In a society run by social media technology, companies either have to get with the trend, or accept extinction. Not only are social media platforms transforming marketing strategies used by brands, but they’re also helping individuals grow their ‘digital identity,’ and essentially advertise their own virtual influence.
Individuals embracing and perfecting advertising on social platforms have in fact become so relevant in how companies market their product, they have officially acquired the title, ‘social media influencer.’
According to Pixlee.com, a social media influencer is defined as a user on social media who has established credibility in a specific industry that has access to a large audience and can persuade others by virtue of their authenticity and reach.
Instagram leads the social media marketing industry with regards to the amount of viewers a user can effectively reach with a single post.
A recent article by Forbes stated that an Instagram user with 100,000 followers can command $5,000 for one post made in partnership with a company or brand. In a larger view, a user with several million followers can essentially make a living from their social media presence.
An example of this is model and public figure, Kendall Jenner. With over 90 million followers, her power on Instagram has fueled her career by proving that her voice has a persuasive impact on her audience.
After she was named global brand ambassador of the multi-billion dollar prestige beauty firm Estée Lauder, global brand president Jane Hertzmark Hudis’ stated, “Kendall is the ultimate Instagirl, and we are excited to leverage her image, voice, energy and extraordinary social media power to introduce Estée Lauder to millions of young women around the world.”
Jenner accomplished this long-term position due to her digital strategy as a social media influencer and proving leverage on her abundant media audience.
While this post from Jenner promoting Estée Lauder got over 3 million “likes”, it was viewed by approximately 30 times that.
By making Jenner the global face of their brand, Estée Lauder is not only more attractive to those who idolize Jenner, but it also provides a familiar face and continuity for all of their marketing campaigns.
Social media presence, be it one or multiple platforms, should not be underestimated, nor under utilized as a marketing strategy to grow your brand. While acknowledging how engaging with consumers on social media can grow your business’ consumer base is important, equally so, is understanding the importance of the specific content and/or persons in the post to ensure you reach your target audience.
Remember–it’s not just that you post, it’s what you post that counts!