Influencer Marketing, also known as "word of mouth", is the process of brands getting their message out through people who are influential to their target market.
It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.
Although a consumer may love a brand he/she is weary of the message distributed by them. However, posts created by influencers, even when #ad #sponsored is included, aren 't scrutinized to that level and are seen as more organic. Based on this, today 's consumers turn to their peers for recommendations and never buy before doing their research. Don 't believe me?
92% of consumers
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Organic Influencer
While celebrity or niche influencers may have little to no connection to your product or service, organic advocates truly love it. These people do not need compensation or any convincing to promote your brand – because they already do it!
Organic advocates can be difficult to find, since they usually have a small audience, but they can be integral to your success. Audiences are often tuned in to celebrity and niche influencers’ inauthentic enthusiasm for your brand, which could turn them off of your product or service. With organic advocates, authenticity is never a problem. While their reach may not be huge, organic advocates’ loyalty to your brand could more than make up for it.
2. Niche Influencer
If you’re looking to appeal to a more targeted audience, niche influencers may be the right match. These are bloggers, YouTubers, Viners and Pinterest stars with millions of followers who are focused on a specific topic, such as beauty, food or travel. They are often viewed as down-to-earth and like “regular people,” so their audience feels intimately connected, resulting in a massive amount of
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Begin by getting on their radar by becoming an active follower of their social outlets.
Next, reach out with a customized pitch. If you have access to their email that would be preferable. If not, communicate via the platform you found them on and then move it offline. Tell them why they make a perfect fit for your marketing campaign. For celebrities and some niche influencers, you will probably have to go through an agent. That 's fine, just be professional, polite, and again connect the dots on why their client would be a perfect fit for your campaign.
Tip #5
They said YES, now what? Agree on expectations. Make them as specific as possible; without actually telling them what to say. Remember, the point is authenticity. Plus most influencers won 't work with you if you give them a canned script.
Expectations can be something like, "We would like three tweets on "X" date utilizing the following #hasthtag.
Not sure about the proper use and creation of hashtags, check out this post. Remember, when it comes to #hashtags the point is to get a conversation started. Through planned expectations and a catchy #hashtag have influencers ask their followers to join in the
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Check your supermarket, there could be lies on your food, telling you that what you are eating is organic and cared for but most of it is not. The documentary In Organic We Trust by Kip Pastor focuses on organic foods, what they are, how they are grown, and what makes them “organic”. What he finds is shocking and relevant to society today in every way possible. Pastor proves this to the audience by using a strong form of logos throughout the documentary. He conveys it to those watching by using pathos to play on their heart strings, but lacks via ethos to win over the rest of the audience. A great job is done in this film of convincing the audience that Pastor is on their side and fighting for the health of America, even questioning what “organic” actually is.
Steven Shapin is an expert when it comes to telling people the reality of the situation. In his, article “What Are You Buying When You Buy Organic?” Shapin exposes and explains the truth behind the word organic. He explains that our view on organic is not a reality. The small farms that we picture in our heads are really just big business in disguise and these big businesses are trying to do good by supposedly not using harmful pesticides. Which are supposed to not damage the environment but in reality they are probably not making any sort of difference. Some people care about the environment, while others are buying taste when it comes to organic food but using different pesticides are going to help the taste, only freshness tastes the best.
The taste of the processed chicken from my elementary school cafeteria remains imbedded in my memory. I can still taste the chunks of chicken that could not be broken up by my teeth, and the tired, lazy feeling I had walking back to my next class. This is the exact situation organic farmer and producers are trying to avoid by making healthy products. The documentary, In Organic We Trust, attempts to persuade the viewers that organic products create a healthy lifestyle, and improve living conditions for people all over the world. Kip Pastor’s use of ethos and logos in his documentary are strong and provide supporting evidence, however, Pastor is lacking an abundant amount of pathos. Pastor incorporates logos into his documentary by allowing the audience to experience a multitude of facts and supporting evidence. Ethos is used in the film through Pastor’s interviews with professionals, and pathos is shown by the touching stories of individuals.
