So I can probably pick up my 20-year-old’s phone at any time, (if she he doesn’t hack at my wrist before I get the chance) go into one of her Social Media apps and stumble across some young men or women about her age. There, in their quick, six second clip (or longer, depending on the platform) I am persuaded to go out and buy a T-shirt I saw some kid wearing as he falls off his skateboard trying to navigate a half pipe. What just happened here? Why did I see this one kid fall on his ass, laugh mine off, but then go right out to a department store and purchase this stupid T-shirt he wore because I thought it was kind of funny? Or maybe my daughter told me she wanted the same vans he was wearing. And all this kid did was display his skateboarding ineptitude for about the same time it takes me to “accidentally” delete the app on her phone (I have fat fingers). How, you ask? The Art of the Influencer, and it’s happening more now than ever.
Social Media Influencers are freelance promotors that set up shop on various platforms, drawing their hundreds of thousands or even millions of followers into viewing them each day. They are either recording quick videos that include images of products or actively engaging with their audience (sometimes real time via live feeds) about these same products, whether it’s food, clothing or makeup – whatever the product may be. The phenomenon has skyrocketed with mostly Millennials, as the Influencers represent their demographic.
Their Strategies
Is it subliminal messaging? No, not necessarily. These young men and women are either captivating their audience by comedy, by dance or by demonstrating the product in quick clips (vines or snaps, for example) on their social media accounts. Followers then view them instantaneously through the same social media outlets and are drawn into buying the specific product or service the influencer demos. It’s that easy. These attractive, funny and creative individuals exercise their talents to gain the likes, comments and / or shares needed to perpetuate a brand across the virtual landscape. It’s working well and it’s the new marketing tactic more companies have adopted.
The Influencer and You
What this next level strategy does is allow the consumer to actively engage with a promotor of each product. By viewing the influencer’s video, post or tweet, they can gain perspective of the brand being demonstrated or discussed. Many times the influencer will have live feeds going on Snapchat, Instagram or Facebook where they can communicate with each person real time. This B2P level of advertising becomes highly effective and, in turn, will generate a profit for both the Influencer and the brand itself. Plus, the consumer is able to gain more knowledge on a particular product (say, in the makeup product example, a potential consumer isn’t sure how it’s going to look on them. They can peek into the influencer’s video and see it demonstrated. This, in turn, may highly persuade them to go out and purchase this eyeliner or lipstick). Therefore, the influencer plays a pivotal role in the overall marketing strategy. Without them, this personal connection to the brand is missing.
Influencers are the new informercials, but instead of the annoying programs that play incessantly at 3am on cable TV, social media users can log on and watch their favorite ones any time they want. These Millennials have a certain charm that attracts those of their age, and, many times, that is the exact demographic the company is looking to gain. Influencers are the bridge between the company and the consumer. These young men and women are the new wave to promote. I don’t personally follow any influencer myself, but my daughter might. And I could confirm this if she would just let me see her phone. I won’t hold my breath…
Links:
https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/
