The Impact of Influencer Marketing

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The Impact of Influencer Marketing

Influencer Marketing
Twitter, Instagram, Facebook, Snapchat – the list goes on. Promoting your brand and/or product through the use of social media is a constant and evidently successful form of growth. As a result of its success rate, Forbes has published a survey which revealed ‘84% of marketers plan on executing at least one influencer marketing campaign during the next 12 months.’

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For those of you who are not aware of what influencer marketing is, here is a brief definition.

In·flu·enc·er mar·ket·ing | Noun

A non-promotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct target market touchpoints.
In a nutshell, Influencer Marketing is providing product knowledge or expertise and promotion through the use of an influential person i.e. a public figure. A good example of this would be Kylie Jenner promoting Fashion Nova jeans, not only as a stylish yet affordable product but also one that she herself uses. This gained a staggering 2.2M likes on just one picture which made its point clear – you don’t need to wear designer labels to be fashionable because as you can see, Kylie Jenner is a clear example of that.

A great kind of influencer is the London-based blogging sensation ‘thepatriciabright’ amongst others. She has well over 530k followers on Instagram and appeals to a large target audience with fashion, beauty products and also food locations around London. She often promotes products not only for a sizeable fee but also because she herself uses it and believes in the product. An example of this is her collaboration @sugarbearhair care products which she has generated hype for and also detailed her own positive experience with the product.

Influencer Marketing can be split into two categories: Earned Influencer Marketing and Paid Influencer Marketing. Earned Influencer Marketing comes from preexisting relationships with advocates who are fans of the brand/product and genuinely use it because they enjoy it.

Whereas Paid Influencer Marketing is Public figures being employed by brands to generate hype about their product/brand via social media. The main benefit is association which attracts the public to the brand and the key to this is constantly identifying influencers where both parties have equity to offer. What you’ll gain with the correct influencers is targeted exposure to the right kind of consumer.

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Platforms such as television and radio advertisements are a thing of the past and have slowly become background noise for a generation who are in tuned with the internet and everything it has to offer, i.e. social media. Influencers are present on all primary platforms such as Facebook, Instagram, Twitter and Snapchat and have given birth to the internet famous celebrity who are fast becoming the prime influencers of this time.

As time goes on influencers are understanding their worth and value in social media as if we go back a few years, the thought of paying a teenager to generate talk about your company would’ve been laughable. They use their personal stories and talents combined with your brand and voila, the creation of Influencer Marketing.  

These collaborations with brands and influencers are only the beginning, but what’s next?

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