Can Influencer Marketing Have a Positive Impact on the Education System?

By  //  October 23, 2018

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Influencer marketing has made its way into many business budgets over the last few years. In fact, in many businesses, this makes up a good portion of the budget. At this point, influencer marketing is something that can’t be ignored. Source: Molly Biscoe

Influencer marketing has made its way into many business budgets over the last few years. In fact, in many businesses, this makes up a good portion of the budget. At this point, influencer marketing is something that can’t be ignored.

So, what do students need to know? If a student is interested in business, there are things they need to know about influencer marketing and how it affects them.

What Is Influencer Marketing?

If you doubted how important influencer marketing is, Top Rank talked to 102 brand strategists to show just how crucial it is. They noted the following about influencer marketing.

Source: Molly Biscoe

Now that you know how important influencer marketing is let’s take a look at what it is.

Source: Molly Biscoe

Influencer marketing differs from traditional advertising because it doesn’t work as a company directly sending a message to their target demographic. Instead, these companies either pay for or work to inspire an endorsement from an influential figure to their mark demographic.

Have you ever seen a celebrity in a commercial? Or an online personality talking about a product on Instagram or Twitter? These are examples of influencer marketing!

How Does the Education System involve This Technique?

Many universities try to keep their courses up-to-date for students so that they are ready to find a professional position in the modern world when they graduate.

As such, many students now take marketing and advertising classes that include techniques such as influencer marketing. They are responsible for knowing the ins and outs of these techniques before they graduate.

These topics can sometimes be difficult, though. Luckily, there are ways you can supplement your classes to get a greater understanding and a better chance of success. Most college campuses offer tutoring and writing help for students who need extra aid. To be as prepared for your future in business as possible, don’t be afraid to take advantage of these services.

Modern Influencer Marketing

A crucial concept for students to understand is that influencer marketing has evolved a lot over the last few decades. This is a significant part of the reason that influencer marketing has become so crucial in the modern era.  

Early influencer marketing used celebrity endorsements often in the form of commercials. A great example of this is when Pepsi featured Britney Spears in an ad campaign in the early 2000s.

This hasn’t fallen out of style, and it’s still often used. Jennifer Garner and Capital One, Michael Phelps and Under Armour, and Sofia Vergara for Head and Shoulders are all modern examples.

Pepsi Britney Spears GIF - Pepsi BritneySpears GIFs

(Source: Tenor.com)

This hasn’t fallen out of style, and it’s still often used. Jennifer Garner and Capital One, Michael Phelps and Under Armour, and Sofia Vergara for Head and Shoulders are all modern examples.

Source: Image

Source: Image

The most significant change in modern influencer marketing is social media. It should be noted, though, that brand’s social media – such as Wendy’s Twitter account – aren’t influencer marketing. While they are useful, they don’t fall under this umbrella term.

What influencer marketing does on social media is prompt online influencers to support a product. An example of this would be when YouTube creators such as Tyler Oakley promoting Audible. While sometimes influencers promote a product or brand because they like it, usually this is paired with some sort of reward for them. With the previous example of YouTubers promoting Audible, this was done by giving these promoters affiliate links.

Source: Image

If you take a look at some of these promotions, you notice that they have specific links such as a URL with the promoters name in it. Promoters advertise these links with the promise that using them will give the audience a discount. While this is true, the developers also get a commission of sales when affiliate links are used.

The significant part about getting an online personality or celebrity to promote a product with influencer marketing is that it gives companies a direct line to the target demographic.  

Besides, there is something to be said for the extent of the influence a celebrity or online personality has. Having them endorse a product creates a bandwagon for their fans to jump on. To fit in with other fans or show their support for the influencer, they are likely to support the product.

In these cases, the more popular or famous the influencer is, the greater reward there is for the company behind the promotion.

It should be noted that influencer marketing can include the endorsement of a credible source rather than just a famous face. For instance, if a university is recruiting new students, they may hire an alum to work as an influencer.

Source: Marina Markova

When it comes to modern education in the business sphere, influencer marketing is an important topic to be covered. Intimate knowledge of this subject can help students to be more successful in understanding how businesses promote brands and products and using these techniques themselves in the future.

The good news is that universities have picked up on the changes in marketing as we move into the modern era. Because of this, they have pushed education forward to help students succeed.

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