While Influencer Marketing is one of the top forms of marketing in 2021, it has been around for decades. The only difference was back then, you would only see ads involving celebrity endorsements and strategic product placements in television shows and movies. Today, whether it is a celebrity or someone who was able to capitalize on a viral video or post, brands have noticed and taken full advantage of this style of marketing. While I don’t personally follow any influencers, I am considered an influencer here in Chicago based on my work with restaurants and small businesses.
Q: What do you notice about this type of marketing?
A: This type of marketing is geared to the Gen Z/Millennial population. Most of the 30-and-under crowd are practically tied to their phones on social media. Businesses know this, and have been able to reach them through AD popups, generally featuring their favorite influencer or celebrity. As I stated in my opening paragraph, this is one of the most popular types of marketing.
Q: What strategies are they employing?
A: They are using easily recognizable figures like celebrities, influencers with large followings, and athletes. The trick with this is to craft relatable content that anyone can see themselves in. For example, if Serena Williams is in an ad using Pine-Sol, then someone could be like, Serena Williams uses the same cleaner I use! She’s just like me! Whether people want to admit it or not, there is this satisfying feeling in having proximity to your favorite celebrity, no matter how minor the detail.
Q: What role do these influencers play in marketing?
A: Their role is to INFLUENCE! Brands pay hundreds of thousands of dollars to these individuals for an ad that lasts 30 seconds to a minute at most, in hopes that their enoromous reach will convert into sales for the brand.
Q: How does the use of marketing perspective impact the relationship between the company and consumer?
A: I feel that it fosters a more intimate relationship between the two. Influencer marketing gives a more human element to businesses whether or not the endgame is making just another sale. By adding that special touch via influencers, we are more inclined to trust the company as much as we trust the influencer that is promoting their product.