Traditional marketing is dead? Potentially. ‘Influencer’, wasn’t a word I ever used just a few years back. When I thought of a “brand ambassador”, I would picture athletic sponsorships- like Sidney Crosby in a Gatorade commercial. Since then, influencer marketing has exploded onto the scene and has changed the fashion game. With product placement becoming deliberately less distinct, sponsored posts have become universally integrated into our daily content. You may come across a post and not even realize it’s a paid promotion, until you see the now ever so prevalent ‘#ad’ slid in at the end of the caption.
The popularity of Instagram, Youtube, and platforms of the like have allowed thousands to share their outfits and opinions with the click of a button. The barriers to entry are essentially non existent with the only true requirement being a phone. That’s not to say that becoming an influencer is easy. Because of how simply these platforms can be accessed, the pool can sometimes seem saturated and overflowing. From personal experience, many of the influencers that find their way to my Instagram explore page seem indistinct to one another.
Influencer marketing is especially useful in the fashion industry, possibly due to the emerging see-now-buy-now business model. Fashion is such a huge part of our identity: a reflection of our mood, and a way for us to present ourselves however we’d like to the outside. How do we develop our personal styles? What shapes our sense something of aesthetics? We are constantly drawing inspiration from external elements. It has famously been said that we are an average of the five people that we spend the most time with. I believe that similar can be said about our style. Say your hairstyle is inspired by your mom’s 80’s curls, you wear Nikes religiously (never Adidas) because that’s what all of your coworkers do, or the reason you decided to splurge on a Michael Kors purse is because your favourite Instagram model has the same one.
Because we are constantly drawing inspiration from our surroundings, and integrating others’ opinions to develop our own, I believe influencer marketing is a tactic that all companies should be utilizing. The strategy no longer needs to prove itself as effective. Simply open up your Instagram explore page now, and you’ll be able to see for yourself.
Written by Jessica Vong
The Fashion Law does a great job condensing the facts and numbers. The original study touches on points such as micro vs mega influencers, choosing the right platform, compensation- alongside an abundance of data and charts.
Izea highlights some best practices in the industry. The article also showcases some examples of companies within the industry that are really hitting the nail on the head with this strategy.
Only feels right as a business student to include some Forbes. The following video dives into the reasons brands are choosing to work with influencers. This showcases the perspectives of regular people on the street, industry professionals, and influencers themselves!
Here is a very laid back vlog showcasing behind the scenes of being an influencer. I especially enjoyed the outro where Britt mentions some examples of struggles faced when creating content.
This was actually a video I watched years ago, but was the first thing that came to mind when this topic emerged to write about. It’s a quick and easy to digest look at an “Instagrammer”, their experiences, and their process.