For the visionary marketer, the rise of the social media influencer creates a world of possibilities. It opens up a new channel for brands to connect with consumers more directly, more organically, and at scale.
Agencies are now looking to influencer marketing as the powerhouse of branding. Specifically in the beauty industry, influencers are the main point of marketing when it comes to launching a new product. They create vlog/blogs, social posts & more and then agencies strategically place pieces of the articles in huge media companies like Allure Magazine, Popsugar, etc.
Advertisers take a post that is well in an influencer campaign and re-purpose the content to distribute it amongst the spots they feel will work best. Influencers are divided out into tiers and prices can vary depending on the influencer.
There are a many reasons why using influencer marketing is the way to go. First of all, it’s extremely powerful. Customers aren’t looking to celebrities and models anymore, they want real word-of-mouth marketing and look to influencers are more of a trust-worthy source. It’s extremely social, and with the rise of social media, brands are spending 70% more of their advertising dollars on social media efforts. Today, people are shopping via social media posts than any other type of advertisements they are seeing. It’s easier to connect with customers this way than by traditional advertising. This is also a way for brands to talk with their customers and not at them. Influencers start all of the new trends. By wearing a new brand or a cool dress, they give the brand more exposure to all of their followers, in a gorgeous format.
The best part is, it’s all trackable. Every website visit, social media like, posted image is all tracked and easily available for advertisers to utilize for their next post. Data is what you need to be able to make your next decision in the marketing / social media world and with knowledge you can know what move you want to make next.
Who remembers when Adidas came back as the hot, new brand that everyone needed to wear? Thank you to their influencer marketing ad campaigns, they are ahead of their competitors based on an Instagram campaign with Selena Gomez, the #1 followed person on Instagram, smart. They worked with Selena on their #MyNeoShoot Instagram campaign, and gained 24.2% increase within a year. Nike, on the other hand, dropped 9% in sales.
Do you think all brands can succeed from influencer marketing? What types of industries might not work well for this?
If you didn’t have much money to spend on influencer marketing, how would you go about doing this as it’s hot in the industry right now?