I recently had the opportunity to catch up with Hassan Soukar, one of the well-known automotive and tech influncers in the GCC region, who co-authored some ground-breaking reviews on many products; thus, helped heaps of brands jump-start sales and increase their brand awareness and reach.
What’s your definition of an ‘influencer’?
it’s clear that an influencer comes in many shapes and forms, but the most important two factors that define influence are an engaged audience, and a level of advocacy which is driven by conviction. I think a lot of people tend to use the words influence and followers interchangeably, but you don’t need a particular large audience to have influence, you need conviction and trust. I know that when I recommend a cellphone, a watch, a perfume, or a car to one of my friends or family members, they will consider buying it, because they trust my recommendations.
What do you usually do when you get paid to share an opinion about a car of anything else?
If I get paid to share my opinion about a specific car model or any other product on Instagram to 200k followers, I may have an audience to spread awareness to, but the #ad created is not a form of earned media, and as such is not as powerful as my organic recommendation.