Influencers Impact on Marketing

Have you ever seen an Instagram post where you liked the outfit the person was wearing? Have you ever then looked into the details, such as the cost and brand? Influencers play such a large role in marketing. Whether it’s through collaborations, brand deals, or simply wearing a brand they like, what they wear has an impact on their audience.

What have I noticed about this marketing?

Over the years, I have noticed this type of marketing boom. It went from obvious ads, to sponsorships and partnerships. Some of these sponsorships, especially in the last year , have become less and less obvious. Influencers now promote products simply by using it in their videos. An example of this is Bloom. Bloom is a nutrition powder that is meant to provide energy and support gut health. This product was very popular on social media, as so many influencers were seen using it. What was never mentioned was the partnership, they simply posted a video discussing anything they wanted to while making their bloom beverage. Now there is so much discrete marketing disquised as influencers genuinely using the product in their daily life.

What strategies are utilized?

Influencers are absolutely implementing their own strategies to get their viewers hooked on thier products. Often, they use authentic story telling about their experiences with said product. This plays into the trust the their fans have in them. If an influencer says that a skin care product gave them results in two weeks, viewers will trust this and purchase the product. They also use discount codes to encourage viewers to purcahse the product at a reduced price. This encourages people who may be hesistant to spend money on the product, this way they feel like they got it on sale. The most obvious strategy are the videos labeled as ads where the influencer is talking about the benefits of a certain product.

The role influencers play in marketing today?

Today, influencers play a huge role in marketing. I would argue a major part of marketing comes from social media, especially from influencers. They seem like relateable people to my generation, as they are of similar backgrounds and ages. Companies are using influencers to get their products in front a more niche audience. Along with their story telling and content posts of such a variety, influencers entirely changed the game of marketing. It no longer is about what the company advertises about themselves and is now centered around what other people have to say for them.

Impact of marketing perspective

Marketing perspective is based around whether a company prioritizes selling a product or satisfying the consumer needs. Selling a product is simple and the objective for every company, however it does not create a connection to the consumer. When the company refocuses on satisfying the consumer, it changes the tone from selling a product to listening to the needs of their customers. This creates an emotional connection. This way, the relationship feels less transactional and more relational.