One of the first instances of influencer marketing can be dated back to the 1940s when doctors were vouching for Camel Cigarettes. While we know now that this was absurd, using doctors as influencers for this type of product saw sales soar as they’re just about the most trustworthy source you can find. And that is what influencer marketing is all about; using someone with high credibility to strengthen and broaden your brand’s reach.
With the Internet as our new captain (cue Somali pirate), the way influencer marketing is done has evolved. Using social media to partner brands and influencers is the quickest and most holistic way of expanding onward and upward. While there are advantages to influencer marketing across all industries, there are certainly a few that stand to benefit the most. Here are the 3 top industries that benefit from influencer marketing.
Lifestyle & Travel
Influencers are changing the entire landscape of the travel and lifestyle industry. Social media is leading people to travel differently, party differently and even eat differently. The main component of this industry when it comes to influencer marketing is user-generated content. UGC is the ultimate goldmine. Brands are utilizing people’s need to document their lives and heavily sprinkle their followers with photos of themselves doing anything from popping bottles to drinking a smoothie.
The reason this industry works so well with social media is because it allows viewers to see like-minded individuals experiencing products in a natural and non-promotional way. This type of marketing is much more effective that typical brand marketing.
Health & Fitness
Unlike other industries, the health and fitness field is one that isn’t obviously conducive to social media marketing. For one, the relationship between health professionals and their customers is typically developed face-to-face. Similarly, fitness isn’t something that is easily taught or sold in 140 characters or less.
Luckily, highly visual platforms like Instagram is making digitally conveying knowledge and even encouragement possible. With this in mind, influencers- who include both professionals and enthusiasts- have created an online niche where they can be anyone’s pocket-sized personal trainer, nutritionist or health coach.
Using social media marketing for this type of industry does present some challenges though. The advice given in this field can change lives- and not always for the better. Influencers have to be very careful with what they’re spewing on social media. Not only can it be incredibly irresponsible to preach about things they don’t fully know about, it can also land them (and the brands they’re working with) into hot water.
Several years ago, health company Diclegis partnered up with Kim Kardashian to promote their product on Instagram. Kardashian claimed their product reduced the side effects of pregnancy. As a shock to the company, the campaign was met with heaps of negativity. This is because no one with the Kardashian name should be posing as a health consultant. Because of this colossal failure of judgment, the product was largely rejected and the brand lost much of their credibility.
Big name celebrities simply aren’t enough when it comes to health. They must have the adequate credentials to back up their claims- even if they are a Kardashian.
Fashion & Beauty
As social media marketing is all about creative, unique content, it’s no wonder that it’s a great match with the fashion and beauty industry. Influencers in this industry can be anyone from fashion/makeup professionals to people who just have a passion for it. And that’s the beauty of it; an influencer can be just about anyone with a phone and a knack for putting out content people dig.
The main goal of fashion and beauty brands is to start trends that people can achieve using their products. Social media has now become a one-stop shop for people to know what products are hot and where to get their hands on them.
Brands are capitalizing on this by using these influencers as the new vessels through which they’re selling their products. Instead of putting their product on some gaunt, un-relatable model, they’re putting it on that girl you follow on Instagram with kick-ass style.
Whether you’re trying to browse your feed or send a snap, avoiding the never-ending stream of online ads seems impossible. We are constantly being inundated with promo posts trying to sell us something that we’ve become almost immune to them. In one eye, out the other (that’s how the saying goes, right?). Luckily for brands everywhere, the phenomenon that is influencer marketing is the saving-grace loophole that makes online marketing still effective.
Regardless of whether you’re a part of the above industries or not, influencer marketing is something that simply can’t be skipped from your marketing plan. It’s just too good.