“In a world where information is spreading at the speed of light and trust has become a new currency, inflensers have taken a place not just media figures, but of true reputation architects. This is a new and extremely important profession for anyone who works with image, communications and trust.”, – WRITE: www.pravda.com.ua
Reputation in the influenzers era Today, reputation is not just the story you talk about yourself. This is the story that others tell you. That is why the leaders of thoughts – bloggers, artists, experts, activists – become intermediaries between the brand and society, between the country and the global audience. Companies and institutions are increasingly included in influentors in their reputational and communication strategies. One pages is able to change the perception of the state, create an international wave of solidarity, or, conversely, cause a scandal. It is a powerful tool that requires professionalism, responsibility and strategy.
Ukrainian Experience: Inflensers as a Nation’s Face Since the beginning of a full -scale invasion of Russia, Ukrainian inflensers have become part of national resistance. Their pages are not about cosmetics and travel, but about shelling, evacuation, the realities of the front. Bloggers, artists, military and volunteers, such as @libkos, @verbaaaa, @ptuxerman, Kateryna Osadcha, Olena Kravets and dozens of others – turned into live media. It was because of them that the world saw that Ukrainians were not sacrifices, but fighters. That Ukraine is not only a field of battle, but a country of dignity, freedom and values.
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State initiatives such as United24 attracted international stars – Lieva Schreiber, Barbara Streisand, Imagine Dragons – not only for fundraising, but also for the formation of the image of Ukraine.
The Monaco Battalion UE project is a unique case that has identified dishonest businessmen and officials who fled from the country. He formed the image of Ukraine as a state that fights corruption and oligarchy.
Inflisers have also become a reputational shield within the country: during the Covid-19 explained the importance of vaccination, today-support reforms, actions “Action”, digitalization, stability of the country.
World experience: when pages are more important than preselizes In the world, inflights have long been working not only on business, but also for the reputation of institutions, states and global initiatives.
Barack Obama in 2008 attracted YouTube bloggers to his election campaign to “speak the language of young people”-and it worked. Donald Trump actively cooperated with the right influentors: Ben Shapiro, Kendes Owens, Stephen Krauder – formed narratives that covered millions of audiences.
Greta Tunberg has formed a global eco -reference through Instagram and Twitter, becoming a symbol of environmental resistance.
China through Tiktok and Lifestyle bloggers gently broadcasts its cultural and economic image at the level of everyday values.
The modern influent is a diplomat of modern times. Instead of a suit – pages, rils, video, meme and live, recognizable voice.
Inflensers as a anti -crisis management tool Today, large brands include influenzers in anti -crisis communications. When a reputational threat arises, cooperation with authoritative thought leaders helps to regain trust. For example, after a boycott, H&M in China, because of forced labor statements, quickly concluded contracts with local microinflueners – to restore the balance.
Challenges: manipulations, fakes and sections Inflensers are not only benefit but also risks:
- the sale of thoughts – many posts are paid without marking as advertising;
- Lack of fact -making – one fake pages can destroy the reputation;
- Cancel Culture for old statements, as in the case of Joe Rogan and Spotify.
That is why the new currency of the influor is responsible. And the main capital is the ability to remain authentic.
What does this mean to Ukraine? In the conditions of war, reforms and needs to constantly “explain themselves to the world” Ukraine should systematically work with influentors. Not only because of situational collaborations, but through the development of sustainable, ethical marketing influenus:
- to teach influentors to strategic communications;
- involve in state campaigns;
- support those who work for an international audience.
Infleences are not just digital celebrities. They are architects of reputation in a new reality. Every personal account depends on the perception of the country, brand, ideas today. Ukraine has already shown that it is able to work with this tool. Now it is important not to lose the pace.
Inflensers from abroad: Diaspora’s reputation resource Particularly noteworthy is the Ukrainian diaspora and inflice among those who have left abroad. After 2022, millions of Ukrainians found themselves in Europe, North America, Australia. Many of them are bloggers, journalists, experts. They can become bridges between Ukraine and the societies in which they live.
Their voices sound in local languages, they are integrated into local media flows – so they can explain Ukraine better than official messages.
There are already examples: Ukrainian bloggers in Poland, Germany, Canada regularly comment on the situation in Ukraine. Some cooperate with the UN, universities, funds – but it is, rather, exceptions.
That is why Ukraine has:
- to create a network of Ukrainian influentors abroad – with training and support;
- to develop guides and temperax to cover key topics – from culture to war;
- to involve embassies in this work – everyone should have an influena strategy;
- build institutional support through the Foreign Ministry and profile ministries.
This does not require billions-only the understanding that the country’s reputation is formed not only in offices, but also on Instagram-page from Wroclaw, Toronto or Cologne. A systematic approach to this resource will give Ukraine an army of invisible but influential warriors.
Instead of a conclusion Today it is impossible to talk about reputation without the participation of influentors. They form trust, trigger global trends, turn abstract meanings into living images. Ukraine has already shown that it is able to work with it. Now the main thing is to move from chaotic efforts to strategic actions.
To make influentors by allies, partners, voices of the nation. And to build a country’s reputation not only on fronts, but also in news ribbons, comments, likes and pages. It is there that today is the battle for perception.
Elena Zubareva, Expert in the field of reputation, communications and sustainable development, certified by the Cambridge University, founder of the Reputation Capital Management Center, Director for Strategic Communications of Terin Corporation
A column is a material that from Inspends the author’s point of view solely. The text of the column does not claim the objectivity and comprehensive coverage of the topic that rises in it. The editorial board of “Ukrainian Truth” is not responsible for the accuracy and interpretation of the information provided and plays only the role of the carrier. The point of view of the UP editorial board may not coincide with the point of view of the author of the column.