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Influencers rule today's marketing

18.9.2017 Print

Personalities on social media have considerable influence on their audience. They are followed on a daily basis and their audience inclines towards dressing and eating in the same style as their hero. What is it that these people have? The answer is simple: attention. The attention of customers is something that today is not easily won.

Marketers even think that the customers whom they acquire by investing in influencer marketing are better for business. Why? Because they spend more money and are also likely to spread the word to their relatives and acquaintances.

Marketers around the world expect that they will pour more money into their influencer marketing. This marketing channel is turning out to be the most cost-effective online customer acquisition channel. It is also the fastest-growing one.

For many people, it works considerably better than both organic and paid searches. Its results are also better than those of e-mail marketing.

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Influencer marketing is on the rise

It seems that altogether 70% of teenagers who subscribe to YouTube feel that they can relate more to youtubers than to traditional celebrities. And it is clear that this insight does not apply only to YouTube, according to an article on the website of the Wharton school.

Recently, Emirates Airline got this right. They spent $5 million on Hollywood actress Jennifer Aniston who played a world traveller. This series of short ads for YouTube was quite successful: one of the spots obtained more than six million views in a year, which is not bad at all.

They also gave one very successful youtuber a luxury flight for free. He enjoyed this flight and shared the experience with his fans: he created two videos and received around 50 million views. The youtuber in question, Casey Neistat, is a technology startup founder. His audience consists of young people and aspiring young entrepreneurs.

Clearly, his involvement gave Emirates Airline lots of free PR: the brand appeared in numerous magazines, was mentioned in an enormous number of accounts on social media and managed to present itself as digital-first and progressive.

-jk-

Article source Knowledge@Wharton - the online business analysis journal of the Wharton School of the University of Pennsylvania
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