Guest Article By: Nikki Sin
Social media can be an incredibly beneficial tool for marketers, users having the ability to not only filter what content they see on their timelines, and feeds but also create their own content. Typically loyal customers will follow the accounts of their favourite companies, but what are the smaller companies to do? This is where influencers come in; Influencers are social media celebrities, those with either a large following of fans, or those who hold an audience of followers who would represent a target audience for a campaign.
As someone who falls into the second category I promote select brands on my social media accounts based on the quality of the product, company values, and arrangement with said company. The typical influencer is reality TV stars, Youtube stars, and bloggers. More recently though, high list celebrities have made their way into the game. Kylie Jenner, Sarah Hyland and Vanessa Hudgens have both promoted weight loss/detox teas on their Instagram and Snapchat accounts.
The general readership of my website is the target demographic of the products I receive offers to promote, and the products I currently promote.
The premise of the arrangement is always company based, I’ve received offers to promote several brands where I am expected to pay full price for the items, and then post photos of myself with said items, and a sale code. The general agreement is product for promotion, and then payment can be based on sales linked to your website/account i.e sales codes.
So how does it work? Generally a company will use social media to “discover” an influencer based on their followers, and content. Some companies will attempt to contact you via direct message but that signifies that they are not very familiar with the process, or marketing. An e-mail is usually the best route, it will outline the agreement of products for social media promotion, a “script” for postings, and a list of benefits for influencers. It seems like a pretty simple deal, and most of the time it can be, I have however encountered some shady deals. At one point I was offered a commission/percentage of each sale of an item on a Korean fashion site when a customer used the discount code NIKKISIN. I never saw a dime of any sales, and I watched a friend use the code so I knew it had been used. As well the company created a new offer where I would receive an item for every five posts/mentions, again I never received any items. So it is important to get everything in writing, and know the brand.
You’re probably laughing right now wondering why anyone would purchase a product just because a celebrity, or Z list blogger like myself posted a photo with it; Consumers trust the products because they trust the post from the influencer. The truth is that even posting a photo with a logo in it is advertising for a company, we all contribute to this mass machine of social media advertising, and click bait.
Pop Culture & Lifestyle Blogger- Marketing Student – Failing Actress- Unicorn -6Goddess
As a former writer, and film critic for The Wax Museum, Nikki Sin dove into the world of blogging on her own to create her own pop culture, and lifestyle website writing about music, low budget horror films, fashion, fitness and weekly interviews. Having graduated from Humber College from a media program Nikki decided to make her way to the business side of the industry by studying advertising and marketing where she met the guys at MAD Mix. Check her out on Instagram, Twitter, and Facebook.