Influencer Marketing is the use of an Influencer in a communication / marketing operation. It can range from advertising posters, commercial photographs, a classic appearance in a TV advertising spot or a video clip broadcasted to millions of viewers, a presence at a launch of a product to become an "ambassador of the brand" or when a brand and an Influencer collaborate to develop a collector product. Influencers have to give a few days to the brand for photo shots and a few others for public appearances.
In a world of social networks and images, an Influencer helps the brand to be noticed by the general public but also to distinguish itself from the competition. Consumers increasingly want to identify themselves with Influencers who symbolise success, beauty, talent,... It also appears that the consumers judge Influencers more sincere, more down-to-earth, more convincing, and sometimes even more trustworthy, than an unknown spokesman. They are always more attracted to the message of a wellknown person.
A spot with an Influencer represents a significant investment but the advertising also brings a lot of benefits to advertiser. It allows to attract the attention of the consumers and to give more interest to the message to increase the sales of the brand. The investment is profitable as the brand sees its turnover soar. An Influencer can bring a lot of money to a brand.
The brand can use an already popular Influencer: classic without too much risk or a young star who has just been discovered: slightly more risky and opportunistic that works well with young people.
Advertising posters and commercial photographs are fixed supports. The advantage of this medium is that it can be introduced into the daily life of everyone. Whether in the form of a large billboard, a poster in the tube or at the bus stop, the consumer is forced to notice it and to retain it by dint of seeing it. An image speaks much more than a video spot, as it is more symbolic. A fixed support, therefore a freeze-frame, allows a more intense concentration as regards of the interpretation of the image and of the message that it conveys.
In magazines, we also find a lot of advertising highlighting a product alongside an Influencer. All the photos spreaded all over the magazines are seen by a good part of the population and have a big impact on the sales of the products in question.
The advantage of a video advertising spot compared to a fixed poster is that it is viewed daily and several times by millions of viewers. The daily amount of commercials is very important. The standard advertising poster (the still image) is intended for a large consumer audience, but little by little these large panels are modernised, and thus we have commercials on car parks in shopping centres, in large neighbourhoods such as in London or New York where daily spots of major brands are displayed in front of thousands of passers-by and tourists, who are consequently influenced in their purchases. The directors of commercial spots make every effort to have a big influence on the televiewers and therefore on the consumers, that is why they use Influencers appreciated by almost the whole population, in general these Influencers make dream and push the consumer to do like them to become like them. In some commercials, the Influencers do not appear but they just lend their voice, that is to say that they are not seen in the advertising but one recognises their voice and this pushes the telespector to look closer the spot, sometimes it is not even the voice of an Influencer but the voice lent to an important character in a television series or a film, which attracts as much the viewer. Even if the listener does not see the person speaking, some voices are so identifiable, that it will create new idols, sometimes even old stars of the big screen are converted in this medium.
There is another way, apart from advertising spots, to get promotion from a product to the television. It is advertising for products such as alcohol or tobacco in movies or television series. Indeed, some actors, in addition for being paid for a role held in a feature film, are also paid to show themselves with a specific product. This means of publicity is fairly widespread but the viewer does not always pay attention to it.