The rise of social media has given birth to a new kind of marketing called "influencer marketing."
“Social influencers are well-positioned to reach millions
of engaged followers through brand-sponsored content.”
Influencers: Who Are They?
Upping the ante on the fun element of
social use is a new breed of “celebrity
status” individuals known as “influencers.” With their explosive brand of
content that is in parts quirky, informative,
un-biased and hugely relatable, these
social media darlings have amassed a
massive social following by serving
content that is either comedic, informative
and/or entertaining. The rise of social
media has brought “influencer marketing”
into the digital marketing mix with videos,
tweets, shares, traffic and even search
engine authority coming into play.
Connecting with the Right Kind of
Audience
According to The YouTube Generation
42
PULSE
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December 2016
Study, commissioned by Google, four in
10 millennial YouTube subscribers say
YouTube creators understand them
better than their own friends.
Social influencers are well-positioned to
reach millions of engaged followers
through brand-sponsored content. They
can use their uniquely interactive and
intimate relationships with their fans to
effectively increase brand awareness and
drive sales.
The rise of YouTube and Instagram
content creators with celebrity-like status
has enabled many of the world’s top
companies like Maybelline, Toyota,
and Macy’s as well as a number of
innovative startup brands like Blue
Apron to get their marketing in front of
the right kind of audience. By partnering
with social influencers, not only do
these brands enjoy fantastic return on
investments (ROIs) across current advertising options, but they also have
effectively improved the organic growth
of their brand channels.
Who Are The Influencers?
Consumers today look to their favorite
YouTubers, Instagrammers, bloggers, and
vloggers for motivation to indulge in any
kind of brand engagement activity.
If you are on YouTube, chances are you
are already more than familiar with
names such as PewDiePie, The Fine
Bros, Zoella and Smosh, to name a few.
These are people who have successfully
spearheaded shortcuts to building brand
affinity on their channels. People who