00e7in Ne \u0130fade Ediyorlar?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Influencer'lar\u0131n kitlesel pazar sosyal medya d\u00fcnyas\u0131n\u0131 y\u00f6netti\u011fi inkar edilemez. Bir ara\u015ft\u0131rmaya g\u00f6re <a href=\"https:\/\/mediakix.com\/blog\/how-many-influencers-are-there\/\">MediaKix \u00e7al\u0131\u015fmas\u0131<\/a>TikTok, Instagram ve YouTube'daki k\u00fcresel influencer'lar\u0131n tahmini rakamlar\u0131 3,2 milyon ile 37,8 milyon aras\u0131nda de\u011fi\u015fmektedir ve bu geni\u015f aral\u0131kta sahte hesaplar ve di\u011fer tutars\u0131zl\u0131klar da hesaba kat\u0131lmaktad\u0131r. Bununla birlikte, h\u0131zl\u0131 t\u00fcketim mallar\u0131 ve di\u011fer kitlesel pazar t\u00fcketim mallar\u0131 d\u00fcnyas\u0131na ba\u015far\u0131l\u0131 bir \u015fekilde hakim olan influencer'lar, se\u00e7kin kitlelerinin g\u00fcvenini kazanmak i\u00e7in ger\u00e7ekten \u00f6zg\u00fcn el\u00e7ilere ihtiya\u00e7 duyan HNW ve UHNW markalar\u0131 d\u00fcnyas\u0131nda geleneksel olarak daha sorunlu olmu\u015ftur.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u015eimdi, e\u015fi\u011finde <a href=\"https:\/\/www.hitc.com\/en-gb\/2021\/03\/03\/instagram-hiding-likes\/\">Instagram'\u0131n 'be\u011fen'i kayboluyor<\/a>ve markalar\u0131n sosyal vicdanlar\u0131n\u0131 kan\u0131tlama ihtiyac\u0131n\u0131n artmas\u0131yla birlikte, influencer dengesinin \u015f\u00f6hret ve be\u011fenilirlik (nicelik) yerine \u00f6zg\u00fcnl\u00fck ve konumland\u0131rma (nitelik) y\u00f6n\u00fcnde daha da de\u011fi\u015fti\u011fini g\u00f6r\u00fcyoruz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Geleneksel influencer pazarlamas\u0131n\u0131n ini\u015f ve \u00e7\u0131k\u0131\u015flar\u0131<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">2010'lu y\u0131llar influencer'lar\u0131n ve influencer pazarlamas\u0131n\u0131n tart\u0131\u015fmas\u0131z alt\u0131n y\u0131llar\u0131yd\u0131. Instagram, di\u011fer t\u00fcm sosyal medya platformlar\u0131ndan daha fazla olarak, insanlar\u0131n istedikleri ya\u015fam tarz\u0131n\u0131 se\u00e7melerine ve ilgilenebilecek herkese yans\u0131tmalar\u0131na olanak tan\u0131d\u0131 ve b\u00fcy\u00fcleyici ak\u0131\u015flar olu\u015fturanlar h\u0131zla takip\u00e7i ve etki kazand\u0131. \u00c7o\u011fu marka i\u00e7in - kitlesel pazardan UHNW'ye kadar uzanan \u00e7ok farkl\u0131 kitlelere sahip olanlar da dahil olmak \u00fczere - isimlerinin veya \u00fcr\u00fcnlerinin Instagram'\u0131n en sevilen ki\u015filikleri taraf\u0131ndan tan\u0131t\u0131lmas\u0131 f\u0131rsat\u0131 inan\u0131lmazd\u0131.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ancak zaman ge\u00e7tik\u00e7e ve influencer'lar\u0131n say\u0131s\u0131 artt\u0131k\u00e7a baz\u0131 t\u00fcketiciler geleneksel influencer modelinden s\u0131k\u0131lmaya ba\u015flad\u0131. Neden mi? Temel sorunlardan biri, influencer'lar\u0131n pop\u00fclerli\u011fi artt\u0131k\u00e7a, insanlarla ba\u011flant\u0131 kurma amac\u0131yla ba\u015flam\u0131\u015f olabilecek i\u00e7eriklerinin genellikle daha ki\u015fisel olmayan bir hale gelmesidir. Bu durum, baz\u0131 influencer'lar\u0131n art\u0131k insanlar\u0131n kalbini veya dikkatini \u00e7ekmeyen parlak ama olduk\u00e7a homojen i\u00e7erikler yay\u0131nlamas\u0131na yol a\u00e7t\u0131.