With 70% of brands have increased their social media marketing spend in 2017, influencers will become increasingly central to fashion and luxury brands’ marketing strategies in 2018. It’s important to understand why this interest and new dynamic marketing tactic is so popular.
This post focuses on the value of influencers and understanding the direct ability and power of fashion models…
1. MODELS KNOW THE INDUSTRY AND POWER OF SOCIAL MEDIA
Surrounded by photographers, stylists and makeup artists, models are inspired daily by industry knowledge and know the best advice to share with their audience. They are a modern birth of unique insight, allowing their followers to seamlessly engage with their content and share real-time exclusive moments that their audience wants to know more about.
As models also growingly understand the power of social media and collaborations, platforms such as Instagram provide models the chance to heighten the promotion of their identity and portfolio. For example model and influencer Juan Milan says:
« Between my Stories and my posts, social media allows people to see my personality. Instagram allows you to have the control of your own image, you can brand yourself, and show people who you really are. »
2. MODELS HAVE CREDIBILITY AND AUTHENTIC VALUE
Micro influencers such as models maintain relatable factor followers can really engage with.
This personal online presence resonates further engagement, unlike mega-influencers who may simply tag a product for placement with a high-income endorsement.
Social media tools such as Instagram’s Stories provide the technology which models utilise to help bring direct, real-time content straight to your brand’s target audience.
This enhanced consumer experience is a modern take on traditional word-of-mouth recommendations.
3. MICRO INFLUENCERS HAVE A SMALLER, MORE TARGETED AND REACTIVE AUDIENCE
Not only do people trust content from micro influencers more, they are also spending more time actively engaging with their journey…
A new study shows that consumers view content from influencers for an average of 2 minutes, 8 seconds — 7 times longer than the digital display ad average of just 19.2 seconds. With such active interest, models are growingly involved with being reactive to trends and consumer behaviour as they see first hand the results and interest from their followers.
Whilst macro influencers may connect with a larger reach of followers, this reach is not necessarily as organic as micro influencers, who personally interact and connect with their audience. This results in a reactive and correctly targeted success rate supported by real results.
4. THEY CAN CONNECT WITH THEIR AUDIENCE ON A PERSONAL LEVEL
Whilst traditional supermodels such as Kate Moss and Naomi Campbell broke barriers in modelling by turning themselves into personal brands, they also would have had to rely on mass-market campaigns and international covers to help maintain this reach. In today’s 21st century digital generation, models are born with mobile first knowledge and are able to market themselves to connect with this very same audience.
Since micro-influencers don’t have millions of anonymous followers, they have had to build and expand their followers one by one. This genuine and instant connection is a result of their interaction with modern technology, using new tools and features to connect with their growing fanbase and manage this data.
Working with an active influencer who’s engaged with your brands’ industry heightens more value than paying a macro-influencer who has millions of non-generic accounts following their profiles. Micro-influencers and fashion models are thus armed and ready to personally engage with their audience and know the features and tools which enhance this experience. As described by the Business of Fashion, models are now « individual content creators and their own direct-to-consumer media channels. »
5. CONSUMERS ARE MORE ENGAGED WITH SOCIAL MEDIA PROMOTION THAN MAGAZINE ADVERTISING
More consumers are invested in purchasing products through their Instagram and online feed than magazine advertising. This new shift shows the growing influence of models within the fashion industry as reported by TapInfluence, who found that social media marketing is 11 times more effective than banner ads. This shows that the followers of micro influencers are more actively engaged with the brand who collaborates with a real and organic influencer than generic ones.
This dynamic change underscores the influence of social media and shows the shift of traditional consumer marketing methods. It will become increasingly important for brands to cultivate relationships with influencers to gain consumer attention.
6. MODELS CAN HELP YOUR BRAND’S SEO RATINGS
Connecting directly with your target audience and seeing real-time results, models provide a unique database that helps enhance your brand’s online ratings.
As a key purpose of any successful marketing strategy is to help enhance the visibility of a brand’s identity, harnessing these values models provide reveals the significant rise in your SEO ratings. Models can help expand your profile link and grow site traffic with features such as ‘swipe up’ now available via Instagram’s Story feature, bringing this interest straight back to your site’s home.