Why do Top Brands Invest Heavily in Influencer Marketing?

Influencer marketing campaigns are the fastest growing thing in digital marketing. Brands are investing heavily in influencer marketing for its incredible benefits, such as follower engagement, traffic, and more authentic content.

Influencer Marketing

Influencer marketing utilizes an existing community of engaged followers on social media, who have influence over an audience or a niche you might be trying to reach and can prove helpful marketing to those buyers.

Do not confuse influencer marketing with celebrity endorsements. While the latter are simply brands hiring celebrities to sell their product or service, influencers’ endorsement of a brand is trusted as more valuable content. Influencers are seen as being selective about the partnering with brands that reflect their unique persona.

To help you understand how brands are using influencer marketing, here is a list of ten great influencer-driven campaigns.

Subaru’s “Meet an Owner”

If you wanted to learn more about a car to buy, the best way probably is to talk to an existing owner. That’s exactly what Subaru did with its 2017 Impreza compact. The company knew that the buyers for the new car will be millennials. Since it is known that millennials rely heavily on third-party reviews and word-of-mouth when making a purchase, Subaru connected potential buyers with loyal Subaru owners who loved their cars.

As an influencer marketing campaign, influencers like magician Zach King (@zachking), artist Jay Nelson (@jay) and stuntman Devin Graham (@devinsupertramp), shared videos and posts featuring Subaru.

Since the brand was positioned around the idea of adventure, these bold, adventurous influencers were perfect to engage people with similar interest in pushing forward into new frontiers.

But do not forget that Subaru remained in the background while each of the influencers retained their own style for the videos and posts they contributed. This style of marketing looks more authentic than coming from the brand itself.

Fenty Beauty by Rihanna

Rihanna’s Fenty Beauty arrived in September 2017, right with the NY Fashion week. The makeup line launch came just at the right time with a breathtaking range of shades for women of color.

The marketing campaign used a celebrity like Rihanna as an influencer to reach specific target audiences across social media. Rihanna (@badgirlriri) influenced other major beauty bloggers and influencers, such as @themsdebdeb, @acondria and @kyliejenner which created a stupendous interest in makeup and inclusion.

Sprint #LiveUnlimited

Sprint collaborated with actors, musicians and entrepreneurs to get the eyeballs of a massive young audience. Sprint’s influencer campaign #LiveUnlimited features influencers like Lele Pons (@lelepons), Prince Royce (@princeroyce), Gerard Adams (@gerardadams), and Rachel Cook (@rachelc00k). Their massive social media presence allows Sprint to instantly connect with their audience since these influencers naturally embody the appearance and lifestyle of #LiveUnlimited.

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