A recent survey revealed 84% of marketers plan on executing at least one influencer marketing campaign during the next 12 months.
But what exactly is “influencer marketing”? Well, it’s the grey territory between an official testimonial and a subtle product mention, which is done almost in passing.
The best example is to imagine that you are back in high school. You walk down the hallway, backpack straps pulled tight. And suddenly, you stroll past the “popular crowd” of girls—who, metaphorically speaking, would be Kylie Jenner on Instagram.
You hear Kylie say in passing, “I love my Fashion Nova jeans.” Instantly you feel as though you know something no one else does. You know what she wears, and what she considers to be cool.
This is exactly what has happened. Kylie Jenner partnered up with affordable clothing brand, Fashion Nova, and in one Instagram post made this clear point (the photo gathering a stunning 2.2M likes): you don’t have to buy designer clothes to look like a superstar. You just need Fashion Nova.
The above example is a perfect case-in-point of what brands are now willing to pay big bucks for. It’s not exposure they want. Pure numbers and big promises of “impressions” are only half the value… [ read more ]
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