Remember the popular kids in high school? Maybe you were that kid, maybe you wished you were that kid, or maybe you despised that kid. Wherever you fit on the popularity spectrum, I’m sure no one saw the new level of popular in the world.
The popular kids used to be the caption of the cheerleading squad, the prom queen, or the student council president. Now the popular kids have hundreds of thousands of online followers, a presence nationally or even globally, and are getting paid to be, well… popular.
With a connected social world and the rapid speed in which internet sensations go viral, the popular kids, now known as influencers, can reach more people than ever imagined. On top of that, influencers reach a select niche audience. Advertisers are becoming more and more aware of this emerging opportunity.
Kylie Jenner posted a simple Instagram post showing off her new Fashion Nova jeans and received a ridiculous 2.2 million likes from her followers. There’s no doubt that Fashion Nova paid a pretty penny to have Kylie pose with their product, however, the return was surely worth it. With loyal followers, Kylie’s post first appears to be an organic post, only to be noted as an ad with the #ad at the end of the caption which will go unnoticed by many. Similarly to desiring to be like the popular kids in high school, Kylie’s groupies have a strong desire to be like her causing them to go on a shopping spree for the perfect pair of Fashion Nova jeans.
According to Forbes, 84% of marketers plan to execute at least one influencer campaign in 2017. Influencer campaigns don’t stop at Kylie Jenner either. Influencers are in all market categories from travel to makeup to athletic equipment to organic food. These campaigns also aren’t limited to social networks. Many influencers have strong followings on their blogs where they share in more detail about their experiences.
Through these influential people, advertisers can target their audience directly, make a lasting impression, strongly sway the opinions of viewers, and avoid waste. Forty-seven percent of online consumers use ad blockers which increases the effectiveness of people sending messages through their personal and un-blockable accounts enormously.
Internet stars come in all ages, genders, races, beliefs, cultures, lifestyles, personalities, etc. making it easy for advertisers to find the perfect fit for their company. As the social world expands, influencers are likely to do the same. You’ll be targeted through your favorite celebrities whether you know it or not.