Zach Johnson

What do you notice about this type of marketing?
When companies use social media influencers to market products and increase brand recognition, several common characteristics appear. One key element is the focus on reaching younger generations. Many social media celebrities, like those mentioned in the 60 Minutes story “The Influencers,” have a strong connection with young people. Another important aspect of this type of marketing is the fun and light-hearted approach to content. Brands leverage the creative abilities of influencers to produce content that not only persuades consumers but also establishes a connection between the company and its followers.

What strategies are they employing?
Companies that leverage influencers to expand their brand focus on crafting authentic content that resonates with their target audience. The interactions and engagement this content generates provide valuable data that can inform the company’s future marketing strategies. By selecting social media brand ambassadors, businesses gain insights into the characteristics of the influencers’ followers, allowing them to connect more effectively with current customers and enhance their presence in other market segments. This knowledge gives companies a clear path to reaching their target audience, helping them create ads that feel genuine and select influencers who align with the brand’s image.

What role do these influencers play in marketing?
Influencers play a critical role in marketing by creating content for their large follower base that enhances brand recognition. Whether the goal is to generate awareness for a new product or to strengthen the bond between the brand and its customers, social media influencers can reach millions of people globally. For example, as Bill Whitaker of 60 Minutes noted, Logan Paul’s Dunkin’ ad was viewed over seven million times, giving it the same reach as a primetime TV ad. The ability of these content creators to reach large audiences instantly is invaluable to companies. The views and engagements they generate not only boost brand awareness but also provide companies with significant consumer data.

How does the use of a marketing perspective impact the relationship between the company and consumer?
The use of a marketing perspective that emphasizes the customer significantly impacts how companies communicate and promote their offerings. Relatable communication fosters loyalty and trust between the brand and its customers. This is especially important when engaging with followers on social media. Positive interactions on these platforms can further enhance the brand’s image. Additionally, when partnering with influencers, it is crucial to select individuals who not only align with the company’s image but also resonate with the intended target market.

Whitaker, B. (2016, October 23). The Influencers. http://Www.cbsnews.com. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/