What do you notice about this type of marketing?
Social media marketing has become a way of the future. Not only is it less expensive than a traditional marketing campaign, but the reach is also significantly higher. This type of marketing targets a younger demographic, and mostly deals with video platforms. Youtube, Snapchat, and Vine have allowed these younger influencers to reach across the globe. (“The Influencers”, 2018) Influencer marketing allows that individual to work with a brand. By working with this specific influencer, the brand gives a more organic message to their audience. After the sponsored advertisement has been uploaded by the influencer, the company will pay a stipend for the work they have done. This marketing can be as small as wearing a t-shirt in their videos, or creating a video solely based around the brand. (“The Influencers”, 2018)
What strategies are they employing?
They are using social media as a marketing tool. By targeting a specific demographic, such as a younger generation, they are more likely to increase their sales. This is mainly because it is a younger crowd who uses these platforms, and the content creators are generally younger as well. By just placing a logo in one of these videos, the viewers will be able to identify it. This can cause that consumer to purchase something from the brand just because one of their favorite influencers endorsed the item. Not only is this form of media creating careers for the influencers, but it is also giving smaller companies a greater chance of surviving in the commercial market.
What role do these influencers play in marketing?
Influencers play a key role in social media marketing. They have established followings of people who hang onto their every word. It can be a six second video, or a thirty minute long vlog. Showing their support or interest for a certain brand or product have a huge impact on how that product will perform on the market. It has been proven in recent years that a brand can prosper or fail depending on this type of media. These influencers become the voice of that company for a specific time. Having worked for a brand on social media in a campaign, there are certain stipulations that you have to follow in order to work with the brand.
How does the use of marketing perspective impact the relationship between the company and the consumer?
The biggest issue when using influencers in a social media campaign is honesty. By now, most people know that those influencers get paid, and the FTC has also made it a requirement to state that they were paid by using #sponsored or #ad. Social media does have negative aspects, and companies can face that issue. Logan Paul was mentioned in the article from CBS News, but has recently all but lost his career due to his personal actions, and has severely decreased in popularity (“The Influencers”, 2018). All advertisements have been removed from his Youtube account for not respecting standardizations and guidelines from brands, as well as his platform. If a product that an influencer is advertising is poor, it can also have a negative impact on the brand, as well as the influencer.
The Influencers. (2018). Cbsnews.com. Retrieved 11 April 2018, from https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/