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6zellikle l\u00fcks markalar i\u00e7in influencer pop\u00fclaritesindeki bu art\u0131\u015f, hedef kitlelerinin takip\u00e7ilerinin \u00e7o\u011funlu\u011funu olu\u015fturaca\u011f\u0131n\u0131n garanti edilmemesi nedeniyle de bir sorun te\u015fkil etmektedir. \u00c7o\u011fu zaman, \u00e7ok say\u0131da insan g\u00fczel g\u00f6r\u00fcnt\u00fcleri izlemek i\u00e7in l\u00fcks influencer'lar\u0131 takip eder, ancak bir\u00e7o\u011fu asla tan\u0131tt\u0131klar\u0131 \u015feyleri sat\u0131n alma imkan\u0131na sahip de\u011fildir. Bu durum marka fark\u0131ndal\u0131\u011f\u0131 yaratman\u0131n iyi bir yolu olsa da, influencer kampanyalar\u0131ndan \u00e7ok az fark edilir bir yat\u0131r\u0131m getirisi elde edildi\u011fi anlam\u0131na gelebilir. Elbette bu durum her zaman ge\u00e7erli de\u011fildir - takip\u00e7i taban\u0131 kendi kitlesiyle iyi e\u015fle\u015fen influencer'larla \u00e7al\u0131\u015fmaya \u00f6zen g\u00f6steren markalar yine de ba\u015far\u0131l\u0131 kampanya sonu\u00e7lar\u0131yla \u00f6d\u00fcllendirilecektir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir ba\u015fka neden de toplum olarak siyasi ve sosyal konulara ve g\u00fcvenilir bilgiye daha fazla odaklanmaya ba\u015flamam\u0131z. Bu de\u011fi\u015fim COVID-19 salg\u0131n\u0131ndan \u00f6nce de devam ediyordu, ancak pandemi bunu kesinlikle h\u0131zland\u0131rd\u0131; d\u00fcnya karantina alt\u0131ndayken temass\u0131z \u00e7ekimler yay\u0131nlayan influencer'lar, sa\u011fl\u0131k krizinden \u00f6nce \u00e7ekilmi\u015f foto\u011fraflar olsalar bile, baz\u0131 insanlar\u0131n pandemiyi nas\u0131l deneyimledi\u011fi konusunda bilgisiz gibi g\u00f6r\u00fcnd\u00fc. Ba\u015far\u0131l\u0131 influencer'lar, i\u00e7eriklerini takip\u00e7ilerinin g\u00fcncel ihtiya\u00e7lar\u0131na ve ruh hallerine g\u00f6re de\u011fi\u015ftirenler oldu; cilt bak\u0131m\u0131 rutinleri ve evde giyilebilecek moda videolar\u0131, y\u00fcksek moda g\u00f6r\u00fcnt\u00fclerden ve g\u00f6z al\u0131c\u0131 destinasyonlardaki #TBT'lerden \u00e7ok daha iyi yank\u0131 uyand\u0131rd\u0131.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Genuinfluencer nedir?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Genuinfluencer'lara girin. Trend tahmin \u015firketi taraf\u0131ndan <a href=\"https:\/\/www.wgsn.com\/insight\/p\/article\/89834?lang=en&amp;_fsi=vtUEdEdW\">WGSN<\/a> Ge\u00e7en y\u0131l Aral\u0131k ay\u0131nda ortaya \u00e7\u0131kan bu terim, \u00fcr\u00fcn satmak ve marka tan\u0131t\u0131m\u0131 yapmaktan ziyade do\u011fru bilgileri yaymak ve tavsiyelerde bulunmakla ilgilenen influencer'lar\u0131 ifade ediyor. WGSN'in 2021 ve sonras\u0131 i\u00e7in