Social Media Influencers
To forge alliances with people who can build relationships, many businesses today use social media influencers as part of their marketing strategy. Regardless of the size of their audience, an influencer can reach consumers through their social networks and blogs that your own brand might not otherwise reach.
Statistics show social mentions are driven effectively by mid-level influencers such as bloggers – even those who have a relatively small but loyal audience. Studies further indicate that influencers are commonly defined as having three characteristics: 79% of respondents say influencers can create reactions and mobilise opinions, 73% believe influencers’ large online communities focus on specific topics and 62% say influencers have a “significant” share of opinion on any given subject.
Social media influencers’ impact on marketing campaigns is steadily increasing, as they are perceived to be experts in their field and thought-leaders, making them effective partners when it comes to sharing a brand’s message and driving business your way.
The top social media influencers of 2017 are in every field – from fashion and beauty, to pets and parenting. Among the top influencers in the fashion industry is Italian blogger Chiara Ferragni from Milan. Her fashion blog, The Blonde Salad, launched back in 2009. By 2015, Ferragni was the subject of Harvard Business Review’s first case study of a fashion influencer. She has 7.3 million Instagram followers and has collaborated with a number of top brands, including Gucci and Guess. She also has her own line of shoes.
Dutch makeup artist Nikkie de Jager has attracted a following of more than 7.2 million people on Instagram, since she started out in 2008. She announced she was collaborating with professional line Ofra in March 2017. Telling followers, “I’m all about the glow,” she also has more than 6.6 million subscribers on her YouTube channel.
In the world of gaming, Mark Fischbach set up his YouTube channel in 2012, when he was a 22-year-old medical engineering student at the University of Cincinnati. After watching other gamers’ videos, he started thinking up ways that he could be different. He soon became known for his quirky commentaries and playthroughs of indie and survival horror games. His videos have been watched more than seven million times.
In the field of parenting, Meg Resnikoff and Elle Walker launched What’s Up Moms. The duo were friends at Stanford University and became mothers at the same time. Their blog began when Walker was looking online for video tips on travelling with a baby. On finding that information was lacking, she linked up with Resnikoff to launch their own parenting channel. With 35 million views per month on YouTube, the duo employs 10 people and have partnerships with Pampers, Tide and more.
Even animals can be social media influencers: the best-known cat on the internet is surely Grumpy Cat, who became famous as a meme thanks to her permanently grumpy expression – the result of an underbite. Her unusual face led to sponsorship opportunities, including becoming Friskies pet food’s official “spokescat” in 2013. Her owner, Tabatha Bundesen, also has licensing deals with Gund and Hot Topic.
If you’re looking for help and advice on finding the right social media influencers for your brand, can assist you in increasing your brand’s visibility and social presence with our social media management services. Obtaining the relevant social signals from platforms such as Twitter, Facebook, Pinterest, Google+ and LinkedIn can make all the difference to your marketing endeavours.