With the growing usage of social media through the years, the social platforms have gained more and more importance.
There are many SoMe platforms out there, but if we focus on the social media Instagram, the first thing we can see is that digital marketing has made it almost impossible for us to forget about that blouse or bag we liked from another website, as it pops up while we scroll on our instagram news feed.
Another thing worth mentioning is the growing usage of influencer marketing. That famous singer we like and follow on instagram, the youtuber or a specific blogger, has made deals with companies to promote their brands, being in the form of a paid campaign, or getting free stuff from the same brand. Due to the fact that we follow these people, we get influenced by this as well, and attain knowledge of brands or products we never knew existed and now want to buy.
The influence these fashion youtubers, bloggers and instagrammers have, is astonishing. Fleur de force (www.instagram.com/fleurdeforce), an English youtuber and instagrammer, has 776k followers on instagram, and is therefore not as big as some other influencers like Bianca Andrade or Camillia Coelho, nonetheless she still get paid enough for her creative contents and adds, that she was able to make a living of her youtube channel and instagram account.
These influencers, specially you tubers, constantly make video hauls, where they show their followers what they have bought recently. This is yet another way we as consumers get information and knowledge about products we didn't know we wanted. What makes these hauls special and good marketing for companies is that other than the influence of the youtuber as example, the consumers get to see and hear the opinions of the influencers, whether the fabric is comfortable, or if the clothes themselves fit well or not, as they are worn in the videos.
A more and more popular way of showing of new products, has been through the social media platform instagram. The influencer posts a picture to their feed of them wearing the piece of clothing and through the platform they are able to "tag" the brand. That makes it easy for their followers to tap the photo and get the information on where they can buy the same product.
Influencers have overall gained a lot more say in the fashion industry. Whereas some years ago fashion shows were exclusively for magazine editors and famous people, it has now been inviting these Influencers to join as well. Brands know that the job of these influencers is to create and communicate and so they sit with their cellphones and share pictures through the whole show.
As the younger generations are beginning to follow more influencers than they follow famous singers and actors, it is safe to say that the influencer marketing is a good bet for most brands.
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