As the marketing industry is moving into its 2.0 phase, Influencer Marketing has become the next big thing for it. Since 2012, Google Trends has spotted a 5000% increase in the term’s search history, classifying it as a “Breakout” subject.
This type of marketing uses an individual that has influence over potential buyers and orients marketing activities around these influencers. How did this come about? Companies realized that consumers were no longer looking at them to make their buying decisions. Instead, consumers everywhere have been turning to these infamous personalities that got their start on any social media platform, from Youtube to Instagram, Pinterest, or Snapchat, to make their purchase choices. Since these “influencers” have massive, cult followings, a company can trust that allowing their product to be promoted or sponsored by one of them will definitely help to get it sold.
Proof? The department store Lord & Taylor used 50 different popular fashion instagrammers to model a dress from their new “Design Lab Collection” in March of 2015. By the end of the weekend, the dress had completely sold out.
Besides department stores, fashion labels have also taken to this form of marketing.
Chanel, a top of the line high-end brand, also used influencer marketing in the release of their new perfume, Chanel No. 5 L’Eau, over the summer. The company invited “influential Instagrammers”, like blogger Julie Sariñana to their production facilities to the town of Grasse, France along the French Riviera to come and take pictures of the product to promote its release. By using the hashtags #newchanel5 and #chanelgrasse on the 1600 pictures posted, the campaign itself received almost 1 million likes and reached over 9 million social media users.
Ralph Lauren was another designer label who used influential fashion bloggers’ Instagrams to market their Tiffin Bag, making it one of the most seen items online during New York and Milan Fashion Weeks last year. Each blogger used the simple hashtag #Tiffinbag on their posts, and the amount of likes received ranged from 7000 to 50,000, but every picture contributed in generated excitement for the bag’s release.
As this form of marketing continues to take off, individuals have discovered how to turn themselves into influencers and then market their own products.
A prime example of this is the fitness guru Kayla Itsines and the brand that she’s created off herself. After beginning to post work out tips and transformation photos of her clients on Facebook and Instagram in 2008, her social media presence started to grow exponentially. In 2014 she created a PDF booklet called “Bikini Body Guide”, including a 12 week work out and diet plan, and sold it for $25 on her website. Now, with 5.9 million Instagram followers and an estimated 25 million copies sold of her “BBG”, Kayla is renowned for not only selling her killer workout book, but also for flawlessly selling herself.
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