Most people tend to associate influencers with social media. However, influencers have been around much longer than most people might think and can be traced back to the Middle Ages with kings, popes, knights, counts and artists.
In recent years, influencers have become increasingly popular on social media platforms such as Instagram, YouTube, Facebook, Snap, Pinterest and TikTok. This has led to the emergence of 4 different types of influencers: nano, micro, macro and celebrity influencers.
Image courtesy of Tribe
Both large and small brands are increasingly opening up the influencer space. Because of this, it is not surprising that the market is likely to be worth more than $ 15 billion Here's a fresh look at some creative ways brands are using influencers, plus key stats and bookmarking tips.
The beauty of the internet is that it is now easier than ever to discover new products and services. Brands are aware of this, and they are also aware that influencers are one of the most important ways people discover new products and services, far more than by traditional means.
Recently statistics show that "71% of consumers prefer to discover brands themselves through channels such as friends' recommendations, in-store browsing, or online searches rather than traditional forms of push advertising, with endorsements being a valuable tool for discovery promote."
Today one of the fastest ways to raise awareness about a new product is to have many influencers talking about it at the same time. Take the Ivy Park X Adidas launch this January. Before the sportswear launch, a number of influencers and celebrities received boxes of the brands' clothing and posted them on social media to boost public relations. The result was that line sold out within an hour of its release, showing the effects of such efforts.
Destroying stereotypes through sensitivity
Many notable artists such as Marvin Gaye, Aretha Franklin, and Alice Cooper, at one point, called Detriot At home. Despite Detroit's celebrity status in pop culture as a place where new trends emerge, there have been problems shaking its Bronx-like image, and 2018 was dubbed the worst city in America to live in.
To debunk the Detroit stereotype Bedrock real estate launched an influencer campaign via film to show the positive aspects of the city and to make residents feel like they are from Detroit. The Video earned over 150,000 views and was endorsed by local influencers like Big Sean who narrated the video, which shows his sensitive side of Shinola and Detroit Bikes.
Take advantage of the "new normal"
The COVID-19 pandemic has changed the way we work. Ultimately, working from home has become the new normal. Canadian clothing brand Henri Vézina launched an advertising campaign showing male models in half suits to take advantage of our new work from home (WFH).
Image courtesy of Henri Vézina
No influencers were used directly during the campaign. However, it managed to generate a lot of chatter on social media by incorporating our new unsubstantiated reality that many of us work from home and use Zoom for meetings at work. The creative advertising campaign arose in 100s from influencers who organically share the campaign.
Image curation and branding
A brand is only as strong as the public's willingness to buy, and the public is more likely to support a brand financially if it reacts positively to its branding and public image. For this reason, brands invest heavily in building a specific image and perception in public.
Take Victoria & # 39; s Secret, for example, which was once the top lingerie brand in the world and has since lost significant market share on allegations of body embarrassment, transphobia, and lack of diversity. When FentyXSavage, a newer line of lingerie, came out with the intention of taking over Victoria's Secret, they made sure to brand themselves as the "Antithesis of Victoria's Secret" and it did so in part with influencers- Marketing. you collaborated with Plus-size, transgender and color influencers therefore define themselves as independent and inclusive.
Increase the "hidden" public demand
The power of influencers to drive public demand for certain goods and services is difficult to exaggerate, as has been proven multiple times in the past. Take Beauty Blender; soft sponges that are used to apply makeup. They were first created in 2009, but it wasn't until the mid-2010s that beauty influencers started promoting them in makeup tutorials and review videos.
The then-unknown beauty tool was seen as a necessary element in everyone's makeup set and it exploded in popularity. After a items WhoWhatWear sells 17 beauty blenders per minute. This means that the power of influencer marketing can spark public interest in new products that they otherwise knew nothing about.
Campaign tips and tools
If you are thinking of running a micro influencer campaign, here are some useful tools you might want to consider:
- Influencer Discovery Platforms: There are a variety of influencer platforms that you can use such as Upfluence, Influence, tribe, AspireIQ, and Post for rent.
- Analyze your connections: You can use the Chrome extension Discover.ly to analyze your email, LinkedIn and Facebook connections and determine if you or your friends already have relationships with influencers.
- Checking influencer profiles: There are a number of tools you can use to analyze an influencer profile including engagement rate, follower authenticity, etc. These tools include Upfluence, Clear, Hypeauditor, and Analisa. Infactica can also be used to analyze blocked TikTok user accounts.
- Web scraping: Octoparse can be used to extract both tweets and Instagram posts, and include other tools with similar functionality Parsehub and Scraping hub.
The impact of influencer marketing not only on buying decisions but also on popular culture cannot be overstated. This is reflected in the increased budgets for influencer marketing in recent years. Here are some Key statistics you must know:
- Influencers are well on their way to replacing celebrities as goalkeepers of consumer confidence as 6 out of 10 teenagers trust influencers over celebrities.
- Influencer marketing campaigns generate a 650% return on every dollar spent
- The influencer marketing industry is projected to reach $ 10 billion by 2020
The Google search for "Influencer Marketing" has grown many times over 1500% and it is clear that influencer marketing will stay here. Influencer marketing has been able to wrest a significant chunk of the business and power away from traditional marketing because it does something the latter couldn't. make real connections.
For most people, their favorite influencer isn't necessarily a celebrity they idolize, but a civilian who is related to them and creates content that is relevant to them. In essence, influencers act as trusted friends of their followers, which means they are more likely to buy what the influencer recommends.
This, in turn, has been reflected in influencer marketing, which offers those who use it a higher return on investment as well as relevant product and service recommendations for consumers who benefit from it.
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