When was the last time you were able to watch a YouTube video that wasn’t sponsored by some brand? Or watched an honest makeup review that didn’t hide the fact that they were being paid however much to promote a certain makeup item or company? I can’t remember either and that’s because influencers have that much power and influence, you want to pay them to promote your company.
The philosophies behind how ideas spread are simple as 1. Message or 2. Influentials. I know when I’ve tried food or coffee at a certain café or bought a really nice jumper from a company, or bought a certain mascara from this brand, I’ll rant and tell my friends about it, 70% of the time, they’ll go and try that café or buy that product I spoke about. Yes, that’s word of mouth, but can you imagine if I filmed myself to my 20,000 + followers on YouTube or Instagram? How many of them who actually trust me and value my opinion will go out and buy the item I’ve just recommended? Whether it’s a paid sponsorship or not.
TapInfluence and Nielsen Catalina Solutions did a study, they found that influencer marketing generates 11 times the ROI of traditional digital marketing. 83% of consumers take action because of trusted recommendations, while Twitter found that nearly 40% of users have made a purchase as a direct result of a tweet from an influencer.
‘Nikkietutorials’ is one of the most influential beauty youtuber with 13.3 Million subscribers. Maybelline was able to see the power and influence this youtuber had and collabed with her to promote their makeup only. This was also accomplished by filming from their YouTube channel and hers, to reach more viewers.
Malcolm Gladwell refers to people characteristics who have a level of influence within their network. In this framework, it’s the people characteristics that enables word of mouth and explains how ideas go viral.
Personally, I’ve bought a few items which were recommended by beauty bloggers/ youtubers and influencers. I trusted their opinion, I saw how this item worked and looked and fell in love, I was also exposed to something new and was curious to try it.
So next time you need to promote your business or brand? Ask an influencer to do the job for you, no matter how much it costs because it’ll be worth it.
She’s considered to be a connector (social glue who spread the message) as well as a salesmen (persuaders who convince us to take action), she’s able to talk and convince her viewers into agreeing with her, as well as purchasing the recommended products.
Studies have also shown how both genders use influencers opinion/ reviews on products before they make an actual purchase.
Have you ever bought an item recommended by an influencer or someone you looked up to? Would you do it again?
s3661099
You're right Alex, it's all marketing. The fact that people look up to these guys, it gives them a sense of belonging to jump on the wagon. It's all about belonging and a sense of accomplishment when you try to afford the same lifestyle which is completely unrealistic.
I have definitely bought stuff because of an influencer, I think it's quite scary especially if people don't really take into account what they are buying it can often be a way to end up with too much stuff! I think just because Ms Kardashian has it or Mr West made it doesn't mean you need it, or actually want it...
- Alex Carey
@anariddlec98
I believe it has something to do with us liking this particular influencer and looking up to them, that we want to be just like them! This makes us build this relationship with trust and we want to make sure we have what they have or to look like them etc. It's definitely risky if you're not aware of this, you can get completely sucked in.
@samhanlon815
I remember the first time I bought a product because this beauty influencer I was watching raved on about how amazing it is, and I believe that was my last time last. I can only trust them when they're not being paid to review a product, when a company pays you to market their product, youre not going to be truthful.
@toddhamilton5
Absolutely, gender has a huge role. The statistics show that males are influenced or seek influencers opinions in certain categories like sports, food and gaming, just as you mentioned and females are all about the beauty and fashion. So no matter what a persons interest are, they either look up to a certain celebrity and are influenced one way or another