Influencer Marketing à la Fitness
Last week I discussed how
many fitness gurus are branding themselves and how they are using social media
to market their own products and
services. What I didn’t discuss, is how other companies are utilizing these
influencers to gain visibility for their
brands through influencer marketing, and through Instagram in particular. Influencer
marketing focuses on using leaders to drive a brand’s message to a larger
audience. It has proven to be successful because social media influencers are
viewed as reliable and trustworthy. We as consumers trust influencer
recommendations almost as much as we trust those from our own friends (49% to
56%).
If you aren’t convinced,
let’s talk numbers. Advertisers spent more than $560 million on Instagram alone
last year. They know it is an important space to be present in, but who should
they task with getting their message out? When breaking up Instagram
influencers into tiers based on their number of followers, tier 2 (with a
median following of 2.8 million followers) and tier 3 (with a median following
of 853k followers) were determined to be the sweet spots. On these two levels,
advertisers will get the most bang for their buck. Between these two tiers,
they have the highest engagement rate for branded content and the lowest
organic cost per thousand (CPM) impressions respectively.
The fitness community is
no stranger to influencer marketing. Whether it’s a fitness apparel brand, a supplement
brand, a health food brand, or whatever you can think of, many of them are
looking to Instagram to find fitness stars to market their products. While they
don’t exclusively stick to tier 2 and 3 influencers, there is no shortage of
advertising going on in the fitness community.
After all, if one of
these individuals who you look to for body motivation is seen utilizing a certain
supplement to achieve optimal results, wouldn’t you be more willing to purchase
the same product? If my favorite influencer is rocking it out in super cute gym
wear, I’ll look as cool as them if I buy the same thing, right? It sounds silly,
but I swear it’s my thought process every time, despite my modest college
budget. Oops. Treat yo’ self - That’s the motto that influencer marketing
inspires to me.
I can only speak for
myself, but I’m relatively sure I’m not alone in looking to my favorite social
media profiles, like the ones I discussed last week, for inspiration on or just
plain exposure to the best, new products. Whether it’s fitness, fashion,
makeup, video games, you name it, influencer marketing is a strong tool to add
into your marketing mix.
Sources
https://newsstand.google.com/articles/CAIiEBnB9NutLmswKfkmjMRHewoqGAgEKg8IACoHCAowx4eWCjDH33QwvvO5AQ
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