Influencer Marketing — the Next Big Thing?

A trend that has become increasingly popular in the last year is influencer marketing. Influencer marketing uses celebrities or well-known people to garner attention and support for a brand or product. This trend utilizes social media marketing and content marketing, this it has become increasingly popular with the rise of social media.

Influencer marketing is really working and has many benefits. These influencers have fans. Their fans trust their word and this fuels a market for businesses. This also increases brand awareness. By picking the right influencer, businesses can both reach their target market and enhance their content strategy when they aren’t posting or marketing themselves.

There are several examples of influencer marketing done right. One of my favorite examples is make up artist Jaclyn Hill’s impact on Becca Cosmetics. In 2015, Hill used Becca Cosmetics, an Australian brand, in one of her make-up tutorial and raved about it. Sales of the product, the Shimmering Skin Perfecter Pressed powder, tripled in only a week and became one of’s top-selling items. This later resulted in a collaboration between Becca and Jaclyn Hill. The highly-anticipated, limited-edition Becca x Jaclyn Hill Champagne Pop highlight palette sold only in only 20 minutes.

More recently, influencer marketing went extremely wrong. Fyre Festival was a first-year “luxury” music festival in the Bahamas, scheduled for two weekends at the end of April and beginning of May this year. From tickets to amenities, some reportedly spent over $250,000 on tickets. Some of social media’s biggest stars promoted the event, including Kendall Jenner, Bella Hadid, and Emily Ratajkowski. From the moment ticket holders stepped on the island of Exuma things went downhill. Feral dogs scurried across the island, tents were only halfway built, and extravagant meals turned out to be cheese sandwiches with lettuce. Fyre Festival was eventually postponed, but the damage is done. This not has ruined the chances of success for future of Fyre Festival, but also is ruining the credibility of celebs that endorsed the event.

I personally think that influential marketing is a trend that will die out. All it takes is a few negative campaigns for stars to decide this is not worth it. I’m interested to see what will happen with influencer marketing in 2017 and years to come.

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