Influencer marketing is nothing new, the right celebrity seen using a product has been helping to increase sales and brand awareness for years. With the rise of social media, the good old celebrity endorsement you knew so well has paved the way for a new category of influencer.
“A Social Media Influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.” (pixlee.com)
YouTube pranksters, beauty bloggers, gamers, landscape gardeners, and vegan meal planners – no matter what the genre, a select few have attracted a huge following due to their dedication to regular, quality content. The social influencer has perfected the art of the personal brand and curated a highly engaged audience who trust in almost everything they recommend.
We get it, they’re popular. But why are we seeing brands using social media superusers over ‘regular’ celebrities, what’s in it for the brands apart from
product exposure? Highly targeted product exposure. The holy grail of marketing.
How do brands use social influencers?
The most obvious way to leverage their popularity is to partner with a social influencer who will promote your products. A great example of this is when Kylie Jenner teamed up with online retailer, Fashion Nova.
Another popular tactic is to leverage the popularity of a social influencer to build brand awareness as seen in this example with @inspiration_luxury and MVMT watches.
Brands are also using social influencers to front large campaigns, and we’re even starting to see social media ‘stars’ appear in television commercials.
Results obviously vary, and reach is dependent on follower count, but influencers with a smaller following (aka micro-influencers) shouldn’t be discounted as they can prove a great find to promote the more niche product or service.