With 66% of the UK online population using some form of social media, there’s no denying that social media plays a significant role in our daily lives. It has changed how we keep in touch with friends, read the latest headlines, and how we shop for the latest fashion trends.
With most Millenniums and Generation Z’ spending countless hours scrolling through Facebook, Twitter and Instagram – Brands are always looking for new ways to target their audience.
Call in the Influencers…
The latest marketing trend brands are using to target their audience is through the use of social media influencers or influencer marketing.
After a quick Google search, a ‘social media influencer’, can be a described as, “a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by their authenticity and reach”.
An influencer can either be an everyday person like you or me (with a lot larger Instagram following), the latest Love Island contents, or the ‘official’ celebrity.
Essentially, brands will send free PR Packages to these ‘influencers’, who will then post a sponsored ad about the product on their social media accounts. Or an Influencer will be paid an agreed amount on each time they post about the brands product. Brands utilize influencers in the hope that their influence will result in more people buying their products.
Influencers are promoting everything from cars, to hotels, to beauty products, to shoes, to diets, and a whole lot more.
This is why you may have seen a lot of your fav’ celebs’ or the so-called ‘insta famous’ with #ad #sp on some of their posts.
An influencer with an Instagram following of around a million can command £10,000 for a one-off post. An influencer with between 3,000 and 10,000 followers can expect to earn £50-£100 per post. Keeping these figures in mind, influencer marketing is fast becoming one of the most effective online marketing strategies for brands. Recently, brands have raised their budgets for influence marketing between 3 – 6%, with $2 billion in the last year being spent on influencer marketing overall.
Owner of Cocoa Brown Tan, Marissa Carter seen the full effect of influencer marketing, when one sponsored post by Kylie Jenner seen her product sell out in 24 hours.
And it’s not just celebrities making money out of influencer marketing. In December 2018, a mother revealed to the Daily Mail that her baby boy, aged one, who is an Instagram influencer has already gotten £10k in freebies (including a different pram for every day of the week). Ralphie Waplington, aged one, from Essex, has an Instagram following of 14,000. The boy’s mother, Stacey Woodhams, runs the account, with Ralphie’s wardrobe and bedroom furniture all provided free by brands and the family enjoys days out in exchange for posts on Ralphie’s account. However, this has been received with backlash, as some seeing this as child exploitation.
On the way out…
Content creation is now in the hands of influencers and who are providing a key role in the story that brands communicate. In order for influencer marketing to be successful, influencers content must be authentic and original.
With brands and influencers both having a very successful 2018, it’s hard in seeing the influencer marketing trend going anywhere. However, some experts predict there will be a decline in social media influencers is on the horizon in 2019.
Today alone, it’s hard not to scroll through Instagram and not spot at least one sponsored post. Influencer marketing has become too mainstream, too commercialised, and too common. Content is becoming less organic and genuine, you get a sense that influencers are only doing it to gain a few more followers, and gain a lot more money.
I may be wrong, but I feel as if influencers are on the way out for 2019.
Ruth Leonard is a final year BSc in Communication Management and Public Relations student at Ulster University. She can be found on Instagram – @ruthleonard_ / Twitter – @RuthLeonard_ / LinkedIn – www.linkedin.com/in/ruth-leonard-057860129/