The term influencer, as we know it today, has only been around for a few years. According to Google, it was 2015 that saw a spike in searches surrounding this term, and it has steadily risen ever since.
Influencer marketing is increasingly popular amongst brands wanting to get their name and product out there. One of the main factors behind the mass success (before disastrous diminish) of Fyre Festival, was the fact that Kendall Jenner appeared to be on board and attending via posts on social media.
Reports suggest that around two-thirds of marketing departments are now looking to increase their budget for influencer marketing over the next year, with Instagram being the favoured platform. After all, who knew what Zoflora was until we saw Mrs Hinch spraying every inch of her house with it on Instagram?
But are micro-influencers, who we might call ‘normal’ people, more effective than celebrity macro-influencers with hundreds of thousands of followers?
Under the influence
Macro-influencers are household names and are often followed by tens of thousands of people, with the potential to provide great visibility for a brand. A brand can have a great deal of control over how their brand is promoted by a macro-influencer, from the location of a post to the time of day.
Micro-influencers may have a smaller audience, but they have the potential to imply a greater sense of authenticity, which often results in greater engagement rates compared with celebrity-endorsed products.
They are likely to be much cheaper than macro-influencers too, considering influencing equates to 25% of the Kardashians’ income. Alexis Stone, an Instagram make-up specialist, had treatment at a clinic recently and after sharing details on his social media, the clinic saw an influx of enquiries, with over 13,000 likes on the post.
Overall, influencer marketing is likely to work best when the message that is delivered to the consumer is one of authenticity. The influencer you choose to work with should be tailored to your brand and to what your target audience wants to see and who they are likely to be following –
Here’s some examples of when influencer marketing has gone wrong over the years, which may have seriously damaged the authenticity of the brand they are working with:
The celebrity influencer who kept the copy in their post from their editors:
The celebrity influencers who endorsed illegal activity and were subsequently sued for millions of dollars: