Influencers Flashcards
Who were the first influencers?
Gladiators
Royal brand
Fashion
Define consumer skpetiscism
Where consumers have become more and more skeptical of direct advertising and less inclined to trust brands
What are firms becoming in regard to advertising costs?
Cost conscious. Instead, they are now paying exorbitant fees to hire recognised celebrity endorsers. They generally find influencers more affordable, especially when they work with micro-influencers.
What do influencers bring to brands?
Follower networks - Contents get a wide reach
Personal positioning and communication styles - each influencer is unique
Consumer trust and relatiability
Celebrity influencer
1m+ followers “The rich & famous”
Mega influencer
1m+ followers “The everyday celebrity”
Macro-Influencer
100k - 1m followers “The sweet spot”
Micro-Influencer
10k-100k followers “The rising star”
Nano-Infleuncer
0-10k followers, “The Newcomers”
What is the difference between celebrities and influencers?
Celebs: Successful in institutional settings (movies, music)
Influencers: not certified. Acquire following through scial media activity, positing (allegedly) their everyday life.
Celebrity
Very expensive
High engagement rayes
High expertise
Mega-influencers
Less expensive
Stronger brand connections
Gained celebrity status on social media
Micro and Nano-Influencers
Cost effective
Strong connections with follower base
More authetnic and accessible
Why can influecner makting backlash?
-When there is poor fit between brand and influencer
-When influencers are involved in transgressions and scandals
Influencers & ASMR
-Mega influencers generate more likes and views
-Mega infleucners and able to create more brand related discussions
-Micro influencers generate more affctive responses
What is fundamental to digital marketing?
-Listening to social media is fundamental in digital marketing
-Brands must carefully select influencers based on their marketing objectives