Have you ever wondered if organic foods are actually better for you? What if organic foods are not actually healthy and are just an immense scam from food companies to take your money away from you? In the documentary, In Organic We Trust, the narrator Kip Pastor attempts to persuade the viewers that, although the food system may be flawed, organic foods are actually better to consume. Pastor’s use of pathos and logos in this documentary are extremely credible and well structured, but the ethos Pastor provided in this documentary are not as well structured as the pathos and logos. Pastor does an excellent job in structuring the film In Organic We Trust, in an attempt to send his message across to the viewers. In the documentary in order to prove that organic foods are better than regular industrialized foods, Pastor uses the three different types of arguments pathos, ethos and logos. The film starts off by Pastor introducing himself and stating why he believes organic food are better showing his pathos and ethos. Then, Pastor goes on to explain numerous misconceptions about farming and how foods are grown, therefore showing his logos. Throughout the whole film Pastor explains the truth about farming and not sugar coating anything in order to prove his message.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Organic has long since been a highly accredited term for food. To be organic is to be pure, natural, and above the dirty industrial system that food production has become. This definition however has become tainted. The truth is that organic foods are anything but healthier. In Michael Pollan’s research book The Omnivore’s Dilemma the validity of organic foods are discredited. Pollan argues about organic food, as it is misleading consumers.
As a marketer, visible content is king when managing a brand. In addition, Instagram is a great place to advertise a new idea or product. However, it is important that if a company decides to use Instagram as a channel for marketing, that they pay attention to two variables. These variables are: The audience and the content.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Consumer Perception: Even though consumers’ have become conscious about the kind of food they buy; there is not a clear understanding and implication of “organic”. They are also not able to tell the difference between “natural” and “organic” on product labels. The gap is even wider for consumers that have never purchased any kind of organic food till date.
Organic food is food that is grown without any pesticide or fertilizers. In recent years, sales for organic foods are increasing every year. A lot of people go to supermarkets in order to buy some organic foods, because they think that organic foods are healthier than conventional foods. People purchase organic foods for different reasons such as personal health, the quality of organic foods, and taste, but the most important reason is personal health. The topic that whether organic foods have more benefits or not is very controversial for a long time. Maybe some people believe that organic foods are beneficial to human health, but some other people disagree with the viewpoint, so buying organic foods depend on people’s choices. People believe organic foods are healthier because they generally think organic foods have less pesticide and fertilizer residue, more nutritional values, and are beneficial to environment.
Thirty years later, organic farming was in high demand, but suffered developing pains. Although there was agreements being made, there was no regulations put forth towards organic farming. Fast forwarding to present time, many consumers are starting to purchase organic food products even making it a trend. Written in Inouye, Alena, and McCauley’s 2006 article “Organic Farming Should Be Pursued”, “organic farming is gaining in popularity due to Americans ' increasing concern about food safety and environmental protection.” This quote assumes the reasoning behind the sudden popularity in organic farming is society’s attraction towards the idea of a cleaner food industry and environment. The article also mentions, “As a result, sales of organic foods in the United States have increased by more than 20 percent every year since 1996, reaching $7.8 billion in 2000.”(Inouye, Alena, McCauley) The fact that popularity towards organic farming grows at a rate of 20 percent every single year further proves how its movement has such an impact towards the consumers of
Larger businesses can afford to have celebrities promote their goods and their brands. Your small business is going to struggle in this regard, but you may be able to cross promote with another influencer if he or she operates within your industry or niche area. Here is a guide to using influencers for companies that wish to dip their toe in the world of Instagram influencers.
Be specific. To target through a specific audience, your hashtag should be specific. A specific hashtag has a higher chance of reaching your audience than using one that is too generic. Generic terms might turn out with a lot more audience, but will not help you zoom in on the people that you want. It just means you are reaching more people, but majority might not even be your audience.
Instagram continues to play an essential role in influencer marketing. The market for influencer marketing continues to grow! Therefore, you want to expose your brand to fresh audiences, you should see if partnering with an Instagram Influencer is worth your while.