The rise of influencer marketing

With the rise of social media platforms like Instagram and TikTok, individuals with significant online followings have become powerful tools of advertising—popularly known as influencers.

But what exactly is influencer marketing and how does it impact brands, consumers and the influencers themselves?

Here, Prominent Media’s Creative Executive, Symone Slater, delves deeper into the realm of influencer marketing.

What is influencer marketing?

Influencer marketing is a collaborative effort between brands and social media influencers to promote products or services.

This form of marketing leverages the credibility, authority and reach of influencers within their respective niches to engage with target audiences authentically.

Unlike traditional celebrity endorsements, influencer marketing thrives on the authentic and relatable nature of influencers. These individuals connect with their audience on a personal level, fostering trust and loyalty.

Who are influencers?

Influencers are individuals with significant social media followings who can influence the purchasing decisions of their audience.

There are five types of influencers:

Nano influencers have fewer than 10,000 followers.
Micro influencers have from 10,000 to 50,000.
Medium influencers have from 50,000 to 100,000.
Macro influencers have more than 500,000.
Mega influencers have more than one million followers.

You might assume that brands want to work only with macro and mega influencers, but that’s not always the smartest business decision.

Micro influencers might produce more relatable content than larger influencers, who use professional photographers, stylists, makeup artists and all kinds of consultants to put a post together.

How does influencer marketing work?

Influencer marketing typically involves influencers creating content that features or mentions a brand’s product or service.

Brands compensate influencers either with a flat rate per post or through affiliate commissions based on generated sales.

The goal is to leverage the influencer’s influence to drive brand awareness, engagement and conversions.

What makes a successful influencer marketing campaign?

Authenticity is the basis of any successful influencer marketing campaign.

Forming relationships with influencers who are already relevant to a brand’s message is vital.

Influencer marketing should be more than just securing content endorsing your products – it should be about building real relationships with influencers. You want them truly behind your brand.

How to measure the success of an influencer marketing campaign?

Brands can measure the success of influencer marketing campaigns through various metrics, including reach, engagement, website traffic and conversion rates.

Additionally, tracking key performance indicators (KPIs) such as return on ad spend (ROAS) and customer acquisition cost (CAC) can provide insights into the campaign’s effectiveness.

The Molly-Mae effect

In the world of influencer marketing , the "Molly-Mae Effect" is a phenomenon that simply can't be ignored.

Molly-Mae is one of the most successful influencers in the UK, with 7.9 million followers on Instagram, the platform which started her career.

What differentiates Molly-Mae from many other influencers is that she only works with brands she shops at and wears. Molly’s authenticity is clear in every post and story. Her audience knows she's not just endorsing products for the money; she genuinely values and uses them.

A brilliant example of her influence is the recent collaboration with Cosmetips Ltd to launch her own edit.

Cosmetips creates luxury beauty edits with some of the biggest beauty experts and influencers. The aim of the campaign was to give consumers an insight into Molly-Mae’s hero beauty products.

The collaboration generated Cosmetify’s largest sign-up for a launch to date before they had even shared what products were included.

The edit then went on to sell out in 50 minutes – showing the power of her influence.

So, what can you learn from the Molly-Mae Effect?

Authenticity is non-negotiable

Authenticity isn't just a buzzword; audiences crave real connections and value-driven endorsements.

Consistency builds trust

Inconsistent efforts won't cut it. Consistency and reliability are the cornerstones of building a strong, engaged community.

Storytelling is powerful

It's not just about the product; it's about the narrative. The art of storytelling can elevate your brand above the noise.

Audience insights matter

Understand your audience inside and out. Listen to their feedback and tailor your strategies accordingly.

In the world of influencer marketing, the "Molly-Mae Effect" is a testament to the immense potential and influence of those who authentically connect with their followers.

I must admit, I also bought the viral Zara leather jacket and I may have got myself a pair of ultra mini Uggs also.

Looking at running an influencer campaign for your brand?

Share this article: