Consumer Buying Behavior

By Kaitlyn Reyes

Influencers have taken over social media marketing and have acted as brand ambassadors for years now. I like to follow influencers who still offer a sense of relatability and humor. While viewing glamorous lifestyles and events is exciting, I often gravitate towards influencers who seem more grounded and honest. Emma Chamberlain is an influencer who has the perfect mix of both. She is often invited to high-profile events such as the Met Gala and award shows, while still podcasting about the problems within friendships and relationships. A second influencer I follow is Paige DeSorbo, a beauty and fashion influencer. She posts her favorite wardrobe pieces and fashion brands. She is an influencer who promotes her favorite products and outfit inspiration boards. Both influencers display their personal lives while also using products to demonstrate them.

Influencer marketing offers a level of personalization and familiarity that other traditional marketing does not. When consumers actively keep up with influencers, a reputation forms. One’s favorite influencer feels more reliable than an A-list celebrity. Instead of simply selling a product, influencers show it more casually. They add it within their “get ready with me” videos or makeup tutorials, so it comes off more natural. Influencer marketing is often deemed more trustworthy than a high-profile brand ambassador who feels like a payoff.

The strategies that influencer marketing employees use are seamless promotions. During vlogs, influencers often record themselves getting ready, whether it is their skincare routine, outfit, or makeup. This allows them the opportunity to promote a brand with a flawless transition. It may be easy to miss for an untrained eye and may come off as if the product is their regularly used favorite. Product placement is another successful strategy that influencers use. Having the product in camera view is enough to keep viewers aware of the influencer’s purchase and use of the product. Due to the bond that forms between the viewer and their favorite influencer, many feel they need to use the same products or wear the same clothes to achieve that lifestyle. Influencer marketing is about showcasing a luxurious lifestyle while making it seem attainable if you use or wear the same products they do.

The more reputable the influencer, the more trustworthy the brand. Companies must be intentional about which influencers they partner with. If the company chooses an influencer that does not align with its morals and ethics, it can damage its brand image. Consumers are more willing to purchase from brands that share their views and uphold the same standards. Influencers give brands a sense of familiarity and comfort. When consumers have a face to the brand, it builds trust and transparency. Companies must align with influencers who can honor the brand.