How Influencers Have Changed The Face of Digital Marketing

Author: Myk Baxter

Following the evolution of digital marketing over the last decade, the majority of us now opt to shop through social media rather than through a traditional website, and there is one group of people who are at the forefront of this change: Influencers. 

Also known as bloggers, vloggers and content creators, this cluster of passionate individuals continues to expand, due to the development of new apps (such as TikTok) and due to the ability to earn an income from sharing paid content with their loyal followers. 

In today’s blogpost we will be sharing an insight into how some of the world’s biggest brands are using these streetwise creators to promote their brands and services through the world of digital marketing. 

A Simple #AD

When scrolling through Instagram, we will most often see either gifted content between a creator or a brand. As one of the most effective (and budget-friendly) practices, the act of a brand gifting items to an individual and encouraging them to promote it across their platforms can have a staggering impact on sales, conversions and engagement – without the brand having to dig deep into their marketing budget. 

Affiliate Marketing 

About gifted advertisements, affiliate marketing is also common in the world of influencer campaigns. Most often featured with an Instagram ‘swipe up’ link or in a YouTube video, an affiliate link is the act of an influencer earning a small amount of commission for every sale that is generated, whether it may be for a makeup item or an app. 

Brand Collaborations 

From e-commerce giants such as Missguided and I Saw It First, to Gen-Z favourites Skinny Dip and Morphe, brand collaborations are now seen as one of the most effective ways to reach out to your target audience. By partnering with an influencer (whose audience ‘mirrors’ yours) to create something new and exclusive, sales can skyrocket and the demand for these limited edition products can often result in unparalleled conversions. 

A recent example of this is the partnership between television personality Stacey Solomon and Manchester-based fast fashion brand In The Style which they partnered together to create a capsule fashion collection. As one of the most sought-after collections to date, hundreds of users flocked to the app to grab their pieces. This resulted in the app becoming the top shopping app on the Apple App Store on the day of the launch! 

If you’re a business owner reading this and you’re looking to expand your outreach about attracting influencers, it’s important that you already have a solid social media presence in place. In light of this, we would recommend reaching out to the digital marketing experts at Myk Baxter Marketing who will be able to guide and advise you on how to kickstart your digital marketing campaigns. Visit their website today for more information.