1-Do companies view social media influencers as positive or negative to their companies? 2-Social media influencer marketing has successfully changed the way that brands interact with consumers. Illustrate.

The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink

The rise of social media has opened up a new channel for brands to connect with consumers more directly and more organically.  Social media influencers represent a new type of independent, third-party endorsers who shape an audience’s attitudes through blogs, tweets, and the use of other social media channels. Through sites like Instagram, YouTube, Twitter, and Facebook, social media influencers create content promoting certain brands with the goal of obtaining a following and brand recognition. Through their candidness and openness with consumers, influencers have high social clout and credibility which is what makes the phenomenon so successful.

Bandura, a social-science theorist wrote, “In the social learning system, new patterns of behaviour can be acquired through direct experience or by observing the behaviours of others. People learn from example, and influencers lead by example for those who “follow” them. In addition to Bandura’s social learning theory, Electronic Word of Mouth (eWOM) can help one better understand the strategies that make social media influencers so successful. eWOM refers to any positive or negative statement made by potential, actual, and former customers about a product or company via the internet.Confidence: When influencers trust their own-self and assures not only themselves but also their viewers of their abilities.

Authenticity: The influencer is genuine and relatable with their followers.

Interactivity: The influencer works together with the viewer to solicit feedback

To conduct research, a case study focused on one influencer - Lucie Fink. Fink is a social media influencer and a lifestyle host at Refinery29, leading digital-media company focused on women. Fink has a following of more than 65,000 people on Instagram and two YouTube shows, “Try Living with Lucie” and “Lucie for Hire.” Her “Try Living with Lucie” video series currently has 46 videos, which have more than one million views combined. She described herself as a lifestyle personality. Fink then shared that curiosity was a part of her personal brand:

This qualitative study found that social media influencers’ success does not rely solely on their follower count, but their ability to influence followers through authenticity, confidence, and interactivity to create a connection between the follow and the brand.

Many influencers, like Fink, take to Instagram because it is a quick and easy way to post authentic content and streamline brands directly into posts by tagging them. Tagging brands makes it easier for an interested consumer to go directly to the source of the product.

Instagram also gives followers the opportunity to talk to these influencers and the ability for the influencer to interact and respond to their followers. An influencer shares with followers first hand experiences of how a product can benefit them. This then allows a consumer to connect to the brand in a new and innovative way.

In addition to Instagram, social media influencers use YouTube to target desired audiences. YouTube gives an influencer the opportunity to create and share videos that dig deeper into their lives. Social media influencers create how-to videos, advice videos, and so much more, and that viewers watch because they value influencer opinions.

When influencers express confidence in themselves, it also promotes confidence in the brand. This brand confidence leaves a lasting impression on followers and causes them to consider becoming a consumer of the product. Confidence can be shown through both verbal and physical actions. Fink also exhibits confidence through her actions and body language. In all of Fink’s YouTube content, when talking to her audience, Fink makes eye contact with the camera when having a conversation with her followers. She also constantly appears engaged and speaks with certainty.  By creating content like this, viewers feel as if they are participating in a personal conversation with her.

Through interactive video content, influencers shed a positive light on brand products and invite their followers to purchase a product and experience it themselves. This study defines interactivity as the influencer working together with the viewer to solicit feedback. Throughout all her videos, Fink takes the time to ask her followers their opinions about what she is sharing and also tells the viewers to apply her experiences to their everyday lives. When followers leave comments on her video, it offers an opportunity for a personal conversation between Fink and her followers, creating a more personal connection.

1-Do companies view social media influencers as positive or negative to their companies?

2-Social media influencer marketing has successfully changed the way that brands interact with consumers. Illustrate.