Influencers are a great example of current day marketing, not only can they share content that they believe in and stand behind, but companies can also pick out specific influencers to market their products. A few aspects I’ve noticed about this type of marketing is how influencers are known to set trends. A great example of this are tik tok videos, so many influencers have posted popular dances or cooking tips or fashion tips to share with their viewers and it is quickly picked up. Companies are able to endorse influencers to market their products, if a company is struggling and they have an influencer with over 15 million followers post their product and reasonings to purchase it then chances are the viewers will look into the product and hopefully purchase it. Influencing is definitely a new marketing strategy, but it still utilizes old marketing habits mixed with new ones that are catchy to millennials as well as younger generations.
With influencer-based marketing there are various strategies one needs to consider when posting. The first part is identifying what products they are marketing, what the general demographic is, which includes age, location, sex, and much more. It is also important to determine what is currently in trend as well as seasonality. Another strategy is overall brand awareness, I will use Nike shoes as my example. If an influencer posts multiple times about Nike, showing their viewers how they can wear them for many occasions and in many different outdoor activities, then the viewers are most likely going to relate to one or more of their examples and think “wow, Nike would be a great purchase for me too”.
Personally, I am not an influencer, but I can imagine that influencers are not in their profession for just assisting in selling products. Aside from personal reasons for wanting to become an influencer, they do play a huge role in marketing – influencing!! I feel like that is the most obvious part of their job. An influencer needs to make sure they are withholding a large following count as well as posting content that is engaging and leaving a viewer to want to come back and watch more. As a marketer, influencers need to make sure their role of showcasing the product isn’t just as simple as “buy this product because it tastes good”, they need to give raw feedback – why they should buy a product, reasons it’s helped with their day to day, or reasons why they’ll go back and buy it again.
The relationship between the company and the consumer is so important to say the very least, marketing of course plays a huge role in this aspect. If a company uses poor marketing skills, then they can loose customers. If a company does the opposite and uses engaging marketing, then they will grow their customer reach. When a company uses other sources, like an influencer, to market their product then they are utilizing an interest the customer already might have due to their engagement with the influencer they chose to work with. Of course, marketers can use famous people or attractive models to showcase their products, but when they use influencers it allows customers to react to someone who is consider a peer.