Influencer marketing is a relatively recent trend, which focuses on using online personalities to drive a brand message to the wider market. It is fast becoming a tool that different sized businesses are using and is particularly successful when partnering up with influencers, like YouTubers and bloggers, to advocate the chosen brand. Asda recently got in on the action and hosted its own YouTube channel, which featured established YouTube stars such as Zoella. Similarly, Chanel invited well-known bloggers to their production facilities and flower fields in Grasse, France, for an inside look at the making of Chanel perfume, in return for positive brand messaging across their online platforms.
Essentially, the influencer marketing concept creates a platform to foster partnerships between brands and influencers. This relationship gives the brand a greater level of credibility, as consumers tend to see through fabricated stunts, and tend to trust influencers who are similar to them. 92% of consumers said they trust an influencer more than an advertisement or a traditional endorsement, including celebrity endorsement, as it is more authentic.
However, as Influencer marketing grows, a new form of ‘micro-influencing’ has also developed as a result. Micro-influencers are online personalities with a smaller following in comparison to ‘super influencers’, like YouTube star Michelle Phan. It’s thought that they are even more successful at promoting a brand, as they are more authentic than the new generation of celebrities, the YouTubers. Micro-influencers offer a unique point of view and reach a more targeted audience, opening up the market to businesses and potential partnerships.