INFLUENCE ME!

INFLUENCERS TRANSFORMING THE WAY BRANDS MARKET THEIR PRODUCTS

When we think of social media influencers there is often a negative connotation attached to them; however, I want to look past the surface level perception of them and delve into how much power they have in the world of social media marketing. Fashion influencer marketing has had a great reach in promoting fashion companies due to the increasing use of social media from consumers over the last couple of years.

Social media influencers can be described as individuals that have attracted thousands to millions of followers and have the power to affect a consumer’s decision to purchase products. They can often collaborate with brands and fashion designers and are paid to advertise the products, utilising their large following who seek information in their postings.

78% of fashion brands included influencers in their marketing campaigns in 2017 and in 2019 the market size of global fashion influencer marketing was valued at $1.5 billion. Being an ‘Instagrammer’ can now potentially be a six-figure job, depending on the follower count.

At this point in time, brands need to look at how they can work with influencers, as a collaboration with them is inevitable. Brands also need to have the ability to maintain a relationship with the power hitters. An example of an influencers being used a marketing tool in order to increase sales is on the website “LIKEtoKNOW.it”. It is an online service that provides an opportunity to connect consumers and retailers through influencers. It shows where to purchase the same or similar apparel items that influencers wear. It also encourages users to shop via online retailers.

Successful influencers post products that their followers want, but don’t have. Their socioeconomic status is apparent in their images and often demonstrates a luxurious lifestyle that many desire to have. Those with a high socioeconomic status can be perceived to be experts of what is aesthetically pleasing. The products they promote are more appealing to those that admire their lifestyles. The ‘doppelganger effect’ explains that the higher the socioeconomic status of the fashion influencer has, the more a consumer is wanting to mimic their lifestyle or purchase decisions. A consumer’s interest in the product is increased and motivates them to mimic the fashion influencer’s clothing consumption behaviour. It then leads them to actively seek out information of the products via social shopping services and leads to a further search for additional product information. Curiosity is increased when people perceive differences between what they know and what they want to know; as a result, they are motivated to seek info to fulfil their curiosity. Curiosity is a motivational factor in the decision-making process.

Influencers can have such a powerful impact on consumer decision. Brands can collaborate with them by offering a promotion with their name attached. This type of discount deal is another way to increase sales and ROI in a marketing campaign. Having a discount code specifically associated with a certain influencer will allow you to track their conversions. People are also likely to make a purchasing decision if they can save some money.

Brands can also consider working with micro-influencers as they could also be highly effective for marketing campaigns. This works best if the influencer has a significant engagement rate. Using a direct messaging strategy allows them to rely on the strong connections they’ve made with their smaller following to encourage them to seek information or buy.