Influential Digital Marketing

Social Media has changed the way companies can market their products. This is because social media has seen the rise of social influencers. Social media influencers are users on social media who have established themselves as a credible source in a specific industry such as beauty or gaming or travel. Social media influencers build massive audiences on social media and have the ability to persuade others to purchase or try certain products due to their authenticity and massive reach.

kinda-convincing_o_1178495.jpg

Although some large social media influencers recommend things completely without company influence, there are many who will team up with a certain product or service and do a video promoting the company. This leads to a new area of digital marketing which doesn’t come directly from the companies. This can be much more effective since the social media influencers videos seem more organic and natural.

 

Companies do have to be very careful when marketing through social media influencers. Many times the social media influencer has to say that their post is being sponsored. For example, Domics, who draws animations on youtube, has posted videos supporting Crunchyroll which is a website where you can read and watch manga with a subscription.
download.jpgdownload.png

Although the videos won’t be always about Crunchyroll, Dominic will say at the beginning or the end of the video that the video was brought to you by Crunchyroll.  Other social media influencers will just post in the description or the title of the post that the post has been sponsored by another company. This kind of transparency can be really key for both brands in the interaction. A social media influencer that doesn’t come clean when they are getting paid to work with a product or service risks losing their authenticity which they build through their channel. The company they work with risks consumers thinking that they company is dishonest with their media productions. The FTC set down guidelines in 2017 to make sure companies and influencers were being clear when the influencer was being paid. While social media influencers are an important part, companies need to be very careful when working with them. Ideally, companies can get some organic advertising through social media influencers. For example on an entertainment channel like Lilly Singh who on youtube is known as SuperWoman, Lilly might bring up a product or service that she really enjoys without being prompted by a company.

 

Screen Shot 2018-02-19 at 6.19.23 PM.png

Here you can see the clear #ad at the beginning of megs post, making sure that her fans know that they are seeing paid content.

 

Social influencers have a massive reach which gives them a big influence over certain target demographics.

Screen Shot 2018-02-19 at 6.06.23 PM.png

Looking at 10 large influencers in the category of entertainment, Forbes showed just how many people these social influencers have the ability to reach. This reach can be used to help companies market their products and services if used correctly.

(https://www.forbes.com/top-influencers/2017/entertainment/#13b29cd53ec6)

 

Digital marketing is all about being able to target people at the right time with the right promotions. With all the consumer data social media influencers know more and more about their audiences. For example on youtube they can see when people click off of their videos, and the demographic of their viewers. This kind of information is huge for companies looking to advertise with them because the company can line their product up with an influencer who already has a connection with the desired target market. Social media influencers can use this data to change the way they make their content and to grow their reach even farther. Companies can use it to target certain groups of consumers in a way that doesn’t seem targeted since the fans already like or subscribe to the social media influencers page or channel.

 

Brands can work with social media influencers to make useful content for consumers rather than ads that run along the side of the video. With content that is useful for the consumers such as a makeup tutorial or a tech hack, the brand starts a conversation with consumers through the social media influencer. The social media influencer wants to make entertaining or useful content to grow their fan base so both sides win when the brands can give them the money or means to do so. The useful/ entertaining content will have a better chance being spread friend to friend than an ad, because friends will want to show their friends the new things that they are learning. This is especially important in the teenage and college demographics who share so much on social media.

 

Do you guys think that we will see more social media influencer marketing in the next couple of years even with stricter enforcement by the FTC? Do you think the FTC should be putting these enforcements?  Let me know!

 

6 comments

  1. Hi Tyler!
    So part of my internship over the summer was actually to recruit and manage a team of social influencers and I have to say – it is definitely here to stay. I think for the most part this is a great aspect of digital marketing as most (let that be the key word here) influencers will really only promote products they enjoy or at the very least do not have issues with. They are popular because they are trustworthy and if they promote a “bad brand” they wind up hurting their own personal brand. This to me at least puts a “screening” of the item, which helps add a layer of safety. Either way it is extraordinarily effective particularly for a start-up (where I worked) as a cheap alternative to traditional media.

  2. When you look at advertising over the decades you see the good, the bad, and the ugly across all channels and mediums. The same goes for social influencers. I agree with you and @profgarbusm that there exists a shared incentive to forge positive brand associations through strategic partnerships. That being said, there are plenty of social influencers out there who are perfectly willing to be disingenuous in exchange for a few handouts. This segment of influencer gives the rest of the “profession” (if you can call it that) a bad rap. Partnering with a celebrity of any kind is dangerous for a brand. Jared from Subway is a traditional example of this danger. Youtube vlogger Pewdipie getting dropped by a Disney owned subsidiary is a social media example. I am dubious that most social influencers are capable of guaranteeing the return on investment larger companies would expect to take on that sort of risk. I can understand why it is attractive for a small company with little capital to spend on marketing to pair with an influencer, and I am sure there are plenty of good eggs out there. But ultimately I am less optimistic about how “trustworthy” most of these social influencers are and would treat associating my brand with one with extreme caution.

  3. Tyler, I really loved this post because this coming summer I’m working for a social influencer branding company called Grapevine (it was actually started by two BC alumnus). As Facebook continues to tighten their constraints of “organic growth” of branded companies social influencers will become the wave of the future. What I like about social influencers is the fact that they get to pick their brands that help promote their personal likes and dislikes rather than just taking whatever money comes their way.

  4. Nice post. I won’t be surprised if brands start to back off of influencer marketing, mainly because so many keep getting burned, which is sort of the nature of the game. You have to be a bit extreme to stand out, but then the influencer pushes the extreme a bit too far and it all comes crashing down. That is, except for the Kardashians.

  5. Very interesting post, Tyler. I agree with you that it is important for influencers to acknowledge the paid content. However, I feel like often that diminishes the credibility of the promotion. When I see that a certain person is posting an ad I automatically skip the post. I just have a hard time believing an influencer can be completely objective when being paid for an ad. I wonder if my opinion will change as this marketing strategy evolves. However, I totally agree that influencers are the new trend in digital marketing. I do think they are a great way for a company to increase brand awareness in a particular target market. And I am curious to see how marketing through influences will develop and what industries will be affected by it next.

  6. Great post! Influencers are just another vehicle that brands utilize to increase their awareness and connect with its consumers. @kylepdonley said it best, “everyone is looking for a handout.” While certain industry’s have different in’s and out’s, the gaming industry is thriving on influencers – mainly on Twitch and Youtube. The amount of subscribers that some of these “streamers” have is nuts! But they also provide a medium for users sharing the same hobbies/preferences to interact and talk about the brand, product, or service. Isn’t that the end game for all company’s…to keep you talking about them?

    Certain mobile games allow their most die-hard influencers a chance to enter their content creator programs and test drive upcoming features in games. And while some of the feedback, reviews, or suggestion may be positively bias, there are opportunities to discuss the not-so appealing aspects as well. In the end, the industry needs influencer to further enhance the consumer connection!

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s

%d bloggers like this: