Influencer Marketing

What is influencer marketing?

Influencer marketing is a from of social media marketing also known as influence marketing involving products placements from influencers, who had a strong expert level of knowledge or social influence in their field. Influencer marketing is when a brand hired influencers who already established credibility and audience on social media platform to discuss the brand on a social media post.

What is Influencer?

Influencers are those (someone or something) who has the power to affect the buying habit of others by uploading something original or sponsored content to social media platform like – Instagram, snapchat, YouTube or any other online platform or online channels.

Identifying Influencers :-

(1). Connectors network with a variety of people and have a wide range.

(2). Influencers are essential to word-of-mouth communication.

(3). Influencers use information, shear with others and are insightful of trends.

(4). Influencers has tendency to others to imitate their behavior.

Social Influence and Influencers :-

Social influence mostly based on social persuasion and compliance. In influencer marketing influence is less about arguing for a point of view of products. Although influence is also equated with advocacy and it maybe negative.

Though social comparison theory influencer marketing is also important. As psychologist Chae reports, influencers serve as a comparison tool. Consumers may compare influencer lifestyles with their imperfections. As example promoted products may surve as a shortcut towards a complete lifestyle. As such they related their lifestyle and the status of influencer above themselves. When a brand using an influencer they may use consumers insecurities to its benefit. Influencer marketing may lead to faulty advertising for this reason.

Social Media platform and influencer :-

Social media has created new opportunities for marketers to expand their business. Social media and online activities can a play a central role in online decision making and allowing customers to research about the product.Critics of an online-intensive approach say that by researching exclusively online, consumers can overlook input from other influential individuals.

Many use influencer to increase the reach of their public marketing massages. Online influencers who curate personal brands have become marketing assets because of their relationship with their followers.The interactive and personal nature of social media allows parasocial relationships to form between influencers and their followers, which impacts purchase behavior and influencer marketing on social media reaches consumers who used ad-blockers.

Virtual Influencers :-

Virtual-influencer profiles do not correspond to real individuals and are not automated bots which generate fake likes, comments, or followers. Virtual influencers also sometimes considered as fake. The characters are usually identified as models, singers, or other celebrities. Their creators write their biographies, conduct interviews on their behalf, and act like the characters themselves. The characters internationally designed by 3D artists to look like real people in real situations.

Fake Influencers :-

Fake influencers have been around from as long as the real influencers are there. And all criteria used to determine the veracity of an influencer account can be fabricated. An analysis of over 7,000 influencers in the UK indicated that about half of their followers have up to 20,000 “low-quality” followers themselves, consisting of internet bots and other suspicious accounts. Over four in 10 engagements with this group of influencers are considered “non-authentic”. Third-party sites and apps sell services to individual accounts which include falsely increasing followers, likes, and comments. Instagram has failed to shut down all such websites.

Top 10 Social Media Influencer :-

(1). Markiplier . (2). Logan Paul. (3). Jenna Marbles. (4). King Bach. (5). Tyler Oakley. (6). Lele Pons. (7). Amanda Cerny. (8). Roman Atwood. (9). Miranda Sings. (10). Michelle Phan.

Regulations :-

In 2017, the FTC sent more than 90 educational letters to celebrity and athlete influencers with the reminder of the obligation to clearly disclose business relationships while sponsoring and promoting products. The same year, in response to YouTubers Trevor Martin and Thomas Cassell deceptively endorsing an online gambling site they owned, the FTC took three separate actions to catch the attention of influencers.In the United States, the Federal Trade Commission (FTC) treats influencer marketing as a form of paid endorsement. It is governed by the rules for native advertising, which include compliance with established truth-in-advertising standards and disclosure by endorsers (influencers) and is known as the Endorsement Guides.

Facebook and Instagram have a set of brand content policies for influencer marketing and endorsements. Branded content may only be posted through Instagram and Facebook, and require the business relationships between influencers and endorsers to be tagged when promoting branded content. As of August 2020, YouTube has updated the branded content policies. YouTube and Google’s ad policies require influencers to check a box titled paid promotion when publishing sponsored videos and provides instructions on how to set it up.

2 replies