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The Power of Influencer Marketing: A Dual Perspective

Updated: May 29

We analyzed The Influencers and their impact on marketing.

In the world of marketing, the influence of social media personalities has become an undeniable force to be reckoned with. We've delved into the realm of influencers and examined how their impact resonates in the marketing landscape. Influencer marketing, in a way, caters to both business-to-consumer (B2C) and business-to-person (B2P) strategies, effectively harnessing the power of social media in two distinct yet interconnected ways.

In a way influencer marketing markets to both a business-to-consumer (B2C) and business-to-person (B2P). It allows for companies to market through these two different channels of targeted groups, by either a centralized way of marketing (like King Bach and his Jimmy Johns logo campaign) to attract people who like the product and the influencer. Or they can market individually to people, like Logan Paul’s customized Dunkin’ Donuts commercial for those who like the influencer and feel that they may like the same product as the influencer due to the similarities between them and the viewer. Through this way of marketing, it allows for the business to easily access their target market much faster than waiting on the consumer to jump onto social media to check out the business’ page or to wait for the consumer to read the email or most recent post. Through influencer marketing, they are opening the gateway to actual views and even an increase in the speed of receiving views.

  1. Centralized Marketing: One approach is to centralize marketing efforts, similar to King Bach's clever Jimmy Johns logo campaign. In this scenario, companies collaborate with influencers to attract individuals who share both an affinity for the product and a fondness for the influencer. It's a strategic move that leverages the influencer's charisma and reach to create a symbiotic relationship between the brand, the influencer, and the audience.

  2. Individualized Marketing: On the flip side, influencer marketing also thrives on individualized connections. Think about Logan Paul's personalized Dunkin' Donuts commercial targeting viewers who admire the influencer. By drawing parallels between the influencer and the viewer, brands can craft highly tailored messages. This form of marketing connects with individuals on a more personal level, fostering a sense of kinship and shared interests.

Companies who use this tactic are opening the door for an even more simplified way of their ads reaching millions of their target in a short time frame. In addition to paying the influencer at a “bargained” price. Logan Paul explained how this job should be worth so much more but has been paid at a bargained deal. In some cases, this strategy even lowers the cost; making this entire expenditure cost-effective. Logan Paul’s Dunkin’ Donut Commercial was a one-day film that required no scripts and all ad-libbed. This was a one-time cost that equivalated to a little more than 5 million views with only a $200,000 job. That equals out to .04 cents per view from the total cost to make the ad. The influencer makes this possible so that the consumer sees the product quickly and is almost guaranteed to see the product.

For instance, Amanda Cerny posted a video to Snapchat and 5 minutes after posting the video she had 35,000 views. With incredible speed, influencers' posts are viewed much faster than a post from a business. Consumers are ready to view the influencer's posts so quickly due to the trust and reliability that they (the influencer) are going to make them laugh, learn something new, or like Andrew Bachelor (King Bach) said, cry. Marketing through influencers creates trust in brand choice. Because the consumer feels that the Influencer is meeting their needs; they then assume that the business is meeting the influencer's needs and can meet the consumers too. An influencer way of marketing opens the opportunity for B2C and B2P Marketing, faster views, and cheaper costs to marketing a product for a business.

The beauty of influencer marketing lies in its ability to expedite the journey from product exposure to consumer engagement. Unlike traditional methods that rely on consumers stumbling upon a brand's page or reading an email, influencer marketing propels content directly into the spotlight. The speed at which this content reaches its audience is nothing short of remarkable.

Companies that embrace this strategy unlock the door to a streamlined approach for reaching millions within a brief time frame. It's not just about rapid reach; it's also cost-effective. Take, for example, Logan Paul's Dunkin' Donut commercial. A one-day, ad-libbed filming project that cost a little over $200,000 resulted in over 5 million views. When you do the math, that's roughly $0.04 per view. Influencers make such feats possible, ensuring that consumers encounter the product swiftly and almost inevitably.

Influencers possess a unique ability to captivate their audiences promptly. The trust and reliability they've built over time make consumers eager to engage with their content, be it for a laugh, a learning experience, or a heartfelt moment. This trust carries over to brand choices. When consumers see influencers endorsing a product, they believe the brand must be meeting the influencer's needs, which, in turn, aligns with their own desires.

In summary, influencer marketing offers a dual-pronged approach, catering to both B2C and B2P strategies. It delivers content at lightning speed, guaranteeing more eyes on your brand. Moreover, it does all this at a fraction of the cost of traditional marketing methods. Trust, reliability, and personal connections are at the heart of influencer marketing, making it a game-changer in the ever-evolving world of digital marketing.

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