Marketing emerged, in the age of public figures, influencer, and bloggers, to become a hot topic due to its effectiveness. So, what is influencer marketing?
Recently, when a brand launches a new product or service, it collaborates with an online influencer for marketing. Some companies prefer to work with an influencer to improve their business, by increasing the exposure of their product/service through the influencer’s content. To provide a classic example of influencer marking of a YouTube celebrity is PewDiePie. He teamed up with the makers of a horror film set in the French catacombs under Paris, creating a series of videos in which he underwent challenges in the catacombs. It was pitch-perfect content for PewDiePie’s 27 million subscribers and received nearly double the views as the movie’s trailer. It was a win-win situation. When we think of traditional marketing, we usually imagine companies collaborating with celebrities to be on magazines and TV ads, but now it is different. Influencer marketing is easy and successful because influencers do not belong to the same place, they are everywhere and they can be anyone. You won’t find a website called the Influencer Marketing Hub or influencers’ tv shows, unlike celebrities. They are called influencers because of their large number of followers on social media and the web. They can do anything that people find interesting, a popular fashion photographer on Instagram, a well-read cyber security blogger who tweets, or a respected marketing executive on LinkedIn. They belong to all industries and when audiences find someone influential, they follow them. Their followers’ numbers vary from hundreds of thousands to millions. However, some seem like ordinary people. They may only have 10,000 followers or fewer. Despite the seem-to-be small number, they may become at the top of their game by developing a reputation as being the experts in their field. The main reason behind their success is their communication. They provide answers to the audience’s questions, and solutions to problems and they engage with their audience on a regular basis. They make engaging posts and attractive content that make their audience excited to participate in discussions.