The strength of the influencer continues to rise and brands are looking at new ways to use their power. Becoming more popular than celebrities, savvy brands are signing up key bloggers to work intensely with them just as they did with the supermodels back in the 80’s. L’Oreal has recently engaged five beauty bloggers with a total reach of 5.5 million who will help launch new products, create content and attend main events such as London and Paris Fashion Weeks and Cannes Film Festival.
As consumers change the way they interact with brands it’s bloggers who can speak in a voice that appeals, creating a genuine and fresh approach. The success of the partnership evolves from the sincere relationship between the product and the influencer. As a result their endorsement of a product is more likely to be trusted by the consumer than a traditional advertising campaign. The role of the influencer is set to continue and will no doubt play a significant role in marketing strategies of the future.
Brands and retailers are turning towards influencers as major marketing channels, from Kim Kardashian snapchatting Airbnb accommodations to Cupcakes and Cashmere’s clothing line with Nordstrom to bloggers creating outfits for Corona Light. Influencers are the golden children of marketing strategies right now. Rebecca Minkoff even put influencers front and center in her New York Fashion Week runway show, featuring several popular fashion bloggers—including Chriselle Lim and Arielle Charnas—as models in her Greene Street production.