One day in the not-so-distant past, I was scrolling through
my Instagram feed to catch up on friends’ posts. I quickly scrolled past a
number of targeted ads (Instagram’s targeting algorithm is quite accurate for
me, and I wasn’t in the mood to be tempted to purchase whatever item had been
perfectly pushed my way that afternoon). But then I saw it: An amazing photo of
Jennifer Lopez in what I knew was the most perfect sweatshirt ever designed in
the history of fashion:
The next thing I knew, I was frantically searching Coach’s website and messaging friends and classmates to learn every- and anything I could about this Barbra Streisand sweatshirt.
This was a perfect example of social media influencer
marketing. According to Business
Insider, “Brands are set to spend up to $15 billion on influencer marketing
by 2022…up from as much as $8 billion in 2019, according to Business Insider
Intelligence estimates, based on Mediakix data.”
While my reaction to Jennifer Lopez wearing a Barbra
Streisand sweatshirt is just one data point, it makes good sense to me that, in
a time when consumers are becoming more conscious of how they’re being watched
or tracked online, brands will go the way of enlisting influencers – real
humans, not just algorithms – as part of their digital marketing strategies. And
as these strategies develop, brands are getting smarter about how to maximize
impact on influencer campaigns like Coach’s. For example, sometimes a big name
like Jennifer Lopez isn’t necessary for a campaign to succeed. According to a
2019 eMarketer
report, “A growing number of marketers are taking a back-to-basics
approach, scaling back their use of celebrities and megacreators for so-called ‘micro-‘
and ‘nano-‘ influencers who have smaller audiences but may actually use a
product and can speak authentically about it.”
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