belirledi\u011fi be\u015f ana trendden biri olan genuinfluencer'lar genellikle kendi uzmanl\u0131klar\u0131na dayanarak sosyal medyada kendilerine bir yer edinir ve de\u011ferli bilgi ve g\u00f6r\u00fc\u015flerini kendilerine g\u00fcvenen kitleleriyle payla\u015f\u0131rlar. Bununla birlikte, bir kurulu\u015fla ortakl\u0131k kurmaya ve g\u00fc\u00e7lerini iyilik yapmak i\u00e7in kullanmaya karar veren son derece pop\u00fcler etkileyiciler de olabilirler - \u00f6rne\u011fin, TikTok sansasyonu Charli D'Amelio'nun <a href=\"https:\/\/www.tiktok.com\/foryou?referer_url=https%3A%2F%2Fwww.prweek.com%2F&amp;referer_video_id=6807971434959310085&amp;is_copy_url=1&amp;is_from_webapp=v3&amp;item_id=6807971434959310085#\/@charlidamelio\/video\/6807971434959310085\">#DistanceDance<\/a> sosyal mesafeyi te\u015fvik etmek i\u00e7in ya da ITV'nin <a href=\"https:\/\/www.insider.com\/love-island-stars-paid-to-advertise-uk-test-and-trace-2020-9\">A\u015fk Adas\u0131 y\u0131ld\u0131zlar\u0131<\/a> \u0130ngiltere'nin NHS Test ve \u0130zleme program\u0131n\u0131 tan\u0131tmak.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Y\u00fcksek de\u011ferli \u00fcr\u00fcn ve hizmetleri pazarlamak i\u00e7in neden genuinfluencer'lar\u0131 kullanmal\u0131s\u0131n\u0131z?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A\u015f\u0131r\u0131 parlak, g\u00f6steri\u015fli ve promosyonel olmak yerine izleyicileri i\u00e7in eyleme ge\u00e7irilebilir bilgiler sa\u011flayan bu t\u00fcr ger\u00e7ekten \u00f6zg\u00fcn i\u00e7erikler, g\u00fcn\u00fcm\u00fcz kitlelerinin tam olarak arzulad\u0131\u011f\u0131 \u015feydir. Genuinfluencer'lar\u0131n devlet kurumlar\u0131 ya da belirli kurulu\u015flar i\u00e7in i\u015fe yarad\u0131\u011f\u0131n\u0131 ancak l\u00fcks ba\u011flam\u0131nda daha az anlaml\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor olabilirsiniz - belki de markalar\u0131n ba\u015far\u0131l\u0131 olmak i\u00e7in etik de\u011ferlerini tan\u0131tmalar\u0131na gerek olmad\u0131\u011f\u0131na inan\u0131yorsunuzdur. Ancak g\u00fcn\u00fcm\u00fcz ko\u015fullar\u0131nda bu do\u011fru de\u011fil.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2021'de y\u00fcksek de\u011ferli markalar, sat\u0131n alma yolculu\u011funun \u00f6nemli bir par\u00e7as\u0131 olarak sosyal kabul edilebilirliklerini kan\u0131tlamal\u0131d\u0131r. \u00d6rne\u011fin, bir\u00e7ok UHNWI harcamalar\u0131n\u0131n ve davran\u0131\u015flar\u0131n\u0131n \u00e7evre \u00fczerinde etkisi oldu\u011funun ve erken benimseyenler olarak kararlar\u0131yla kitlesel davran\u0131\u015flar\u0131 de\u011fi\u015ftirme g\u00fcc\u00fcne sahip olduklar\u0131n\u0131n fark\u0131ndad\u0131r. Bu nedenle, aktif olarak \u00e7evre dostu politikalara \u00f6nc\u00fcl\u00fck eden markalardan sat\u0131n almaya \u00e7al\u0131\u015fmaktad\u0131rlar. A <a href=\"https:\/\/luxe.digital\/business\/digital-luxury-trends\/millennials-buy-sustainable-luxury\/\">Luxe Digital raporu<\/a> Y ku\u015fa\u011f\u0131 ve Z