Just like how fashion styles are always changing, so is how brands market their products to consumers. We are constantly being exposed to ads on every type of media we consume, so companies had to come up with a way to get promotions to come from people in an authentic way that would make them stand out.
With the need to connect with consumers on a human-to-human level, companies have turned to using people and their social media platforms to be those humans for them. These popular humans are known as influencers.
An influencer is someone with established credibility, who has a large following and can persuade others to take action. In the fashion world, that means learning about a new trend or brand and buying the clothing item or accessory to get yourself the same look that your favorite style blogger just posted on her Instagram.
The fashion industry adopted the influencer marketing strategy early on.
Companies like Revolve, a 16-year-old brand that sells designer clothing online, reportedly spent $14 million on influencer marketing in 2017. Revolve’s influencer program works by finding “it girl” models and socialites with large followings and sending them free clothing and accessories for which they are paid to post Instagram pictures and stories in.
When looking for a potential influencer to join their team, the company looks for upper-class, millennial women who already fit into the demographic they are trying to reach. A person with the most potential influencer isn’t necessarily someone who has the most followers but is someone who can generate high levels of engagement.
Engagement helps to humanize the brand and make customers feel like they are apart of the trend. Revolve also gives its Instagramers a substantial amount of freedom with how they post about the brand which helps the content feel authentic and allows the women to seamlessly fit the plugs into their personal brand.
Revolve has made itself stand out from the thousands of other brands that use this method by holding events around the world and flying their influencers out to mingle, pose and most importantly- to post Instagrams in their fabulous outfits, all provided by Resolve.
To make it easy for consumers to follow along with their favorite Insta-star’s Revolve trips they all tag #RevolveAroundTheWorld.
These events are important because they can help boost the followings of all the women involved, which is beneficial for both parties.
When someone who might have fewer followers is tagged in an Insta-star’s Revolve post, that women, who had fewer followers, will gain exposure and followers simply by being associated with the star. Getting that exposure is just another incentive these women have to work with Revolve.
Influencers and companies, like Revolve, are changing how we learn about new styles and how we shop. I like following stylists, fashion bloggers and socialites to see what they’re wearing and where they shop to help inspire my own style.
Some of my favorite accounts to follow are @weworewhat, @chiaraferragni, and @yin2myyang.
Who are some of your favorite influencers to follow?