Are you familiar with influencer marketing? Definitely a phenomenon of this day and age of social media!
I didn't know there was a name for this sort of thing, but I've definitely seen it on social media! A lot of celebrities (or people who want to be celebrities) giving personal testimonies about how great products are.
Exactly! The focus is more on the person than on the people they're trying to sell to / influence. Kind of backward, and definitely risky given that it's pretty easy for one person's actions to suddenly have a negative impact on a product or service.
Celebrities these days aren't just shilling for fashion or beauty companies! You can see them giving rave reviews to foods, vacations, airlines, and so much more....
I know, it's ridiculous -- any and every thing. What's worse, is that some people will just blindly *bite*. So yeah, the companies relying on influencers are definitely getting what they want. I just don't think it's sustainable.
Yeah, I agree with you. It might seem like a good idea when people have a positive perception of an influencer, but things can change - and when they change for the worse, the company's marketing suffers.
BIG time. Recent example: Subway! Not really an influencer, but definitely marketing that relied on a personality....one that went horribly wrong.
Great point! Jared was somebody whose influence over potential buyers evaporated overnight.
And not only evaporated, but left a *stench*, you know?! ANYWAY! Is there a company you *love* and respect because of a spokesperson?
Honestly, I can't think of a single one, which speaks to how the practice can alienate potential buyers too. If anything, I prefer getting my company or product endorsements from crowdreviewing, where a large group of people have weighed in.