Influencers at Coachella

The Rise of Influencer Marketing

April 21, 2017 by Jessica Jacobs

We’ve all seen their online profiles. Beautifully filtered and filled with trendy outfits, in the coolest places, with good-looking friends, and topped off with a glass of rosé. Maybe you’ve even wondered what it’s like to be them (let’s be real…I know I have). We know (or at least we think) these people have amazingly impressive lives. I mean just look at their Coachella pictures — it’s as if they are all play and no work. But what you may not know, is that they are likely getting paid for the content that you see on your news feed.

Why does any of this matter? Well, to start, Instagram just announced they have hit the never-before-seen milestone of having 600 million users. And now marketers around the world are thinking: how do we reach those people? Cue the ‘a-ha’ moment, where those alluring influencer profiles come into play.

Influencer marketing is basically paying those individuals, whose profiles reach your target market, to post about your product. A classic example is Revolve Clothing, an e-commerce clothing website. If you don’t already know about #revolveinthehamptons, you’re about to find out.

Last summer, Revolve made it their mission to make their brand the coolest style guide of the summer. They sent their finest influencers to the Hamptons, acting as brand ambassadors for the company, capturing every moment on photo & video, and posting it to their social media channels (Instagram, Facebook, Snapchat…you name it).

The result? REVOLVE’s name was everywhere, and I don’t just mean social media-wise; I mean legitimately everywhere, in the sense that even the bushes in the lawn were created to spell out the brand’s name. #revolveinthehamptons so far, has generated 4,813 Instagram posts and hours of photos and video footage on Snapchat. It has also been reported that after that summer campaign, Revolve saw a 50% increase in sales, surpassing their revenue projections by 10%.

REVOLVE spelled out in the lawn

The rise of influencer marketing has generated a new wave of digital marketing trends. Today, there are even online tools to help you select, prepare, measure and report your influencer marketing campaigns. Take tapinfluence.com for example. This company claims up to 11x ROI for marketers who use their platform on influencer marketing campaigns.

Just think about it… When is the last time you actually paid attention to an advertisement? Whether it was on a website, a commercial, or dare I say it…in the newspaper? Personally, as an online consumer, advertisements are more of an annoyance than anything else.. And it looks like I’m not the only one that thinks so. A recent study found that 47% of online consumers use ad blockers, purposefully avoiding digital advertisements. If you ask me, that statistic alone makes for all the more reason to put that marketing budget behind a strategic influencer program.

It’s 2017, people… Pay attention to the digital world in front of you! Social media is, and will continue to be, the future. Let’s use it to our advantage.