ku\u015fa\u011f\u0131 t\u00fcketicilerinin k\u00fcresel l\u00fcks sat\u0131\u015f b\u00fcy\u00fcmesinin 85%'sini sa\u011flad\u0131\u011f\u0131n\u0131 belirtirken, Nielsen taraf\u0131ndan yap\u0131lan bir ara\u015ft\u0131rma, Y ku\u015fa\u011f\u0131 kat\u0131l\u0131mc\u0131lar\u0131n\u0131n 73%'sinin s\u00fcrd\u00fcr\u00fclebilir veya sosyal bilince sahip bir markadan gelen bir \u00fcr\u00fcn i\u00e7in daha fazla harcama yapmaya istekli oldu\u011funu ortaya koymu\u015ftur. \u00d6te yandan, s\u00fcrd\u00fcr\u00fclebilirliklerini g\u00f6stermeyen i\u015fletmelerin geride kalmas\u0131 muhtemeldir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Etik de\u011ferleri te\u015fvik etmek ba\u015far\u0131n\u0131z i\u00e7in gerekli bir bile\u015fendir. Markan\u0131z\u0131n kendi sosyal de\u011ferleri hakk\u0131nda konu\u015fmas\u0131 gerekse de, genuinfluencer'lar bu mesaj\u0131n \u00e7ok daha \u00f6zg\u00fcn ve tarafs\u0131z bir \u015fekilde iletilmesine yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>HNW ve UHNW markan\u0131z i\u00e7in genuinfluencer'larla \u00e7al\u0131\u015fmak: Uzmanlar\u0131m\u0131zdan tavsiyeler<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1. Markan\u0131z\u0131 ve kurumsal sosyal sorumluluk perspektifinden \u00fcstesinden gelmeniz gereken ileti\u015fim sorunlar\u0131n\u0131 g\u00f6zden ge\u00e7irin. \u00d6rne\u011fin, bir \u00f6zel yat kiralama markas\u0131n\u0131n geri d\u00f6n\u00fc\u015f\u00fcm malzemelerine olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 g\u00f6stermesi gerekebilir; l\u00fcks bir otomobil markas\u0131n\u0131n emisyonlar\u0131n ve hurdalar\u0131n ortadan kald\u0131r\u0131lmas\u0131na olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 g\u00f6stermesi gerekebilir; bir jet kiralama \u015firketinin karbon ayak izinin iki kat dengelenmesine olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 g\u00f6stermesi gerekebilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Genuinfluencer se\u00e7iminiz do\u011fal olarak ileti\u015fim sorunlar\u0131n\u0131z\u0131n g\u00f6zden ge\u00e7irilmesinden kaynaklanacakt\u0131r. 'Bunu \u015fimdi sat\u0131n al\u0131n' mesajlar\u0131 de\u011fil, sosyal kabul edilebilirlik ve sorumluluk gibi daha derin konular.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Halihaz\u0131rda var olan farkl\u0131 tarzlardaki genuinfluencer kampanyalar\u0131n\u0131 anlamak i\u00e7in ara\u015ft\u0131rma yapmaya ve i\u00e7erik t\u00fcketmeye zaman ay\u0131r\u0131n. \u00d6rne\u011fin, hayvan refah\u0131n\u0131 kalbine yak\u0131n tutan markalar Instagrammer'a g\u00f6z atabilir <a href=\"https:\/\/www.instagram.com\/chelseakauai\/\">Chelsea Kauai<\/a>'in beslemesinde, \u00e7ok say\u0131da \u00f6zg\u00fcn, sponsorsuz i\u00e7erik yay\u0131nlaman\u0131n yan\u0131 s\u0131ra, l\u00fcks seyahat tesisleri de dahil olmak \u00fczere s\u00fcrd\u00fcr\u00fclebilir i\u015fletmelerle \u00e7al\u0131\u015f\u0131yor, <a href=\"https:\/\/www.instagram.com\/p\/CNeReDiBlHx\/\">son zamanlarda be\u015f y\u0131ld\u0131zl\u0131 Royal Malewane ile \u00e7al\u0131\u015f\u0131yor<\/a> &amp; Spa lodge'a etik safari deneyimleri hakk\u0131nda g\u00f6r\u00fc\u015flerini sunmak \u00fczere ziyarette bulundu.