The Power Of Influencer Marketing

What is influencer marketing exactly, and why are marketers so excited about it?

Influencer marketing is the art of engaging people who are influential online, to share brand messaging with their audiences in the form of sponsored content. It’s a rising trend in advertising, a form of marketing that takes you to the personal stage, putting you in front of your audience by aligning yourself with the people they love most. By incorporating influencers into your marketing strategy, you have the opportunity to partner with individuals with the potential to move your target audience to action, and promote content on your behalf, primarily because influencers are seen as thought leaders and role models. By investing time and energy into cultivating their audience and forming instant connections with their followers, these influencers have become trusted sources of information. In short, people listen when an influencer promotes your product.

In 2020, fashion and beauty brands are spending more on influencer marketing than ever before. One reason for this is that ROI is becoming more measurable, so they are more easily able to gain more insight into what works for their target market and also optimize future campaigns. The hashtag #fashion is one of the most used hashtags on Instagram. Fashion and influencers, therefore, seem like a match made in heaven. Looking at all sponsored posts on Instagram, the fashion vertical clearly takes the lead on it.

Last year, the Mintel market research firm reported that more than 37% of young US women consider social media their main influence for clothes purchases. The US is leading, but Europe is right behind it. We only need to look at the number of hashtags, Instagram celebrities, and fashion influencers in adverts to see how this affects marketing, fashion influencers are not just an extra asset in fashion marketing campaigns, they become an integral part of the storytelling between the clothes and the consumer. To gain more insight check out this influencer spotlight interview with Alexandra Nicole fashion stylist, brand developer, and blogger who has worked with brands to promote their style.

Successful fashion influencers, who have only ever earned their keep through social media and paid-for content, aren’t just pretty faces with great self-styling skills, but often also astute business people. Many have a keen sense of the inside workings of the industry, particularly its financial levers, and are continuing to challenge the status quote when it comes to fashion marketing.

The fashion world has always been known for its fast-pace. But in the digital world, this speed has increased tenfold, which means brands need to be more agile and quicker on their feet than ever.  Luckily, social media channels and influencers have opened the door to a brand new kind of marketing. One that is challenging, constantly evolving, but most importantly creative. After all, this is the quality most people associate with the fashion world.