What’s the Future of Influencer Marketing?
Influencer marketing has taken off as a wildly popular tactic within public relations. It’s hard to scroll through social media without at least one of these sponsored posts popping up in your feed. But it got me wondering: will this last forever? My generation has grown more skeptical of the true intentions that brands hold and how that affects the way they use influencers. In order to truly make an impact among up-and-coming younger audiences, I believe that brands need to adapt their strategies to fit the needs and wants of Gen Z. Let's look at what tailoring the influencer to the audience can truly do for a brand.
Devon Lee Carlson for Marc Jacobs
The influencer partnership that has stuck out to me the most in the past six months comes from the brilliance of Marc Jacobs in their August 2021 collaboration with Gen Z’s internet BFF, Devon Lee Carlson. The eight-piece capsule collection mirrors Carlson’s personal style of a bubblegum Y2K dream while still matching Marc Jacobs’ aesthetic of youthful and vibrant designs. Combined with the fact that each piece is priced under $225, the partnership was destined to be a hit for the Marc Jacobs’ target audience of style hungry, affluent 18 to 35 year old women. To no surprise, the collection sold out almost immediately online upon release.
Devon
Carlson makes for the perfect match of influencer to Marc Jacobs because of her ability to make the unattainable feel reachable. While the 27-year-old boasts an impressive portfolio that includes gracing the covers of several high fashion magazines and co-founding an iPhone-case company with her family, she’s been recognized as someone that “keeps it real.” She speaks candidly on her Youtube channel, vlogging her everyday life that makes it seem like you’re on FaceTime with a friend. Her eclectic, vintage style and unfiltered social media feed make her stand out in a way that’s fresh in an oversaturated field. Her unapologetic confidence has won over hundreds of thousands over social media, going on to grant her modern “it girl” status.
Marc Jacobs
The magic of this collaboration also wouldn’t have been able to happen without the image Marc Jacobs has spent the last 30 years curating. Presenting mainly grunge pieces designed straight from the 90s, the brand is at the forefront of breathing new life into these trends that are gaining more popularity among a younger generation. The choice to collaborate with Carlson is simply a match made in heaven for fans of both parties. These audiences seek authentic experiences and appreciate curating a unique sense of personal style. This collection is able to bring the aesthetic of Carlson’s Instagram grid into the hands of consumers through the means of Marc Jacobs.
How Gen Z is Changing the Game
Gen Z is changing the rules of the game when it comes to using influencers, so it’s crucial that brands keep up. In order to create successful influencer marketing campaigns, consider these key points:
Gen Z goes deeper. It’s important to push for real-life, long-term partnerships to build the most trust among this generation. Before the release of her own line, Carlson had previously collabed with Marc Jacobs on a Valentine’s Day tee in early 2020, which started to create a line of trust between her audience and the brand. Above all, focus on building authentic connections rather than seeking bigger numbers.
Gen Z is shifting their focus on platforms. Specifically, get to know the ins-and-outs of TikTok and Twitch. It’s no secret that TikTok has surged in popularity as the place where all of the trends are originating. However, if TikTok is the reigning powerhouse, then Twitch is the underdog. While the live streaming platform is most known for gaming content, it has branched out into other areas like music, talk shows, beauty, and other “in-real-life” content that is quickly becoming the new cable TV for Gen Z. Streamers have developed highly personalized, niche communities because the platform is driven by two-way interaction that Gen Z craves.
So to answer the question: will influencing last forever? While there are no signs of it slowing down anytime soon, brands must be conscious of the way that they utilize influencers to keep the tactic fresh and prospering for a younger audience.
About Hanna
Hanna Ziesel is a junior studying Advertising and Public Relations with a minor in Writing. Her passion for writing stems from a love for being able to use her words to make an impact on others, using her skills to craft stories and build lasting relationships. This is her first year on the GrandPR team where she serves as the Firm Editor, as well as her first year being a member of GVPRSSA. After graduation, she hopes to use her skills in public relations to work in the music industry.