“These no-budget, low-quality postings – shot with his cell phone camera – have attracted more than 30 million followers on all his platforms – more than either Donald Trump or Hillary Clinton. They’re drawn to his boyish charm and slapstick humor.”

The Influencers

What do you notice about this type of marketing?

This type of marketing is used to evoke trust between a brand and its consumers. Using well known individuals who have a large social media following and a general relationship with their audience allows for companies to get a more personable approach to advertising. This personable approach provides a way for your product to gain interest, grow sales, and potentially produce loyal customers.

What strategies are they employing?

The strategy that is more effective with influencer marketing is establishing credibility and trust. Brands choose individuals who have a good record for promoting products to their audience in order to reach different demographics and expand their reach and brand awareness. Influencers are creating relatable and trendy content in order to advertise these brands that they enjoy, this produces a personable approach to how companies advertise their products. Using videos is the most effective form of influencer marketing, producing an ad that feels personable and authentic is ideal.

What role do these influencers play in marketing?

Influencers are beginning to play the most important role when it comes to social media marketing. Beginning with using celebrities to advertise products, the new influencer trend has allowed for individuals to be more personalized in their content and developing a loyal social following. “What distinguishes influencers from traditional celebrities is that the former share a strong rapport with their fan communities. They harness the accessibility of social media to establish personal connections with and gain the trust of their followers. Influencers are often real-life consumers who have in-depth knowledge about certain subjects. This gives them certain leverage and empowers them to motivate their followers to take desired actions”(GRIN, 2023). This personalization of these products creates a more relatable tie between influencers and their audience allowing for products to be “trendy” and popular amongst multiple different demographics.

How does the use of marketing perspective impact the relationship between the company and consumer?

Authentic and relatable content is what influencer marketing brings to the table. Unlike usual tv ads that usually follow a script with paid actors, influencer advertising develops the sense of trust in the consumer. This is achieved through tapping into the influencers already developed and loyal following. Brands gain credibility, exposure, and reach audiences that otherwise wouldn’t have been able to be reached if it wasn’t for this type of marketing. Influencer marketing also opens the door for feedback and conversations from consumers, both positive and negative can help a company grow and expand their products to meet the needs of the audience.

Resources:

GRIN Contributor. (2023, August 2). Why influencer marketing is important. GRIN. https://grin.co/blog/why-influencer-marketing/#:~:text=Influencers%20have%20the%20power%20to,decisions%20and%20drive%20more%20conversions. 

Whitaker, B. (2016, October 23). The Influencers. CBS News. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/