Most people aspire to unite influencers with social networks. However, influencers have existed for much longer than most people think and can date back to the Middle Ages with kings, popes, knights, counts and artists.
In recent years, influences have exploded in popularity on social media platforms such as Instagram, YouTube, Facebook, Snap, Pinterest and TikTok. This resulted in the emergence of 4 different influencers: nano, micro, macro and known influencers.
Picture courtesy Tribe
Brands, both large and small, are jumping into the space of influencers with increasing speed. So it may come as no surprise when the market is predicted to be worth more than $ 15 billion by 2022. Here’s a fresh look at some of the creative ways brands use influencers plus key stats and labeling tips.
The beauty of the Internet is that it is now easier than ever to discover new products and services. Brands are aware of this and are aware that influencers are one of the main ways people discover new products and services, much more than by traditional means.
Recently statistics show that “71% of consumers prefer to discover brands themselves through channels such as friend recommendations, browsing stores or Internet searches, rather than through traditional forms of push advertising, with recommendations acting as a valuable tool to encourage discovery.”
Nowadays, one of the fastest ways to raise awareness about a new product is for many influential officials to talk about it at the same time. Introducing Ivy Park X Adidas in January this year. On the eve of the presentation of sportswear, a number of influential players and celebrities received boxes of clothing from brands and posted them on social media, amplifying the public about it. The result was that the line sold out within an hour of release, showing the effect of such efforts.
Break stereotypes through sensitivity
Many notable artists like Marvin Gaye, Aretha Franklin and Alice Cooper, at some point, called Detriot Home. Despite Detroit’s celebrity status in pop culture as a place driving new trends, he had trouble “shaking off” a Bronx-like image, and in 2018 is synchronized the worst city in America to live in.
To expose the Detroit stereotype, Bedrock real estate he launched an influential campaign through the film to showcase the positive aspects of the city and make locals feel like they were coming from Detroit. The video he gained over 150,000 views and was backed by local influences like Big Sean who narrated a video showing his sensitive side, Shinolu and Detroit Bikes.
Take advantage of ‘new normal’
The COVID-19 pandemic has changed the way we work. Finally, working from home has become the new norm. To take advantage of the routine of ‘our new’ work from home (WFH), Canadian clothing brand Henri Vézina has launched an advertising campaign featuring male models in half-suits.
Picture courtesy Henry embroidery
Although the campaign did not directly benefit influencers; however, it has managed to generate a lot of chatter across social media by connecting our new unfounded reality that many of us work from home and use Zoom to hold meetings in the workplace. The result is a creative advertising campaign in the 100s influencers who organically share the campaign.
Curator painting and branding
A brand is always as strong as the public’s willingness to buy from it, and the public is more likely to financially support the brand if it responds positively to its branding and public image. That is why brands invest huge resources in building a specific image and perception in the public.
Take for example Victoria’s Secret, which used to be the world’s top lingerie brand that has meanwhile lost significant market share amid allegations of body embarrassment, transphobia and lack of diversity. When FentyXSavage, a newer line of lingerie, came out with the intention of taking over Victoria’s Secret, they took care of themselves as the “antithesis of Victoria’s Secret,” and that was done in part with influencer marketing. They collaborated with plus-size, transgender and color influencers are thus defined as diverse and inclusive.
Stimulate ‘hidden’ public demand
The power of influencers to drive public demand for certain goods and services is difficult to overestimate, as has been proven many times in the past. Take beauty blenders; soft sponges used to apply makeup. They were first created in 2009, but it wasn’t until the mid-2010s that influential beauty figures began calling them names in makeup tutorials and review videos.
At that time, an unknown cosmetic tool was considered a necessary item for everyone’s make-up set and exploded in popularity. According to an article by WhoWhatWear, 17 beauty blenders are sold every minute. This means that the power of influential marketing can stimulate public interest in new products that they were not otherwise aware of.
Campaign tips and tools
If you are considering running a micro impact campaign, here are some useful tools you might want to consider:
- Impact detection platforms: There are various influencer platforms that you can use, such as Influence,, Influence,, Tribe,, AspireIQ, i Post for rent.
- Analyze your connections: You can use the Chrome extension Otkrijte.ly Analyze your email addresses, LinkedIn and Facebook connections to find out if you or your friends have connections with influential people.
- Influencer profile revision: There are a number of tools that allow you to analyze impact profiles, including engagement rate, follower authenticity, etc. These tools include Influence,, Clean,, Hypeauditor, i Analysis. Infactica can also be used to analyze banned TikTok user accounts.
- Web scraping: Octoparse can be used to extract tweets and Instagram posts, and include other tools with similar features Parsehub and Scraper.
The impact of influencer marketing, not only on purchasing decisions, but also on popular culture, cannot be overestimated, and this is reflected in increased budgets for influencer marketing in recent years. Here are a few key statistics you must know:
- Influencers are on their way to replacing celebrities as gateways to consumer confidence, as 6 out of 10 teens believe influential people in celebrities.
- Impact marketing campaigns earn a 650% return on every dollar spent
- The influential marketing industry is expected to reach $ 10 billion by 2020
Google Search “impact on marketing“They have grown huge 1500% and it is clear that influencer marketing will stay here. Influential marketing has managed to snatch a significant portion of the work and power out of traditional marketing because it does something the latter could not; create true connections.
For most people, their favorite influencer is not necessarily the celebrity they idolize, but a fellow civilian who relates to them and creates content that is relevant to them. Basically, influencers act as trusted friends to their followers, which means they are more likely to buy whatever the influencer recommends to them.
That turned out to be the case in influencer marketing providing a higher return on investment to those who use it, as well as relevant recommendations for products and services for consumers who benefit from it.
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