What is Influencer Marketing?
Influencer marketing uses influential leaders to market your product or service to the desired audience. Brands rely on the influencer’s clout to drive a specific message to their audience on behalf of the brand.
Influencer marketing is first and foremost social. Select influencers are mainly derived from their social media presence, so this form of marketing already starts on a shareable platform - making it powerful. Marketing tactics that use influencers are focused on utilizing their social platforms, therefore shareable content that is relatable is created to amplify a brand's message immediately. The key is to blend in your brand message so it blends into the organic Instagram feed, while your product or service stands out.
Credibility is also why influencer marketing is on the rise. Everyday users are readily aware when something is an ad. They don’t mind when the product or service is relevant to them, but they will always recognize when something is not organic. With that said, when an influencer provides a form of advertisement, the consumer may be aware of this through required hashtags or notations such as #sp (sponsored) or #ad (advertisement) – however, their trust in the influencer allows them to trust the message they are sending. While they recognize this is some form of paid partnership, the influencer is still a credible source.
One approach to utilizing influencer marketing is Lord & Taylor’s use of fashion bloggers, helping them sell out a dress within a few short days. Lord & Taylor partnered with 50 Instagram fashionistas to wear and post a picture of the same dress in one day. “The goal was to make her stop in her feed and ask why all her favorite bloggers are wearing this dress and what is Design Lab? Using Instagram as that vehicle is a logical choice, especially when it comes to fashion,” Michael Crotty, Lord & Taylor Chief Marketing Officer, explained.
People may love celebrities, but brands are recognizing the smarter way to advertise is to put a trusted source or expert in front of their audience, rather than just another pretty face.
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