Influencers and Marketing Perspective
Influencers and Marketing Perspective
by Andrew Woodcock 04/11/2020
Influences have become both famous and notorious within the last decade with their direct (or indirect) presentations of products or services. When I use the word notorious, it is not meant in a way that they did anything "wrong" or "bad". I mean that some may have unethical motives to push for free products/services rather than companies seeking out these influences. But aside from that, most everything else is positive when it comes to successful influencers.
Where To Begin?
It can be noticed that this type of marketing starts out sometimes unintentionally. A beginner blogger or even just someone uploading their home videos on YouTube can catch the eye of a company or organization because of the presentation that was given by the individual. This also does not happen overnight, many influences start out with a blank page that eventually gets filled as long as they remain consistent and have access to the content in which they attract their target audiences. Personally, I lack in both of the aspects of consistency and accessibility to what I like to share. But, it is because of my inaccessibility that leads me to connect and watch influencers that do provide the content I enjoy.
A Strategy?
The strategy that influences and the companies that they focus on have a symbiotic relationship that doesn't necessarily revolve around the exchange of cash. Successful influencers get their income primarily from google ads that are shown on a website or their YouTube channel. At the same time, companies that seek out these influencers rarely give monetary compensation out of their budget. Instead, companies provide free products or experiences for these influencers in which they can then create content on their digital platforms showcasing what the company did for them. These influencers play a role that resembles a third party marketing firm without the need of companies paying large sums to pay for advertising. In addition, influencers can also gain the title of "celebrity" which can either be passively generated in a positive way or be based on notorious means.
Connecting Consumers
Influencers, in my opinion, have more of an affect on relations between consumers and companies more than paid advertisements. As a consumer, I find more entertainment and enjoyment watching an influencer on YouTube over watching a paid advertisement online or on TV. Successful influencers have the ability to bring a first-person perspective to a consumer like me that helps connect me to what I enjoy. An example of this would be me and my wife's favorite influencer(s) Tim Tracker, his wife Jenn, and recently their baby boy Jackson. Tim and his wife are the most successful YouTube contributors in Florida with their focus on Disney and other theme park entertainment properties. What my wife and I like about their content is that it is never scripted and very organic. It has a very "home video" feel and their "influencer" status only becomes apparent when they are invited by Disney to an event or even free experiences. But it's that connection that I feel when I watch Tim, Jenn and Jackson that gets me excited for traveling and Disney. That is why they are a successful pair of influencers that don't "push" content from a company but rather influences viewers to connect with a company based on their own experiences.
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| Tim and Jenn Tracker (photo from TimTracker.com) |
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