Celebrities have been a part of the advertising mix since Michael Jordan slipped on a pair of Nikes. Celebrities are a sub class of our society, who in turn attract a devout fan base. We ask them what they eat for breakfast and who made the dress they are wearing. We want to know what they know, in hopes of attaining similar status –however unlikely that might be. We look up to them to be a part of their coolness, to have a little piece of what they have and advertisers know this. This in essence is what an influencer consists of, or rather what they used to consist of. In the days of new social media celebrities are being replaced by more approachable influencers, bloggers. Raymi, from www.raymitheminx.com weighs in on how celebrities are being replaced by bloggers, “people don’t care what celebrities have to say anymore, or trust them, or are swayed by their ad campaigns. We relate to real normal people and can pick and choose our own mini celebs i.e. bloggers. Bloggers are granted front rows at fashion week and journalists get 2nd or 3rd back - we are more relevant and get news out quicker and our opinions bear more clout, influence.”
For advertisers this means that they can stop paying thousands of dollars for thirty seconds of a basketball player slipping on a pair of shoes and instead can send their product to a prominent blogger and watch their sales curve rise. Raymi knows the power that attaching her name to a product to sell things, “blogging right now IS the most cost-effective and powerful form of advertising. This is because the product is shown but what's priceless about it is that blogger that is adored and followed attaches their name and image, their influence sells it.” The difference between celebrities and bloggers are that bloggers allow their readers into their lives every day. An emotion bond is formed between the reader and the blogger as the reader reads about their life everyday. Thousands of readers may visit the bloggers site everyday, more then they interact with their own real life friends. This bond is not to be underestimated, especially when trying to sell a product through an icon that reaches so many people on a personal level.
No comments:
Post a Comment