While it may be simmering down, the pursuit of influencers and “every day” social media bloggers has had an immersive impact on the consumer packaged goods industry, and goes beyond the typical celebrity endorsements that used to dominate the past. Now, every one can become a social media influencer, so the meaning of Andy Warhols famous quote (or mis-quote, depending on what you believe), “In the future, everyone will be world-famous for 15 minutes” has taken on an entirely different meaning.
While celebrities still benefit from high sponsorship fees, many influencers have immersed with thousands of followers, focusing on various specialties that range from makeup application to food and lifestyle offerings.
One favorite of the lifestyle blogger gone heavy hitter influencer is Cupcakes and Cashmere. The blogger Emily has a separate office, several employees, and has done many collaborations in stores, as well as an independent clothing brand at Nordstrom, and several books!
In addition to bringing up new influencers through her depth of reach, Emily Shulman has created independent wealth from her blog’s creation. However, larger more corporate brands that have traditionally used models and partnerships with celebrities have began using influencers, as well. In addition to collaborations, some “models” from products are influencers, as well.
One recent example is with Maybelline, a classic beauty brand that has leveraged social media influencer’s products with traditional marketing.
The brand has used influencers both for marketing of independent products, and created products that are cobranded with the influencers, such as MakeupShayla.
While there is limited data that assists in understanding the value of these influencers and big brands, it’s clear that companies are using them as a new method of marketing, and show no signs of slowing down. Time will tell if the spending pays off, but no matter which way one puts it, it’s a more affordable and effective than many of the more traditional advertising tools.
Have a great week, all!
-Brooke
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