6-2 Blog: Marketing Perspective
I follow a lot of influencers on social media– mainly on Instagram and TikTok. I am truly amazed at this aspect of social media marketing, and how the power of an influencer can hold so much responsibility and well, influence. My favorite influencer is a young 28-year-old named Deanna Giulietti who I started following early 2020 on TikTok from word of mouth. She sang on Broadway and on cruise ships and that always interested me. I started to really love everything about her and her platform. She has 1.5M followers on TikTok and is known for her “Outfit of the Day, the OOTD, the OOHTADAH” theme to her videos, as well as peeping the shoe – she is able to create great influence to other young people by advertising different pieces of fashion in her videos. In fact, as a surprise in August of this year, my husband contacted her social media manager via email to set up a meet and greet with her in Times Square as an anniversary present on our trip to NYC. She made a TikTok and Instagram Reel about her getting ready before hand and finally meeting us in the rain. She then invited us to both make a TikTok which she named her “Outfit of the Day - Anniversary Edition”. One video had 445k views and 68.5k likes and the comments were kept positive and her followers loved it! This was her first ever follower meetup and although she wasn’t marketing anything, this did really well for her brand. The great thing is, she also seemed very genuine and hung out with us for about an hour!
Her two videos are here:
Deanna Video #1
Deanna Video #2
·
What do you notice about this type of marketing?
Social
media influencer marketing is very popular right now. Lots of companies reach
out to these young influencers to partner with them to get the word out about
their own products. It’s a newer way to advertise for a product or brand and
companies must be on board. The lockdowns of 2020 were a perfect way for most
brands to utilize influencers as most consumers preferred doing everything
online, and it is anticipated this strategy will only become more and more
popular (Kastenholz,
2021).
·
What strategies are they employing?
Influencers
are utilizing their own popularity and branding in order to connect with their
audiences. For instance, Deanna, the influencer mentioned above did a live one time
about denying a brand because she felt it may make her look bad. Instead, she
would go for a brand and partnership with a fashion/makeup/skin company in order
that her audience can connect with. She recently partnered with Athleta for
comfortable workout, or everyday looks and used some of her own taglines that
became popular in the short advertisement.
·
What role do these influencers play in marketing?
I
feel influencers play the role as the messenger in the marketing campaigns.
They try the product or do a live with the product then let the consumer know
about it. They create the material, sometimes with some production help, but
for the most part, the creation is happening from their phone or some sort of
video recording device. They combine their own brand material and also the messaging
from the company (Kastenholz,
2021).
·
How does the use of marketing perspective impact the
relationship between the company and consumer?
The
use of the influencer marketing perspective allows the consumer to go directly
to the company. In fact, some brands will allow the influencer to giveaway a coupon
code for a certain product or sale such as Cyber Monday. Affiliate marketing
also allows another form of reach to the consumer as the consumer can simply click
the link on the influencers post allowing them to earn a commission/percentage
of those sales (Bradley,
2021)
References:
Bradley, S. (2021, November 8). How
much money Instagram influencers make. Business Insider. Retrieved November
29, 2021, from https://www.businessinsider.com/how-much-money-instagram-influencers-earn-examples-2021-6.
Kastenholz, C. (2021,
February 26). Council post: The importance of influencer marketing in the
'new normal' digital sphere. Forbes. Retrieved November 29, 2021, from https://www.forbes.com/sites/forbesagencycouncil/2021/03/02/the-importance-of-influencer-marketing-in-the-new-normal-digital-sphere/?sh=247bde061448.
Deanna TikTok Video Links:
Giulietti, D. (2021, August 27). TikTok. Retrieved November 28, 2021, from https://www.tiktok.com/foryou?lang=en&is_copy_url=0&is_from_webapp=v1&item_id=7001230487591111941&sender_device=pc&sender_web_id=7029898825242461701#/@deannagiulietti/video/7001230487591111941.
Giulietti, D. (2021, August 27). OOTADAH: Anniversary Edition. TikTok. Retrieved November 28, 2021, from https://www.tiktok.com/foryou?lang=en&is_copy_url=0&is_from_webapp=v1&item_id=7001230487591111941&sender_device=pc&sender_web_id=7029898825242461701#/@deannagiulietti/video/7001230487591111941.
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