What used to be called word of mouth or recommendation marketing
is now known as effective marketing in the age of ubiquitous digital
communication. Trusted guides, trusted stars, stars, or special statues - are
the focus of today's alternative types of advertising. Image, loyalty, and
authenticity are the greatest assets of a brand ambassador. What are the most
important criteria for successful effective marketing?
The evolution of
We not only pay special attention to different stars,
constellations, or idols, but we also believe in them. More skill, more energy,
more style, more glamor - what they think is good can’t actually be wrong. This
process is used by marketing agencies to target and recruit people as opinion
leaders and brand ambassadors.
When we listen to the recommendations of our friends or
acquaintances, the so-called influencers have increasingly taken on this role
since the growing influence of the most diverse digital media.
The importance of
Influential people of this world are sitting at home on social
networks like Facebook or Instagram. There they provide us with brief updates
from their lives at regular intervals. The special structure of today’s media
landscape with various possibilities for interaction plays a central role in
Posts can be shared with others with a simple click. With the
help of networking principles, digital content is easily accessible to a large
audience. Responses such as comments or general likes reveal additional
information about how well something has been received by different target
groups. Digital media now provides a comprehensive process for designing and
distributing marketing systems in a very targeted or even individual manner.
Successful marketers cannot do without it. A recent study in
collaboration with software expert Influry found that one in six digitally
aware target groups of online users (aged 14 to 29) had already purchased a
product that they mentioned had encountered an influencer. From this, it can be
concluded that such ads can achieve particularly high injury rates when the
Influencers then and
Influential people in the marketing world are not really new
models. Even before the age of social media, special effects from different
individuals were used to target group-based advertising systems. Then only the
means of communication were different. Desired target groups can be addressed
primarily through print media. The most diverse field of interest is the question
of magazines or fanzines.
From this time on, the niches or tendencies of the general
influencers in the sports world are found. Various surfers and skaters were
initially seen as pioneers in media-effective sculpture and marketing. Through
initial collaboration with sportswear or fashion labels, they leapfrog
professional athletes and thus set completely new standards in career
A good example here is skateboard legend Natas Kaupas, who has
made a lasting impression on the scene in this area. He was one of the first to
use his own potential and launch his own products on the market with his own
designs for skateboards. Collaborate with shoe manufacturer Etnies and follow
their own signature shoe model first. Her cult status and her authentic
lifestyle in the skateboard scene have made her the perfect brand ambassador.
Today, the busy athlete is the creative director of the fashion label
Today, influential people can come directly from the media
sector. YouTubers, Instagrammers, or those who have gained some notoriety on
platforms like Snapchat or Musical.ly are among the whole new generation of
influential personalities. An example, in this case, is the twins Lisa and
Lena, who have so far built a unique internet career with the help of Snapchat.
With clever management, they were able to quickly gather millions of followers
on Instagram. They have now marketed their own clothing line and played guest
roles in a movie.
Authenticity - This is probably the most important keyword in
influential marketing and plays a major role in many aspects. Depending on the
target group addressed by the marketing measure, different types of influencers
can have the most potential impact. The factor of identity with the influencer,
his lifestyle, and his attitude is also effective.
There are different models used to differentiate between
different types. A basic classification is made based on the way loyalty of
influential personalities is shown:
Role models: Different types of
people can be considered role models. Also to prominent athletes, musicians or
actors, there are also personalities who are known only to a small group and
who belong to a certain subculture. They are characterized by special skills or
desirable qualities and behaviors that make them role models. Thus, they create
that trust in the target group.
Lover: This group of people
demonstrates a strong affinity for a particular brand or product. For example,
musicians may have a special connection with a particular instrument
manufacturer and have sufficient experience working with related products. This
positive connection ensures that the target group believes in relevant
recommendations. Marketing systems usually have a strong emotional component.
Experts: With experts, the
focus is primarily on the professional side. Because of their job, their
education, or other qualifications, they have a high level of expertise in a
particular area and they radiate a certain authority. This aspect gives their
statements or opinions a strong weight and a high degree of credibility.
Go back to the truth. At this point, the credibility of an
influential person stands and falls. Media-savvy consumers can clearly
distinguish inexperienced advertising from subtle recommendations. Here it is
important to continue to walk the individual turboprop and design the relevant
Why do we follow and
trust certain influencers?
Anyone who regularly stays on different social media channels
has different reasons to pay attention to their specific personalities and
their contributions. Aesthetics is the key word here. When it comes to fashion
and cosmetics, it’s the visually interesting pictures that we like the most. They
make glamorous outfits look chic, always perfectly styled, and in a beautiful
environment. Even in the case of nutrition, aesthetics is the most important
factor in attracting attention. The food area is the only one that is equally
popular among all ages.
The same applies to travel: The breathtaking view of foreign
destinations around the world makes us want to travel. Also to aesthetics,
inspirational texts are among the factors appealing to the target audience.
Influencers allow us to participate in their “exclusive” or exciting lives
through aesthetic contributions, which give birth to many desirable or specific
These processes are used to increase the number of followers.
Thus, countless people previously unknown have become social media stars. We
trust some people more than others for a variety of reasons:
Notoriety: A certain degree of
notoriety gives a person a more influential image and supports their authority.
This point can only be negative if the reputation is damaged through negative
reporting in the media. At this point, the number of followers becomes
important in marketing. As a guideline, an influencer is someone who has more
than 10,000 followers. The following deviations may only apply to a specific
niche or subculture personality known to a limited target group.
Attractiveness: If a person looks
attractive to us, physically or through certain traits, we trust them more.
Also, we often rate physically attractive people as more likable and friendly,
which contributes to a positive perception.
Identification: If a person has
certain behaviors, personality traits, or even physical characteristics with
which we can identify ourselves or what we can identify, we are more likely to
have confidence in them. Personal interests should also be largely matched.
Admiration: When a person has
something for which we admire them, it often arouses the desire to imitate
them. We can be like that to a certain extent by buying the products that the
influencers themselves use. Exclusivity plays an important role here, it
underscores the uniqueness of the person or what they are committed to.
Some of the values we associate with them tend to be
determinants of an influencer’s trust and reputation. Truthfulness stands in a
special relationship with the level of awareness:
Although a certain amount of confidence is placed on prominent
people from the beginning, they also have a certain distance due to their high
profile. It is difficult to get acquainted with them. Confidence in their
recommendations depends on the reasons for appreciation or efficiency.
On the other hand, lesser-known personalities, who only attract
attention through their activities on social media, seem to be more authentic
and credible with product recommendations because they are more communicative.
Their way of life is usually not so good.
The credibility of influencers depends, among other things, on
their ability to work with advertising products. However, the more different
brands or product categories are recommended by the influencer, the less
credible they will be.