Companies are racing to keep up with the influencer economy, with many shifting towards influencer-style marketing. This approach involves using regular customers and employees to promote products, rather than relying on traditional advertising methods.
Influencer-Style Events
ResMed, a medical company, recently hosted an influencer-style event for users of its sleep apnea treatment device. The event, which included merchandise, hors d’oeuvres, and a photobooth, was designed to create a sense of community among customers. The company has also created social media content featuring customers who use its products, in an effort to build brand loyalty.
Other companies, such as Starbucks, are also using influencer-style marketing. The coffee chain has announced that some of its employees will create social media content for the company’s official accounts.
The Rise of ‘Baddies’
The term ‘baddies’ refers to fashionable, confident individuals who are often featured in influencer-style marketing campaigns. Companies are using these individuals to promote their products, particularly to younger, female audiences.
ResMed’s ‘CPAP Baddies’ page, which features customers who use the company’s sleep apnea treatment device, has gained a significant following on social media. The page has reached 4.2 million views over the past 30 days and has 6,200 followers across Instagram and TikTok.
However, some companies have faced criticism for their influencer-style marketing tactics. Polymarket, a company that offers betting markets, faced scrutiny for its use of paid creators to promote its products.
A Shift in Marketing Strategy
Companies are recognizing that ‘normal people’ content outperforms polished campaigns. This shift in marketing strategy is driven by the desire to create more authentic connections with customers.
As one marketing expert noted, ‘consumers have outgrown TV commercials and billboards, and a review from an influencer can come off as more authentic than a TV advertisement.’ This approach is particularly effective for companies that offer products that may not be traditionally considered ‘sexy’ or fashionable.
ResMed, for example, has had to get creative with marketing its sleep apnea treatment device. The company has worked with its employees to create social media content, including videos featuring customers who use the device.
The goal of these efforts is to build brand loyalty and create a sense of community among customers. By using influencer-style marketing, companies can create more authentic connections with their customers and promote their products in a more effective way.
Original reporting: El Paso News (HLL/CB) — read the source article.
