How To Optimize The Potential Of Brand Influencers

How To Optimize The Potential Of Brand Influencers
Advertising

PSFK researchers explore how brands are leveraging influencer marketing to build brand awareness and strengthen customer relationships

PSFK
  • 24 january 2018

Online influencers are everywhere, whether a fitness or beauty idol on Instagram, a thought leader on Twitter, a humor vlogger on Youtube or a favorite gamer on Twitch. They clearly have a strong presence, but just how important are they really to the larger advertising space?

PSFK researchers took a closer look at how how brands are leveraging influencer marketing to build brand awareness and strengthen customer relationships. We analyzed the ways companies are empowering influencers to create content, engage the community and provide expertise and feedback. As an outgrowth of this practice, we are seeing the emergence of AI-driven platforms that connect brands with exactly the right influencers.

So exactly how much influence does an influencer have? In China, a recent study showed that influencer posts are as much as 8 times more popular that brand posts.

As part of a trend we are calling ‘Exclusive Experiences,’ PSFK researchers analyzed how brands and influencers have a unique opportunity to invite fans to participate in one-of-a-kind events and engagements with the goal of amplifying buzz and impact through social sharing. Here are a few of the most impactful examples:

Adidas 
The athletic brand created an exclusive, invite-only mobile app Glitch to launch and sell a line of soccer cleats, relying on micro-influencers to build buzz and engagement. Thirty players from football academies across London helped design, name and promote the app, which is the only channel where soccer fans can test and buy the shoe. To join, participants need an invite from an existing app user.

Reebok 
Athletic footwear brand Reebok worked with retail marketing firm Experticity to let a 1,200-member group, including sneaker salespeople and running club instructors. sample the shoes for free. Then it collected their reviews through review software platform Bazaarvoice before the product launch. Reebok didn’t pay extra for positive product reviews; the only compensation was free sneakers.

E.l.f.
Beauty brand Elf enlisted top social media beauty influencers to be onsite at its annual Beautyscape influencer event at SXSW, to live stream the first-ever augmented reality live stream beauty network within the YouCam Makeup app. The interactive beauty live stream debuted at elf’s Beautyscape event and continued throughout the weekend at the at the official SXSW e.l.f. Beauty Break Lounge in Austin, Texas.

In the massive and sometimes overwhelming world of online advertising, influencers provide a necessary touchpoint for consumers to filter brand messages through the lens of something personal and relatable. The power of an influencer lies in the ability to connect with a wide range of people as a sort of digital friend. The role for brands in this space is to provide the structure around these interactions, and structure a feeling of community around the audience and influencer that generates the unique feeling of exclusivity through interaction. For more on this topic, check out our recent research paper Optimizing The Potential Of Influencers.

Online influencers are everywhere, whether a fitness or beauty idol on Instagram, a thought leader on Twitter, a humor vlogger on Youtube or a favorite gamer on Twitch. They clearly have a strong presence, but just how important are they really to the larger advertising space?

+advertising
+apparel
+Asia
+beauty
+Brand Introduction
+chat a researcher
+china
+Design
+Europe
+Fashion
+fitness / sport
+influencers
+Market Research
+Marketing
+mobile
+Product Promotion
+retail
+Social Media
+Social Media
+sport & fitness
+technology
+UK
+USA

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