Companies are shifting towards influencer-style marketing to reach younger audiences. ResMed, a medical company, has created a ‘CPAP Baddies’ page to promote its sleep apnea treatment devices. The page features users of the devices, including employees and customers, sharing their experiences and creating content around the product.
Influencer-Style Marketing
ResMed’s approach is part of a larger trend of companies using influencer-style marketing to reach younger audiences. This can include hosting events, creating social media content, and partnering with ‘normal people’ to promote products. The goal is to create a more authentic and relatable brand image.
Other companies, such as Starbucks, have also adopted this approach. The coffee chain has announced that some of its employees will create social media content like influencers for the company’s official accounts.
Effectiveness of Influencer-Style Marketing
The effectiveness of influencer-style marketing is still being debated. While some companies have seen success with this approach, others have faced criticism for their tactics. Polymarket, a company that created a ‘Baddies of Polymarket’ page, faced scrutiny for its deceptive marketing tactics using paid creators.
ResMed’s ‘CPAP Baddies’ page has reached 4.2 million views over the past 30 days and has 6,200 followers across Instagram and TikTok. The company’s chief marketing officer, Katrin Pucknat, said that the goal of the page is to normalize sleep apnea treatments and create a community around the product.
Original reporting: KTVZ (Central Oregon) — read the source article.
