This is a form of social media marketing, involving the promotion of products and services using endorsements, product placements from influencers and organisations who posess expert knowledge and support the product.
According to Moon et al (2016, p.22 ) Instagram is a “rising photo-sharing social networking site” where people like other people’s photos and also try build their followers.
What is an influencer?
A Influencer is someone who is seen in the eye of the public on social media, having the ability to influence potential buyers of a product by promoting or recommending it on their social medias. Influencers can show their followers content on their hobbies, makeup, gym, fashion and their lifestyle tastes and preferences.
Why do brands work with Influencers?
Brands collaborate with Influencers as their aim is to target their specific audience with their product and believe that influencers who have a big following of that market (young teenagers, mothers etc) would help their product to be recognised on a wider scale.
Influencers are seen as important as they have the control to influence what their followers buy, what is in trend and what is popular. If the influencer is seen promoting the latest winter coat from penneys, their followers will want to buy the same coat, or promoting a new self-tan.
Instagram can be used in a number of ways by Influencers, influencers can partner up with famous brands and collaborate with them in paid partnership deals, in return to promote the brand and be sent PR packages with the latest updates. Eg- Daniel Wellington, Regatta and Sosu by Suzanne Jackson.
Jin V. S, Muqaddam, A and Ryu, E. (2018), Instafamous and social media influencer marketing , Social media influencer marketing, Vol 37, No 5, pp. 567- 579
My Favourite Influencer
I admire many influencers on Instagram, but i have decided to write about the Irish Influencer Bla Murphy because I feel like she shows a realistic side on her profile and always engages with her followers. I love her sense of style and feel like she inspires me when I look at her refreshing content to always work hard. She has built a positive image of herself and is successful from being a makeup artist and Co Owner of Biabellebeauty.
Bla Murphy alongside her sister Aoibh Murphy.