INFLUENCER EFFECT ON BRANDS

Prepared For
Comm 198 Writing Assignment 2: The Report/ Business Case

Prepared By
Preyal B. Dalwadi And Ankit Ankit
Fleming College

March 25, 2022

i
Contents

EXECUTIVE SUMMARY..........................................................................................................................iii
INTRODUCTION.....................................................................................................................................iv
FINDINGS...............................................................................................................................................v
DATA ANALYSIS....................................................................................................................................vii
CONCLUSION AND RECOMMENDATIONS:...........................................................................................vii
References..........................................................................................................................................viii

ii
EXECUTIVE SUMMARY
Influencer marketing plays vital role in marketing industry to advertise products and services
across all the industries to affect consumer buying behaviors through social media platforms
such as Tiktok, Instagram, Facebook and other such sites. If certain characteristics are
possessed by an influencer, it will strongly create an impression in the minds of potential
consumers and also it will add more satisfaction to the existing and loyal customers.

iii
INTRODUCTION

The purpose of study is to know different characteristics of influencers across industries.

The report will be useful to students, marketing research companies, corporates to
understand the types of characteristics a brand influencer is required in different industries.
The research is conducted using secondary research through different resources such as
internet websites, college library etc.

iv
FINDINGS
Social media, internet space, and television have become part of everyday life. As a
result, influencers have become more and more influential and are influencing consumer
buying behaviour. Different characteristics of an influencer are as follows:
In Influence Marketing, ads are developed and delivered by influential people, opinion
leaders, rather than by the brand itself. They lead by example rather than using word of
mouth to convince the customer to purchase the product.

Marketing products and services using influencers is a method of marketing on social

platforms through influential members of the platform. Based on the number of their
followers and average engagement on their pages, influencers can be classified as Micro,
Macro, or Mega. Due to the popularity of social media among individuals of all
ages in particular youngsters, many of these users grew on to become influencers mainly
because of their content. According to many social media users, influencers are your virtual
friends who recommend products and services to you through curated content
As influencers, they also create content in niches and genres such as beauty, food, fashion,
lifestyle, and build a following that soon makes them influencers. The ability to become an
influencer is directly related to becoming a trustworthy source for their followers
and having thousands of people agree with their belief. This is the main reason why
businesses hire influencers to promote themselves online. They strive to connect with an
influencer's key audience through the influencer, and they try to generate sales and
attention to their company through well-crafted marketing materials.
As the pandemic wreaked havoc on the world, many individuals turned to social media to
express themselves via Facebook, Instagram, TikTok, YouTube, and other platforms. They
garnered lucrative brand collaborations as they gained traction and popularity among users,
who now flock to online places even more than normal, and have now turned into a whole
marketing prospect in the marketing sector. Regardless of their size, an increasing number
of businesses are adopting this strategy. (IJIRMPS, 2021).

1. AUTHENTICITY: It is because of this attribute that influencers are well-suited to the job of
spokesman; perhaps even more so than celebrities. According to one study, people
appreciate relatability two times more than the celebrity of the spokesperson when
evaluating product endorsements. Sixty-three percent of customers asked indicated they
trusted influencers' word over how brands present themselves in marketing.
2. Creating Expert Content: To become an influencer, you don't need a master's degree
or specific training. However, in order to build a large and genuine following, one must
be able to create material that stands out in a sea of content vying for consumers'
attention. According to the Content Marketing Institute, the majority of marketers (53
percent) consider their content marketing efforts to be "moderately effective."

v
 3. Community Management: Beyond establishing a following, an influencer's role
entails fostering a real relationship with their audience. Answering questions from
their followers, organizing competitions, and resolving heated arguments are all part
of the job (5 Characteristics of a Good Influencer, n.d.). Influencer marketing relies
on the strength of the influencer-follower relationship above all else. Authentic
influencers, like Ferguson, participate actively in the lives of their followers,
commenting, like, and clarifying—all of which contributes to a strong link.

4. Trust: Much like authenticity, maintaining trust between the influencer and the
audience is critical; strong influencers understand this. After all, trust drives our
every decision, whether it's in the information we rely on, the people we associate
with, or both

5. Passion: If authenticity is the glue that holds influencers and audiences together,
passion is the fuel that drives them forward. Passion can't be faked, just like honesty.
Influencers serve as aspired role models for their followers. Influencers let people
witness relatable, likeable people pursue their aspirations and ideas right in front of
their eyes, whether it's in fashion, woodworking, home design, or food. (5
Characteristics of a Good Influencer, n.d.).

