For the past few years, influencer marketing has become wildly popular among teenagers and adult in various social media platforms. Many of us use social networking site such as Facebook, Instagram or Twitter to follow celebrities, public figure or famous people’s lives and at the same time, they are unconsciously influencing us on our thoughts, and feelings about a particular things. Us, social media users seen influencers as a trusted source of information because of his/her authority, knowledge and position about that industry and the market.
There is a relationship between a brand and an influencer. An influencer works independently to promote for products or services for a brand which mostly rely on the trust and loyalty they have built with their followers.
With the rise of technologies, easily accessible of internet connection makes influencer marketing a truly global phenomenon. One of the example is Kayla Itsines and her online presence.
Kayla Itsines is one of the fitness influencer on social media. With 11.2 Million followers on Instragram who inspires and influences women across the world towards a healthier lifestyle. As a fitness trainer, Kayla decided to make her presence online and constantly uploads her client’s transformation on social media site which later gain reputation as a fitness influencer who is able to have hundreds of thousands women worldwide subscribing on Itsines’ Bikini Body Training Guide program of $19.99 a month. Her fitness app ranked as the most downloaded app on iOS and google play in 2016 which were able to generated $17 million in revenues, (Forbes 2017).
Another example of a well known influencer on social media is Gigi Hadid, an American fashion model who has 46.7 million followers on Instagram.
As a modelling career, Hadid has gone to work with a lot of leading designer brands ranging from Tom Ford and Versace to Reebok and Victoria’s Secret (Biography, 2018). She continuously appear on international magazine cover and walk on the runways at every major fashion week.
One of the recent collaboration was Gigi Hadid with Tommy Hilfiger, an American premium clothing brand which Gigi was asked to design the ‘TommyxGigi‘ collection for Tommy Hilfiger brand. According to WWD, Gigi’s ambassadorship display a fantastic effect on their business. Within the first two days of the presentation, there was a 900 percent increase in the traffic to the brand’s website and 70% are new visitors.
As a model and fashion influencer, her ambassadorship for Tommy Hilfiger had created a ‘halo effects’ across the regions, resulting in a double-digit sales growth across the women’s categories.
According to Forbes, industry experts suggest a price point of around $1000 per 100,000 followers on Instagram, and standard price of $100 per 1000 views on YouTube. Marketers are questioning whether those marketing and advertising budget are worth investment? How will the effectiveness of influencer marketing being measured and will social media be the best solution to reach larger target audiences? What are your thoughts about social media influencer? Are they really powerful and effective for marketing? Feel free to leave a comment below! 🙂