Using influencers for brand promotion is far from a new concept in business development. This method has been a tried-and-true way to draw eyes to products and services for generations. For example, back in the late 1940’s, doctors were used as influencers to promote Camel Cigarettes.
While the times have certainly changed the perception of this particular product, the basic intentions of influencer marketing have stayed the same: use a credible source to broaden the reach of brand messaging.
Since the internet took the marketing world by storm, the act of pairing with influencers has evolved to become one of the most effective strategies to expand audiences.
Influencer marketing can have a number of advantages based on the industry it is being used for. Here are three that stand to gain the most.
The health/fitness industry requires a unique approach to influencer marketing. This is due to a number of reasons.
For one, the relationships between professionals and consumers are typically developed face-to-face. Even the most prominent figures in the industry rely on in-person meetings with patients and clientele. But, it is becoming more common that people are looking to the internet for answers about health issues. With this in mind, influencers are tasked with the need to present a strong online image while providing the same heart-to-heart care.
Secondly, the advice they give is information that can change lives. When dealing with issues of such high importance, certain topics need to be flawlessly addressed. The latter can mean big trouble for all parties.
Most importantly, there are FTC, FDA, and ethical standards in place for licensed and registered health professionals. Therefore, subject matter experts reign supreme. A few years ago, Diclegis learned this the hard way.
As Kardashian has no expertise whatsoever in healthcare, this campaign was met with a lot of negativity and the brand’s overall credibility was put in question.
What can be learned from this error?
Influencers in this industry need to be chosen carefully and possess the right credentials to support claims. It takes much more than a big-name celebrity to deliver a powerful message in relation to wellness.
- Fashion & Beauty
Fashion/beauty and influencer marketing are the perfect match. A recent study found that almost 60 percent of these brands utilize an influencer marketing strategy.
Using influencers for specialized products is not a new phenomenon by any means. Back in the 1950’s Marilyn Monroe was the undisputed beauty influencer of a generation. What was her perfume of choice? Chanel No. 5. Favorite skincare product? Ernő László. Monroe was laying the foundation of influencer marketing LONG before it became widespread.
Fast forward 60 years, the rise in social media has led to many brands coming to realize the true potential influencer marketing has to offer. Candidates can come from a plethora of backgrounds including: makeup artists, stylists, magazines, or even someone with a lot of followers on social media.
When it comes to influencer marketing in this industry, it’s never a bad idea to seek out multiple sources. For example, Firmoo, an online eyeglasses retailer, partners with a number of Instagram models to help promote their latest products and trends.
By partnering with several influencers with considerable followings, Firmoo is able to get their product information out in front of a wide array of social communities. This shows how a not-so-huge brand can pair up with relatively smaller influencers and still reach people without spending big bucks on celebrities.
The prominent goals of fashion and beauty brands is to start trends while promoting products at the same time. Social media has become a catalyst for getting a great deal of these influencer campaigns off the ground. As this industry thrives on a more visual approach to promotion, Instagram is a natural vehicle to use.
- Travel & Lifestyle
Influencers are changing the entire landscape of the travel/lifestyle industry. Grayson Schaffer, a contributing author in Outside Magazine, describes the popularity of Instagram influencers as “a culture that is changing the way people travel and plan their trips.”
The big buzzword in this industry is user-generated content (UGC). Adweek describes this concept as “a goldmine hiding in plain sight.” Essentially, when viewers see other like-minded individuals showcasing their experience outside of typical brand messaging, it has a more powerful effect. In fact, studies have shown that 93 percent of consumers find UGC helpful in making decisions as to where they spend money.
Kate McCulley, has been traveling across the world for nearly a decade promoting products and destinations on her blog and Instagram account to over 76,000 followers. Here is a post from her trip promoting Krka National Park in Croatia:
This type of influencer marketing does wonders to leave a lasting impression because it creates an authentic experience from a third-party source. Millennials, in particular, are extremely receptive to social influencers in terms of travel. Therefore, this strategy should be on every brand’s radar.
The rise of technology has led to brand messaging finding it’s subtle way into our everyday lives. Influencer marketing on social media has been a driving force for this phenomenon.
Regardless of what industry you hail from, the effectiveness will always rely on your ability to pinpoint the perfect figure to promote your brand messaging. Take your time and do the proper due diligence. This approach may be your key to a successful marketing mix.