Ay: Eylül 2021

Until a few years ago, influencer marketing was considered as “let’s give it a try” kind of marketing method which had very limited budgets. However, today it became a marketing method with a grand percentage of the marketing budget and is an essential part of the brands’ strategies. The change happened within two years as a result of digitalization and the increase in the usage of social media. Nevertheless, why are influencers have such popularity among all the marketing methods? It is because these influencers have a story behind which people can find resemblances with their lives. That’s why nano inflıuencers are the favorite type of influencers. 

Who are the nano influencers? They are the people with followers between 1.000 and 10.000. Although they have fewer followers, they have bigger impacts than the other types of influencers. First of all, their interaction still preserves the organic structure. In addition, the quality of their content is much higher than the others. If you wonder “what is the quality of content?”, the answer is the viewer of the content feels that it is not shared for commercial purposes, and thinks that he/she will benefit from the content. You can consider this like a recommendation that is given within the friend groups happening every day, just on a professional level. There is a belief that people who have small numbers of followers do not promote a product that they do not trust or believe in, which is true.

Opinion leaders…

Throughout the history of humanity, they have taken their place in different subjects under different names and have been the people who guide and give advice to the masses. They set an example with their lives and played a role in making groups better, more productive, and perhaps more up to date. So, is there a place for opinion leaders in a world order where access to information is so easy? Of course, there is! Now they have become influencers of digital media.

So, what place and importance does this influencer world have in the business life? From the accounts we follow for recipes, to users who share shopping and fashion advice; collaborating with these people, who appear in many media from instagram to tiktok, has the potential to provide great advantages for brands. However, in the rapidly developing digital world, it can be a little difficult to find your way, since even the existence of social media dates back to 2004. While the number of companies that realize the importance of influencer marketing is increasing day by day, the intricacies of this marketing method are not known by most companies.

Until a few years ago, the return of advertising campaigns on social media was measured by the increasing number of followers. However, in the new order, it was realized that this was not a correct evaluation method. The main thing is to establish a bond with potential customers and followers, to interact with them in the long run. Therefore, influencer marketing is getting more and more important. Because while a brand’s advertisement of its product appears to be a purely commercial transaction, an influencer doing this creates a much more friendly atmosphere. When social media users see that these people, whose story they know, find parallels with their own lives, and perhaps see as role models, prefer your brand’s product; their mirror neurons that lead them to purchase come into play.  A type of neurons of our brain called mirror neurons allows us to imitate the behavior of others and to empathize with them. Thus, people who see themselves as one with the other, have a positive impression of the product with the positive comments of the influencer, even before they try the product themselves. Thus, the paths to purchase are opened.

“Advertisement”, which takes its roots from the French word réclame means to claim or to protest what is put forward by shouting, and it occupies a great place in our lives. Advertising has a great impact on many of our decisions, from the chewing gum we buy when we are at the cash register in the grocery store to the cars that are bought after an extensive research and spent large sums of money. With advertisement, we attribute value to a brand and create an image in our mind. Advertisements that are so effective in our value judgments have offered us an ideal life, ideal people, colorful and perfect universes for many years. However, the time has come for this system to change and “come down to earth”!

Many brands around the world realizes that cellulite-free legs, non-porous skin, and shiny hair lose their credibility. Because in the world of advertising, the expectations of “aspire” and “wish to be like the person in the image” are replaced by the expectation of the creation of the perception of “these people are just like me”. If those who see the advertisement cannot see a similarity, they begin to doubt the quality of the product or service. That’s why it’s more effective contacting with us when they show someone with messy hair, a person who is tired or people in whose lives not everything to be “glamorous”. We can even say that an extension of this is that the advertisements that feed on celebrities and their inaccessible lives are replaced by people called micro-influencers, who have a small audience but a lot of sincerity. We all know that Jenifer Lopez does not use that shampoo, Ronaldo does not shave with that razor. But we are users of them, so why shouldn’t some of us tell us about it?