Rise of the Mobile Influencer

Since you’re reading this site, you are aware of (or are at least curious about) running an entire business off of a smartphone. You have probably set some rules for yourself on how to make your own experiment work. Considering it is currently possible to code on a phone if you’re a self-identified creator, chances are this is all old hat to you as you take photographs of your lunch with a barfing rainbow filter. Today’s guest post comes from Joe Sinkwitz, CEO of Intellifluence, on how the worlds of influence and smartphone usage as primary devices have already collided, with the result being the mobile influencer reigning supreme.

The Intersect

Perhaps the easiest way to describe how the mobile influencer came to be the most powerful advertising force is to look at the intersection of growth among the demographics of smartphone users and specific social network uses.

Leading social networks
Leading social networks

Keep in mind that Snapchat, WhatsApp, Vine, and Instagram are effectively “mobile only”, not mobile first, which is what Facebook, Facebook Messenger, and Twitter have become. Not only is mobile set as a default to being more important, in some networks it is the only way to play, a chiefly important distinction considering that largest and fastest growing networks have moved in that direction.

Evolution of Influence

Discussed in significantly more detail here, the concept of influence is a very old one; effectively all advertising is influence. It is designed to play on different psychological triggers with the purpose of getting you take a certain action (purchasing a product being the primary use). Starting out as word of mouth, and moving through all forms of mediums, from print to radio to television to online forms of adverting to where we are now, which is an interesting crossroads since word of mouth has essentially begat digital word of typing fingers and snapped videos/photos.

Why Influence

The question becomes: why is influencer marketing now such a hot topic? There are a multitude reasons, but the simplified explanation is as follows:

      Ad blocking wars continue to heat up, of which influencers are currently immune to, providing a destination for ad dollars.
      The quality of customers acquired from influencer marketing is skewing better than traditional acquisition channels.

Quality of influencer graph
Quality of influencer graph

Smart brands recognize not only that authentic advertising can exist, but it can convert better, which helps to explain this trend:

Social media spending graph
Social media spending graph

Social media spend is poised to double over the next few years, which helps to explain why brands are flocking to it, and thus giving more power to influencers.

How much power? Check out this 60 minutes segment on influencer marketing – a lot of power.

So…Mobile Influencers, huh?

Yes. Mobile influencers. From the 60 Minutes piece and the trends referenced above, we can see that the majority of ad spend over social is skewing towards those that are created primarily using their phones. Ad hoc videos for Vine and YouTube at $200,000 a piece; Kim Kardashian’s Instagram of her life worth millions… The money is beginning to flow more towards these platforms than sponsored review blog posts, as the latter were more dominate 5 short years ago (though sponsored reviews are certainly not dying, and can also be created entirely using a smartphone). Should the trends continue we will likely see a future by 2019 where 80%+ of all influencer ad activity is created via smartphones, which will become and easier decision as phone choices continue to improve.

Learn Python On A Smartphone

You can learn to code Python on an iPhone or Android relatively easily. There are lots of classes and tutorials on where to start, but all you really need is a Smartphone and a good search engine to get started. I like to tell people that there is no singular more important/useful thing that you can learn other than to speak and read/write. You’ll never look back on your life and say, “Boy, I wish I hadn’t learned this incredibly useful skill.” It may seem crazy that you can learn Python on an iPhone, but it’s actually really simple, and anyone can do it.

  • Start with the right peripherals. Specifically invest in an Apple TV or Chromecast and a Bluetooth keyboard. You’re going to thank me later when your thumbs aren’t falling off.
  • Next, download something like Python 2.7 for iOS ($1.99). It’s not quite as full featured as the full blown thing, but it’s a great place to get your feet wet as you’re learning, and doesn’t require Internet access, which is great when you’re on an airplane our out in nature and still want to be learning/practicing.
  • If you want an eBook that you can read on the road without lugging a heavy book along with you you can try Introduction to Python Programming ($9.99 on Kindle). There is a free Kindle app for the iPhone too, which is even better.
  • Once you feel a little more comfortable programming you can shift to getting yourself a FREE Amazon EC2 instance. Yes, Amazon has a free tier to get you started. They want you to like and use their products and what better way to entice you than to give it to you for free, right? You’ll want an Ubuntu install for this, because it works really well with Python.
  • Next you’ll download and install the Coda App ($24.99) or an equivalent SSH client. This will allow you to connect to your EC2 computer in the cloud. Just copy the private key and use that with the username provided, which will be “ubuntu” and you should be off to the races. I recommend you also run the command “screen” upon login so that if you get disconnected you can just type “screen -r” and recover the session without losing anything. This is a key bullet because it will allow you to build a website too if you want.
  • Then you can use your favorite terminal editor. I prefer vi, which has a steep learning curve but is very lightweight and powerful. Here’s a great tutorial on vi. If that’s too complicated pico is a nice option.

If you’ve ever wanted to pick up a new skill, this is a very inexpensive way to do it. I always recommend starting with something simple that you need to be done repetitively. A simple program that alerts you when something happens, or something that allows you to write something down in a format that’s easy to retrieve are both good examples of things you might need to be done on a regular basis. Start simple and start with something you need and it’ll be a lot more practical.

This is one of the many ways in which smartphones are helping to democratize business. Even someone with just a smartphone can start a business, learn to program, or generally produce great content. I hope this has been helpful! Good luck!