We’ve a huge new trend coming from US which is called “influencer marketing” or in other words “new media”.
This new media officially started on 2011 in US by the pioneer companies Maker Studios and Full Screen. As everything is spreading extremely fast in that digital age, that new media became highly popular globally in a few years. As expected, the marketing method using that media became one of the most powerful and most used methods especially by all consumer brands and it’s called “influencer marketing”.
So, what’s exactly influencer marketing?
As we all know, there are people that we follow on social media. We subscribe their Youtube channels, follow them on Twitter, Facebook, Instagram, share the content that these people create and we make comments, discuss with people that we never know just because of the content generated by these people. These people are the influencers, because we trust them, we consider them as close friends and we’re ready to listen the advices given by these people.
You may say, “celebrities are also influencers, this is not a new method”. That’s both true and wrong. TV celebrities have the power to effect mass public if everyone knows them and you can use these celebrities only if you’ve a huge marketing budget and your product is appropriate to promote to a massive audience. But most remarkable point; everyone knows that it’s an advertisement when a celebrity promotes a product. No one feels that promotion as a natural advice.
When we talk about new media, we don’t call our popular people as celebrities. We call them content creators !!
People who follow these creators on social media channels feel like, the creators are their friends. They follow the creators to listen their opinions, comments and advices. Opposite to the traditional media (TV, outdoor, print, etc.), people can interact with the creator and the rest of the audience and generate huge engagement. As a result of these, the effect of influencer marketing is 10 times higher compared to an equal cost TV campaign.
You may wonder, if the influencer marketing is capable to reach mass crowd. Let me give the good news. You can have the largest and targetable reach.
Another important point, you don’t need to work only with the top creators. Think about a creator has 1million subscribers on Youtube. The creator has the huge influencing power for that 1million people but on the other hand another creator has 10.000 subscribers. He has the same influencing power for his audience of 10.000 people. So, it’s all about the scale you want to reach, it’s not about the creator you work with.
Let me share a few examples. I assume, many people reading that article doesn’t have heard the name ZOELLA. She’s one of the most popular influencers with 10.8million Youtube subscribers and she’s a creator of http://www.makerstudios.com/
You can check the video in which she has promoted multiple brands from make up to fashion, gaming to home decoration.
An other example from Turkey, Unlostv. He’s a creator of www.setaction.com You can see a video that he’s promoting the game Hounds.
If you think that, this new media is only getting popular in US and Europe, please check the influencer marketing example of the popular game Travelling Millionaire (Paramanya) in Midde East.
As a summary, the world is changing really fast and we all need to adopt that speed. Otherwise the rights of today will be wrong soon before you notice…