A perfect influencer collab doesn’t exi-
Influencer marketing is nothing new to our current online community. The impact and popularity it carries continue to grow as the days go on. Understandably, more and more businesses are beginning to tap into this effective way of selling their products and brands. Not only does this make the companies more visible to the world, but it also provides an opportunity for higher credibility and loyal networks. My point of view is if a company refuses to join social media it makes me question them honestly because social media provides an opportunity for consumers to unveil the company as a whole and make unique connections that otherwise would not exist. So when a brand gives the reins to its customers (to control a bit of the company’s narrative) it makes me feel like that company is secure in its products/services and values. All of these things make me feel like I can trust that business and recommend them to friends and family.
I think by now we all know what influencer marketing is: the relationship between a brand and an influencer that is shared with the world. As technology and the prevalence of social media increases, it is more difficult for companies to directly advertise to their target audience. Influencer marketing is a great way to get around this because brands can use influencers to build a beneficial relationship with their audience. This also means that increasing engagement can potentially build a lasting relationship between the brand and the customer.
An influencer brand collaboration that I would enjoy supporting would be the Youtuber, Claudia Sulewski, partnering with Coach x Sephora makeup collection. I have been a fan of Claudia’s for a few years because I identify with her style of clothes, makeup, and lifestyle. She has a way of experimenting- whether it be makeup or fashion, but somehow she always manages to make it effortless. She also often adds a vintage or 70s twist to the trends she recreates.
The makeup collaboration between coach and Sephora has quirky elements throughout, but some specs pull inspiration from the 70s. Coach has transitioned to a ready-to-wear brand and it has served them well. This makeup collection is a prime example of that! The makeup palette shapes are unique, but the product inside is wearable. The collab between Claudia and Coach x Sephora would not seem odd, in fact, I think it would have been enjoyable to see.
Influencer marketing is something I see every single day as a social media consumer, but I am often skeptical. Regardless of my skepticism, there are millions of trusting people who follow influencers. The collaborations between brands and influencers need to make sense and not come out of the left field.
Citations:
Council, Y. (2018, July 30). Council post: UNDERSTANDING influencer marketing and why it is so effective. Retrieved from https://www.forbes.com/sites/theyec/2018/07/30/understanding-influencer-marketing-and-why-it-is-so-effective/?sh=1d31a3f171a9