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hedef kitleniz ve onlar\u0131n tercih etti\u011fi platformlar ve i\u00e7erik tarzlar\u0131 hakk\u0131ndaki bilgilerinize dayanarak markan\u0131z i\u00e7in ne t\u00fcr bir kampanyan\u0131n iyi sonu\u00e7 verebilece\u011fini d\u00fc\u015f\u00fcn\u00fcn. Kampanyan\u0131z i\u00e7in iyi \u00e7al\u0131\u015fabilece\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz bir genuinfluencer buldu\u011funuzda, markan\u0131z\u0131n hedef kitlesiyle e\u015fle\u015fti\u011finden emin olmak i\u00e7in takip\u00e7i taban\u0131n\u0131 de\u011ferlendirmeye b\u00fcy\u00fck \u00f6zen g\u00f6sterin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Unutmay\u0131n, genuinfluencer'lar\u0131n de\u011feri, geleneksel influencer'lardan bile daha fazla, benzersiz hikaye anlatma y\u00f6ntemlerinden ve d\u00fcr\u00fcst g\u00f6r\u00fc\u015flerinden gelir, bu nedenle i\u00e7eri\u011fin nas\u0131l g\u00f6r\u00fcnd\u00fc\u011f\u00fc ve kula\u011fa nas\u0131l geldi\u011fi konusunda muhtemelen \u00f6nc\u00fcl\u00fck edeceklerdir. Bu, bu pazarlama tarz\u0131na a\u015fina olmayanlar i\u00e7in garip g\u00f6r\u00fcnebilir, ancak genuinfluencer'lar kitlelerinin ne istedi\u011fini bilir, bu da onlara g\u00fcvenmenin muhtemelen \u00e7ok daha y\u00fcksek etkile\u015fim ve daha iyi sonu\u00e7lar \u00fcretece\u011fi anlam\u0131na gelir.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir genuinfluencer kampanyas\u0131 olu\u015fturmak i\u00e7in yard\u0131m isterseniz, bizimle ileti\u015fime ge\u00e7mekten \u00e7ekinmeyin <a href=\"https:\/\/relevance.digital\/tr\/iletisim\/\">Relevance'\u0131n uzman ekibiyle ileti\u015fime ge\u00e7in<\/a>. Markan\u0131z\u0131n sosyal kabul edilebilirli\u011fini g\u00fcvence alt\u0131na almaya ve ilerletmeye yard\u0131mc\u0131 olarak size yeni sad\u0131k takip\u00e7iler ve potansiyel m\u00fc\u015fteriler kazand\u0131raca\u011f\u0131z.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Influencer'lar\u0131n kitlesel pazar sosyal medya d\u00fcnyas\u0131n\u0131 y\u00f6nettikleri inkar edilemez. MediaKix taraf\u0131ndan yap\u0131lan bir ara\u015ft\u0131rmaya g\u00f6re, TikTok, Instagram ve YouTube'daki k\u00fcresel influencer'lar\u0131n tahmini rakamlar\u0131...<\/p>","protected":false},"author":38,"featured_media":10319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-10318","post","type-post","status-publish","format-standard","has-post-thumbnail","category-luxury-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Are Genuinfluencers | Advice For HNW &amp; UHNW Brands | Relevance<\/title>\n<meta name=\"description\" content=\"Genuinfluencers focus on sharing facts and honest advice, rather than glossy promotional content. 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