When reading through the transcript of 60 Minutes, I noticed two things about how marketing is used by social media influencers. The first is that these vloggers (video bloggers) have virtually no marketing about themselves, and the second being that firms approach these stars to sell products geared towards those categorized as young Millennials and Gen Z. The intent behind these pitches are to influence young viewers to buy the products their idols represent. Many followers wish to be like these stars, making them easy targets for items these celebrities claim to use daily.
The brands who approach internet stars are utilizing numerous marketing strategies. These paid advertisements are well disguised, and rely on relationship marketing as these vloggers only have influence over their followers.
Social media influencers promote all sorts of content ranging from personal items such as clothing and make up to items with more household use such cookware and cleaning supplies. There are YouTube channels dedicated to makeup tips, wardrobe makeovers, and even the most popular toys children are playing with today. Ryan’s World on YouTube is a perfect example of product marketing as both children and adults watch for the best and newest toys. Children mimic Ryan’s interests, and parents observe the qualities of the toys reviewed so as to get an idea of their functions and capabilities before their purchase. Ryan’s World has unexpectedly taken off, and Ryan is now one of the highest-paid YouTube stars. Stores such as Target and Walmart are now selling toys and apparel endorsed by Ryan. Even more so, stores make these items instantly recognizable by branding the packages with Ryan’s face.
Word of mouth is crucial in this type of marketing because the celebrities are expected to sell an item or service to the rest of the world. Without celebrity endorsement, there is no drive for a consumer to purchase any specific item, or branded item. Without the shared experience of using a certain product or service, scripted or not, consumers are skeptical whether the purchase will be worthwhile.
One recent advertisement I saw was Danielle Jonas, wife of Jonas Brothers member Kevin Jonas, promoting Cascade dish washer pods on Instagram. Her post took a comical turn when she used innuendos and humor to relate the couple’s married life to the use of these soap pods. At the end of the short video, she made a statement regarding the increase in family time due to the use of this soap. While the soap itself has very little to do with saving time, it is likely that many of her followers bought that same brand when they saw her happy and energetic in the video.
Personally, I do research and read customer reviews before I make any significant purchase. However, I am also an extremely impulsive shopper, and my brand loyalty is most often tied to companies who utilize relatable public figures, demonstrating the benefits of the product in question. If I am shown the useful qualities of a product rather than simply reading about them, I am more likely to buy that item.
All in all, I would say these internet stars are the binding element between many companies and their consumers. While this may not be a traditional method of advertising, celebrities we idolize are better salesmen than any magazine or picture on a website could ever be.
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