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How did that happen? The rise of influencer marketing

  • News
  • October 20, 2017
  • Courtney Devereux
How did that happen? The rise of influencer marketing

‘Influencer’ marketing is making use of well-known people on the Internet to market your product or service. These influencers are people with a huge follower base and authority to influence their fans or followers in some way. From clothes to make-up, tampons to towels, any kind of company can easily select and use an influencer for any campaign or product and see results.

You may be thinking to yourself – ‘influencer marketing is nothing new’. And you’d be right to think so. The act of using highly regarded and influential individuals to endorse consumer goods and services has been around for centuries, most recognisably when popular celebrities feature in advertising campaigns.

But something has changed recently that has sent shockwaves through the marketing world. This is, put simply, that the current influencers brands are able to work with are infinitely more humanised, approachable and accessible than ever before.

Influencers were discovered largely thanks to the power of social media. And with consumers now spending up to five hours a day on mobile devices (and over half of this time interacting on social media platforms), influencers are evolving as key opinion leaders for specific niche groups, attracting intimate, interested and engaged followings.

It is not surprising brands have tapped into the massive market in order to get their message across. Instagram has over 700 million users, sees 95 million photos and videos per day and users ‘like’ 4.2 billion posts per day.

It’s no surprise these platforms have become host to a significant number of marketing activations. Influencer marketing is generating a mammoth return for companies by connecting brands to individuals in a personal and powerful way. It’s the digital version of word-of-mouth. These influencer-led endorsements are considered trustworthy, authoritative and exponentially more effective than traditional advertising mediums.

According to Google statistics, in the last 12 months alone there has been a 325 percent increase in searches for ‘influencer marketing’. Results from a survey of 272 marketing managers surveyed online globally in 2017 said influencer marketing is the fastest-growing online customer-acquisition method.

Also according to this survey, 37 percent of brands now dedicate a budget for this type of marketing with a 67 percent chance to increase this budget over the next 12 months.

Influencers are seen as more ‘relatable’ than a standard celebrity, which can be why consumers look to them for trusted products and authenticity of sale.

Over the next few years, more and more brands will begin to align themselves with social media influencers as a result of customers expressing an increasing preference for 'authentic' opinion over and above the voice of the brand itself.

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Sneak a peek inside the February/March issue of NZ Retail magazine

  • News
  • February 23, 2018
  • The Register team
Sneak a peek inside the February/March issue of NZ Retail magazine

The latest issue of The Register's print magazine, NZ Retail, is winging its way to subscribers right now. This time, we focus on how poor waste minimisation is sending retailers slip-sliding away from consumers' good books; how to make Amazon work for you; new developments to watch across New Zealand; and retail's top five fastest-growing categories.

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topics
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 

Bambi Boutique: The launch that influence built

  • News
  • February 22, 2018
Bambi Boutique: The launch that influence built

Bambi Boutique is the latest venture by Auckland business tycoon, Iyia Liu, proving time and time again that influencer marketing is the key to quick growth. The Bambi Boutique launch went off without a hitch, while Liu’s influence saw the launch almost completely subsidised by the vendors involved.

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Technology

Looking at retail inside and out: Simon Pound talks Vend, ventures and diversification

Simon Pound worked with retail tech company Vend for more than four years before shifting to become a partner at ventures start-up Previously Unavailable in ...

 
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