A quick Google search about millennial advertising brings up a plethora of headlines including “Millennials and Their Destruction of Civilization,” and “How to Advertise to the Millennial Who Hates Advertising,” but according to an article on Forbes, Millennials spent $200 Billion last year, more than any other generation in America. So, do Millennials spend money on things without the use of advertising? Likely not.
“Maker Studios’ chief content officer Erin McPherson has a few words of advice for marketers trying to reach millennials: You’re not going to get them with traditional ads.” reads an article on AdWeek.com. To reach millennials, marketers need to gain the trust of this capricious generation, and one of the best ways to do so is with influencer marketing.
What is influencer marketing?
At its most basic, influencer marketing is like a hybrid of old and new marketing tools- taking the idea of a celebrity endorsement and placing it into the modern, content driven social media world that we live in today. Usually, these types of campaigns include collaborations between brands and influencers. When done correctly, influencer marketing is essential in gaining customer trust and loyalty. Unlike celebrity endorsements, influencer marketing focuses on unique, honest, legitimate relationships between the customer, brand, and influencer. When brands commit to influencers, they often see improved word-of-mouth advertising, increased number of expert opinions gained, and social proof that their products work. By starting with a relevant message and audience, mapping your best-fit influencers, and utilizing social engagement, brands have the potential to reap massive rewards.
Examples of influencer marketing
1. YouTube Power Couple PewDiePie and CutiePieMarzia Create Miniseries for Movie “As Above, So Below.”
2. Coachella 2017: Branded Experiences, Social Media Stars, & More
3. Snapchat Case Study: How Samsung Partnered with Snapchat Star Cyreneq
While the majority of influencer marketing is done on a global spectrum, this innovative advertising tactic can be also found at home in Monroe, Louisiana. For example, Instagram models and ULM graduates Jordan and Kemper Baugh (IG: @joandkemp) have partnered with K Sera, a local boutique, as well as other high-end boutiques in the Monroe area. In addition to local partnerships, Jo and Kemp also participate in influencer marketing when modeling brands like Forever 21, Planet Blue, and other product lines like Fab Fit Fun and Verge Girl.