When it comes to social media influencers they tend to be the best logical solution for a brand to promote their products. And it works, I for one follow a handful, if not two handfuls, of influencers. To me the most notable influencer I follow would have to be Dwayne “The Rock” Johnson. He collaborates a lot with Under Armour, and every time one of his new line of clothing is released I rush to buy something, whether it is a hat or t-shirt. Another influencer that I follow is Will Smith, he gives constant updates on his day to day life but he also finds a way to incorporate small businesses. For instance one post promotes a husband and wife owned and operated photography called @creativesoulphoto. And in no way did they pay him to do that, it was just a kindness in his heart.
When it comes to this type of marketing, I would have to say that it is more successful than traditional methods of marketing. Social media is all over the world, it is accessible in a mere second and can reach anyone that has access to internet. The great thing about it is the speed, you don’t have to wait a prolonged period of time to see the ad on television or in a newspaper/magazine. And you can choose you want to represent your company, so you can reach different demographics that you didn’t think about before. There are so many different strategies that are deployed in to this marketing method. From product placement to building a rapport with your consumers. These influencers use current trends and pop-culture to help promote the product. Just like Zach King, he uses his “magic” to create fun content for everyone to watch, but he also finds a way to promote some products. Just like during Easter time, the most popular candy then is Peeps. Zach King created a video using Peeps turning it into a real baby chick.
These influencers have a major role to play in this type of marketing platform. They are able to produce a type of following that modern day Hollywood has been dreaming for. Just like Kim Kardashian West and her 134 million followers on Instagram could easily promote a single piece of jewelry in 1 hour than it takes traditional methods in a single week. They have this way of being the best of the best. But just as hard the worked to build their image, it can be undone in an instant. That is the problem with this type or marketing, a beloved superstar can become hated and it could hurt the company. This perspective gives the people to view a company as more than just a company looking for money. Like I said, the company’s perception is always easily changed as time changes. And with the proper influencers that company/consumer rapport could easily grow exceptionally.
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