The Role of Influencer Marketing in Key Industries: A Look at the Fashion Industry

Fashion

A universal truth of influencer marketing: An effective campaign always starts with the basics.

A brand must have a clear objective that they want to achieve, and also recognize the nuances of influencer marketing as opposed to traditional channels. (Having the right tools of the trade for enterprise influencer management helps, too.)

But in a rapidly expanding influencer world, how does one look for key influencers, aka KOLs? Especially an industry like fashion, which has typically relied on well-known celebrities to deliver the message?

An influencer marketing platform is one step to help companies search for influencers through a platform that works much the same way as Google would crawl online content. Such a platform helps brands analyze psychographic, geographic and demographic audience insights to identify the most influential people reaching a target market. This happens by scanning billions of public social conversations across Facebook, Twitter, Instagram, YouTube and Pinterest.

Such a platform helps brands analyze psychographic, geographic and demographic audience insights to identify the most influential people reaching a target market.

Influencer Marketing and Fashion

What then of the role of influencer marketing in an important multi-billion dollar global industry, the world of fashion, which has typically relied on big-name celebrities and elites to endorse its products?

A new generation of social media fashion influencers have amassed hundreds of thousands if not millions of followers, now wielding the power to charge thousands of dollars for just one Instagram post. With millions of avid followers waiting for their fix of #OOTD (Outfits of the Day), getting dressed requires careful thought and planning, and every post they have on social media is a potential financial transaction between brand and audience.

Famous bloggers like Danielle Burnstein, Kristina Razan and Susie Bubble may not be household names, but they generate a following by the millions which major brands cannot ignore. For instance, Ms. Burnstein reportedly charges $15,000.00 per piece of content to be posted on Instagram. What's more, the fastest-growing segment of influencer accounts is micro-influencers — those with immensely engaged audiences of 100,000 followers or fewer.

However, these bloggers’ credibility lies in the fact that they do not wear sponsored pieces all the time. They usually express themselves through clothes and accessories that they have invested in, and then accept sponsored partnerships with other brands. In fact, most influencers use the hashtags #ad or #sponsored to let their followers know that the post has been paid for, as is now the legal FTC regulation on influencer marketing. More than 50% of fashion influencers all agree that authenticity has been critical to their success, and 60% say that they are now more selective about the brands they choose to partner with. 75% say that they are not happy with how some brands are more concerned with numbers and reach, and less concerned about personal development.

More than 50% of fashion influencers all agree that authenticity has been critical to their success, and 60% say that they are now more selective about the brands they choose to partner with.

Big brands partnering with non-traditional social media celebrities need to be cognizant of these demands. They aren't working with figureheads or models; they're working with content creators who have cultivated a brand that represents them, and expects to be an equal and valued partner in the contracting of partnerships.

A few tips for fashion companies looking to employ influencers online:

  1. Use an influencer marketing platform to ensure you are widening your potential net of creators to the millions, so you can find a niche fit with your topics of interest. I.e. sustainable materials, glam aesthetics, budget-conscious, athleisure or more.
  2. Look for creators with already engaged audiences and high Audience Health Scores.
  3. Allow the influencer to play an active role in the campaign planning and creative — after all, it benefits both you and the influencer.

Read our case study on how a major beauty brand launched a successful influencer campaign with HYPR, engaging its niche target audience effectively.


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