What ‘The Bachelor’ can teach us about influencer marketing.
It’s that time of year again…ABC’s The Bachelor is back on – which means there’s an entire batch of new influencers in the making! And whether you’re a Bachelor fan, have a favorite celebrity or listen to popular podcasts like The Morning Toast, chances are you’ve whipped out your credit card to purchase something an influencer has recommended at least once in your life.
And even if you’re in the small percentage that hasn’t, I’m sure you’ve wondered why influencers have such a – well – influence over our choices and tastes. Below we’ll explore three ways these types of public personalities shape consumer buying decisions and why your marketing team won’t want to forgo tapping them for upcoming promotional and PR campaigns.
1. They know how to mobilize
Whether it’s past bachelor/bachelorette contestants like Jade and Tanner Tolbert or celebrities such as Cristiano Ronaldo and Carrie Underwood, successful influencers know how to mobilize their specific and niche audiences. In the same way that securing positive product reviews with trust media outlets can help build consumer trust, influencers offer another reliable, third-party outlet for brands to put key messages in front of target customers – driving them to act.
2. They make it personal
Many companies rely on influencers to create authentic stories about themselves and there’s no better place to do this than on social media. By developing and cultivating relationship with followers, influencers drive deeper loyalty for the brands they represent. And, whether it’s an Instagram takeover or a Facebook contest, the opportunities available to leverage influencers on social media continue to grow and are likely the reason marketers will increase their spending in this area – especially over the next 12 months.
3. Their knowledge is valuable
It’s no surprise that influencers can be effective in driving consumer awareness, but they can also be an asset for brand strategy and development. Many of today’s biggest influencer channels, such as Girl With No Job and Kylie Jenner’s ‘Kylie Cosmetics’, were started by passionate consumers with a unique perspective. Influencers typically know their industry very well and have valuable knowledge on how consumers see and shop for specific products or services. Or, as ‘Girl With No Job’ would say…they’re very “in tune with what’s necessary.”
As influencer marketing programs build connections with consumers, PR teams can help maximize the buzz and reach for these initiatives. Just look at Kendall Jenner’s announcement to partner with ProactivMD, which temporarily overtook the internet thanks to national earned-media coverage. Traditional and online media channels offer a great platform for brands to tap for influencer storytelling opportunities – and all the clicks and impressions that come with them.
By aligning influencer marketing and PR activities, brands can ensure they’re in the best position for success as they look to tackle new goals. Or, as they’d say on the Bachelor, “take a moment and say your goodbyes” to your old results. If you want to talk about what PR can do for your marketing program, you can always reach us here if you have any questions or need help with activation.