Recently, two of the largest television networks – ABS-CBN and GMA Network Inc. posted a double digit drop in their net income for the first half of 2018. The last report submitted by the giant networks to PSE (Philippine Stocks Exchange) saw a 41% and 21% drop respectively from their income compared to the same period of last year.
This was a very strong evidence of how social media continues to outstrip TV as an alternative entertainment and news source. Particularly more Filipinos are turning to social media to know the latest updates. As a matter of fact newsworthy videos go viral on Facebook first before you even see them on TV!
In this digital age, mainstream media is no more the only source of information. Familiar names have been dominating social media for the past couple of years and have become really effective in disseminating information to the public.
By the way I am not here to argue with you who propagates ‘fake news’ or not. I am here as a social media strategist to explain how a person can become a powerful influencer.
Social Media Influencer
One of the most prominent names in social media today is Mocha Uson. Esther Margaux “Mocha” Justiniano Uson was formerly a singer/dancer to blogger and now a public official. Mocha Uson is currently an Assistant Secretary of PCOO (Presidential Communications Operations Office). She continues to make ‘noise’ ever since she started to support President Rodrigo Duterte in his 2016 campaign for the presidential elections.
Mocha’s followers continues to grow to a massive 5.7M as of writing. She has been a consistent and vocal supporter of President Duterte and has always been in the news relating to national interest. She was in the headlines and highly criticized during the Maute Group-related escalation of conflict in Marawi when she took a selfie inside a mosque with her boots on. Recently she stirred outrage over the ‘Pepedederalismo’ jingle with co-host Drew Olivar. She was also ‘in hot water’ when she posted a photo of Honduras soldiers in an FB post saying its ‘symbolism’.
Despite what others call her as ‘fake news’, her supporters grow by the minute, she has obviously maintained loyal supporters and she undoubtedly has strong influence on them.
The question now is – How did Mocha Uson achieve this high level of popularity and build strong relationship with her followers?
As a social media manager and an expert in influencer marketing, I will explain this in 5 reasons:
Despite Mocha’s popularity and huge followings, she remains relatable. She is still perceived as normal and down-to-earth person. As her tagline says “Boses ng Ordinaryong Pilipino”, she brings with it a promise to be the voice of the people which gives her so much power and authority.
Many celebrities have the same number (or even more) followings as Mocha’s however the question lies in the true power they hold in their hands. This is what makes Mocha a strong influencer because inspite of being tagged as ‘fake news’, she maintains loyal supporters. The degree of influence she possesses gave her a certain degree of perceived power.
Eventhough Mocha was highly criticized on some of her social media posts, these are actually the contents that trigger engagement. Whether the noise she makes are done on purpose or not, bad publicity or good, this becomes her leverage.
This results to likes, shares and even more followers. It then provides her audience social proof. ‘The notion that others value the opinion of an influencer, and adhere to their judgments, assures viewers that doing so is okay. If the majority is doing something, they must be right.’
Having a Trustworthy Reputation.
She’s perceived as a normal Filipino fighting for her voice to be heard against big corrupt politician and elites. Someone who is fed up of being poor and neglected, Mocha has built a trustworthy. Mocha achieved a certain level of heroness in her which in turn make her followers trust her.
This is called social identity. It is the portion of an individual’s self-concept derived from perceived membership in a relevant social group or person. When people can identify with you, they begin to trust you. This is one of the most powerful characteristic of an influencer.
This is one of the toughest characteristic to have yet Mocha’s number 1 advantage – having thick skin. Not only do Mocha’s supporters are growing, her bashers and haters were also doubling by the number.
Numerous times Mocha was called ‘bobo’, ‘tanga’, bold star, and other ugly names yet she remained focused on her ideals. Imagine the stress all the hateful words being thrown at her, anyone could have easily given up. Strong influencers maintain their focus despite bashers and haters left and right.
According to pewresearch.org 69% of adults are social media users and 86% of those are millenial (teenagers, twenty- and thirty-somethings). In social media marketing targeting this demographic is important. While this is a difficult task, it is possible.
Mocha Uson Blog has amassed a great number of followings in this age group. Millenials are known to be open-minded, confident, self-expressive, liberal, upbeat and receptive to new ideas. Being able to penetrate this crowd is truly a manifestation of success of an influencer.
These top 5 reasons are why Mocha Uson is one of the most powerful social media influencer today. Whether you are a hater or supporter you give her that certain level of power. With that said, now you know why Mocha is President Duterte’s top-notch supporter? 🙂
If you have questions or want to collaborate please be sure to contact Gracie.