This article is by Patrick Barry, marketing student and upcoming marketing professional.
How the average person is becoming marketers latest weapon.
2017 is the year where influencer marketing is becoming a part of core strategy that is used by brands and organisations across the whole marketing industry. Marketing always seems to have a trending topic of style and 2017 is the year of the influencer marker. All brands want to be involved with influencer marketing with over 60% of brands in 2017 implementing it into their respective strategies.
Innovative technology and applications for mobile devices are offering increasing smarter and more relevant information, they are becoming more involved into our daily lives and are creating new forms of connectivity to products and brands.
Every millennial with a a smartphone and an attractive instagram feed seems to think that they can be one, and the exciting thing is, they actually can! Due to the increasing rise of worldwide use of social media platforms such as instagram, snapchat, facebook & youtube anyone who can build a following on the respective platform have a reach to a specific group of consumers which is usually unique to differing individuals. Brands are starting to realise the potential of the common individuals social medias followings and increasingly leveraging their unique reach to market their products and brands.
Consumers and especially millennial are becoming increasingly less trusting of main stream media. They are turning from traditional sources of media such as cable TV and newspapers to platforms to platforms such as YouTube. Youtube is designed to facilitate social influencers to grow and create specific online communities of like minded individuals (potential consumers). Thus enabling organisations and marketers to leverage these new communities that are interactive and more specific audiences for advertisement.
But How Does This Work?
PewDiePie is a famous youtuber and social influencer. He has grown an crazy 50 million subscriber number, which from a marketers point of view is an incredible reach.
Type of channel: entertainment & gaming.
Subscriber type: Younger & likely to be interested in gaming products.
Benefits: Reach a large specific audience that are likely to be interested in the product, rather then advertisement on cable TV where they are not sure if the consumer is actively involved in the content that the advertisement is featured on. Also the consumers is more likely to trust the entertainer (PewDiePie) as he is actively engaging in a conversation with his subscribers by the often directly speaking to his subscribers via his video content,or replying and staying active in the youtube comments section. Thus increasing their feeling of belonging, as well as making they feel like they are part of a community. This makes it very easy and effective for marketers to either advertise on his youtube page through google adsense or even via product placement in his videos.
If a ‘nerdy’ and self-proclaimed socially awkward young kid from Sweden can do this, why can’t you? 2017 is the year of opportunity!
You could be the next big social influencer!