The meaning of influencer marketing
Initially considered an experimental advertising channel, especially for high-end and luxury brands, influencer marketing is now the fastest growing form of digital advertising.
Influencer marketing is a byproduct of marketing that focuses on using key opinion leaders or social influencers to drive and amplify a brand’s message to the target audience.
The digital revolution has led to the emergence of a new type of influencer, with consumers now looking to the opinions and experiences of everyday people to guide their purchase decisions. Building your brand’s reputation is now about genuine, personal recommendations from believable and authentic digital personalities and social media stars. These digital influencers carefully curate fan bases with specific characteristics, giving luxury brands the opportunity to reach very targeted audiences.
Influencer marketing is now linked closely with social media marketing and content marketing. Influencers spread the message through their social media channels; within the world of luxury, Instagram being by far the dominant channel.
They offer an engaged online audience, can lend luxury brands a voice of authenticity and have the potential to produce original brand materials. New and authentic content from an influencer partnership is perhaps the most valuable takeaway for luxury brands.
Although promising, influencer marketing is a grey market with many pitfalls. Selecting the right type of partnerships, avoiding inflated user base and engagement rates, and measuring a meaningful ROI remain problematic.
Our take on influencer marketing for luxury brands
A debated form of digital advertising. Chasing authenticity. An investment in quality content and untapped reach. Beyond celebrity endorsements, creative collaborations.
