Why call it Influencer Marketing
Why call it Influencer Marketing? If you're in the world of marketing, the term "influencer" has been used increasingly by everyone within the industry.
The evolution of social media from blog sites to YouTube, Instagram and Snapchat, have allowed those that normally would not have been noticed, their time to shine. From toy reviews by adult women and men, unboxing videos, make up tutorials and other niche topics, if your content is good, interesting and you have a camera phone, it can be the start.
But what we all term as Influencer Marketing actually has been around since the 90s. Back then, it was corporate based, where you worked with a brand, found the right people who were tastemakers and could move others to be interested, follow and even purchase the item. From Sex and City promoting Magnolias Bakery (which catapulted the brand and Bleeket Street itself) to the music industry wearing an unknown designer and making them a household name, it was a form of Influencer Marketing. For brands to continue to modernize their content, it's necessary to work with those that have a vision, a following but quantity doesn't always mean quality. Someone may have 800k followers on Instagram but this may not equate to increase views or sales for the brand they represent. This is still a dance between brands, validation through data and if there's a return on the investment. So what to do? Brands need to continue to generate content and working with bloggers, vloggers, Instagram influencers are now the new norm. But keeping it authentic is what will decide the success of the partnership!
