Marketing in 2018
Influencer marketing is on the rise. In 2016, Eighty-one billion dollars passed from manufacturers to end users via this business model. It is ironic that this comes at a time when so many well-known personalities are so distrusted. However, this marketing does not take place in the traditional media. It takes place through social media platforms.
Years ago, this type of 'endorsement' would have been labeled public relations. The market segmented drastically with the popularity in social media.
In 2017, one survey found that Instagram was the top platform for most influencers. Instagram has been especially important for millenial peer-to-peer communication.
The post below was on Facebook promoting Nerium's Eye-V Hydrogel Patches.
The same company used an expert in the field of makeup on Instagram, while still promoting the Hydrogel patches.
*Influencer marketing derives its value from 3 sources:
Social reach: Influencers are able to reach millions of consumers through their social channels and blogs.
Original content: Influencers produce original, and oftentimes effective, marketing content for the brand.
Consumer trust: Influencers maintain strong relationships with their audience, who have a certain level of trust in the influencer’s opinions.
Content is king and has been king for the last few years. Anyone in the field of marketing needs to create new content to become relevant. The two examples above both use Influencers but in different ways.
Influencer marketing has become very popular since it increases brand awareness, improves brand perception and, ultimately, drives sales. It does this because it reaches the thousands (or millions) of followers the Influencer has.