At a basic level, influencer marketing can be described as a form of social media marketing that utilizes product mentions and backing from influencers. Influencers are individuals with a strong social following and are seen as knowledgeable on a specific concept. Influencers also can affect customers' purchasing behaviors due to their positioning, knowledge, authority, knowledge, and interactions with their followers (Jin et al., 2019). Influencer marketing has been successful due to an increased level of trust that influencers have established with the social media audience. A product recommendation from these influencers acts as social proof of the potential of a brand to customers. Influencer marketing takes on the idea of celebrity endorsement and is established within modern-day content-driven marketing campaigns (Porral et al., 2017). However, this form of marketing is mainly defined by the fact that the outcome of the campaign result from the collaboration that exists between a brand and its influencers.
Consumers today are generally influenced by what they see, and the aesthetics provided by influencers are no different. As a marketing manager, I would use videos and images to capture the audience through the constant production of bright images and unique videos. The value of influencer marketing has risen considerably over the years, with the growth of various networks that cater to their needs (Jin et al., 2019). I would further utilize platforms like Instagram, Snapchat, YouTube, and Tiktok. Through these platforms, I would have various influencers with varying demographic characteristics to reach the target audience. In this case, identifying the right influencers who support the branding message and who cater to the right market demographic would be critical in ensuring that the right message is delivered to the target audience. As influencers have the capability of reaching very specific audiences, I would be focused on using influencers to reach a customer segment that is targeted for the consumption of products.
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References
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37 , 567-579.
Porral, C. C., & Stanton, J. L. (2017). Principles of Marketing . ESIC Editorial.
