October 11, 2016
Influencer Marketing is almost the polar opposite of mass marketing. Instead of throwing advertising money out the window with large campaigns to the public, influencer marketing is using celebrities or high profile bloggers to entice a target audience to embrace a product. The concept itself is nothing new. When Victoria Principal, Alyssa Milano, and other stars began endorsing anti-aging creams and hair products on late night television infomercials the orders came pouring in.
Sometimes influencer marketing is quite accidental, like in the pre-internet days when Diane Keaton showed women that it was cool to wear men’s neckties and floppy hats in the film “Annie Hall.” Fashion designers were ready with that eclectic fashion look available at upscale stores like Bloomingdales. With the advent of the Internet and social media, Influencer Marketing exploded. When you check your Instagram account or log into your favorite fashion blogger’s website there’s a high probability that you will see an example of Influencer Marketing.
What is it?
Influence Marketing differs from celebrity endorsement, as the Influencer claims that the product is part of their everyday life, not just a brand with their name on it. The consumer is buying into a lifestyle they would aspire to not just an item to use. A stellar example of this is how fashion maven Doe Deere used social media like Instagram and her beauty blog to get followers called “Unicorns” to promote through their own photos and blogs news and product buzz.
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Nat Berman is the co-founder of BC Media Group. Berman currently handles strategic development, oversees the operation of BC Media Group’s owned and operated properties and writes for the company blog. During the past several years Berman has built extensive relationships with hundreds of premium online publishers and has strong ties to marketing outlets and social networking.