POPULAR INFLUENCERS OF 2021 (LAUNCH METRICS, 2021)

LENA MAHFOUF
Léna Mahfouf, also known as Léna Situations, is a French YouTuber, blogger and influencer
of Algerian heritage. She first joined YouTube in 2013 and has now more than 2.14M
subscribers. She expresses her interest in the fashion industry through her videos and daily
life on social media. She has been working closely with the French Maison Dior, which
collaborated with the French pâtissier Cédric Grolet to celebrate the arrival of their new St
Honoré bag. Léna was featured also, recreating one of Cédric’s signature creations: the
Saint-Honoré. As a close brand affiliate, throughout 2021 she generated an impressive
$4.72M in MIV® for the Maison. This influencer is a rising star and clearly generates top
value for brands, she was also named in the Forbes 30 Under 30 France in the Cinema &
Entertainment category by Forbes magazine and is definitely one to watch.
GABRIELLE CAUNESIL
Former model turned influencer and founder of La Semaine Paris, Gabrielle Caunesil is
French, lives in Milan and shares her private life mainly on Instagram & YouTube where she
has 1,3M followers and 98.7K subscribers respectively. Gabrielle works with many top
fashion brands such as Prada and was a former ambassador for Armani, developing a
personal relationship with the designer which allowed her to wear a custom Giorgio Armani
Privé to her wedding in Tuscany in 2o19. This relationship has resulted in some top Media
Impact Value™ generation as Gabrielle has amassed $388K in MIV® for the brand this year.
LEONIE HANNE

vi
A former Strategy Consultant, Leonie Hanne from Hamburg, Germany has firmly secured her
position as one of the top fashion influencers in the world. Leonie’s content is primarily
focused on fashion, promoted across her channels where she has more than 5.3M followers
on TikTok and YouTube combined. She works with a range of prestigious brands such as
Chopard, Dior, Fendi, Givenchy, Louis Vuitton, Swarovski, Tommy Hilfiger, and Balenciaga.
We named Leonie one of the most influential fashion trendsetters of 2020 in our
partnership with Lyst. Leonie’s impact for high end brands can’t be denied as she generated
an impressive $1.22M in MIV® for Balenciaga in 2021.

DATA ANALYSIS
Influencers on Twitter make your already-effective advertising efforts even more effective.
According to our findings, individuals who were exposed to brand Tweets exhibited a 2.7x
increase in purchase intent compared to those who were not exposed to a brand Tweet The
increase in purchase intent was more than quadrupled to 5.2x when participants were
exposed to a campaign that included both brand and influencer Tweets.

Influencer marketing is dominated by blogs and Facebook, with YouTube, Instagram, and
Twitter trailing far behind Blogs were cited by 37% of respondents as their most effective
platform, while Facebook was cited by 25%. (IJIRMPS, 2021).
According to The State of Influencer Marketing 2021 research, 48 percent of respondents
executed influencer campaigns, with interest in using influencers on TikTok increasing 325
percent in only one year.
Influencers are trusted by 70% of teenagers more than traditional celebrities.
Not only do 49% of consumers rely on influencer recommendations, but 40% have
purchased something after viewing it on social media sites like Twitter, YouTube, or
Instagram. (DIGITAL MARKETING INSTITUTE, 2021).

CONCLUSION AND RECOMMENDATIONS:

In conclusion, we can say that influencer marketing affect significantly consumers’ purchase
decisions. It also affect consumers learn about market trends and things to buy and from. In
recent times it has become a more effective and has shown major impacts on purchase
buying behavior across all ages and tastes.

vii
References
(2021, OCTOBER 19). Retrieved from DIGITAL MARKETING INSTITUTE:
https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-
surprise-you#:~:text=49%25%20of%20Consumers%20Depend%20on%20Influencer
%20Recommendations&text=Not%20only%20do%2049%25%20of,likely%20to%20make
%20a%20purchase.

(2021). Retrieved from IJIRMPS: https://www.ijirmps.org/papers/2021/4/1148.pdf

5 Characteristics of a Good Influencer. (n.d.). Retrieved from GRIN: https://grin.co/blog/5-

characteristics-of-a-good-influencer/

viii