Influencer Marketing: A Rising Star
Why Influencer Marketing?
Influencer marketing is quickly becoming the new standard for brands. They have realized the importance and value of having this campaign. So many brands have taken the initiative to start using content creators as a way to sell more of their product. This can take many forms, it can be with a video posted to one of the many social media platforms, a direct mention of the brand and product itself, or it can be done in a more discreet way. The brands see value in this because they understand how many people come across this content on a daily basis. TikTok has quickly become one of the most used social media platforms.
Future Star in the Making
Livvy Dunne, a star LSU gymnast and content creator, blew up on TikTok in early 2021. She has amassed almost 8 million followers on the platform. Here you can see her ad with Vuori Clothing.
She is seen referencing the clothes, complimenting them, and showing a lot of the options that the company offers. This is very in-your-face marketing. She shows options that the brand offers and talks about each one. This is different from another one of her ads.
In this ad, she highlights her athletic ability while also keeping the drink in the foreground of the frame. She tags their account in the caption of each post to drive engagement and traffic to their account. Accelerator even comments under the post.
When it comes to finding the right influencer to promote your brand, someone that makes content that appeals to your target audiences. Like in the Vuori clothing ad made by Livvy, the company wants to promote their products to college students and people below 35 their most profitable age range is 18-35 covering about 40% of their sales this greatly increases efforts to extend target reach.
NFL Gets in on the Action
AJ Dillon (Green Bay Packers running back) did something similar to the in-your-face approach. He used a filter made by Reese’s and helped announce/promote their new caramel big cup.
The use of the hashtag and filter fully displays that AJ is a brand partner with Reese’s. It also allows for fans to use the filter or follow the account tagged in the caption as well.
One of the few bad things that can come out of influencer marketing is when excess marketing becomes an issue, say a company partners with someone that takes lots of sponsors but don’t actually use and enjoy the product, some viewers may feel differently about the ad since the influencer promoting it is just looking for money.