Social media has changed the rules of the game in marketing. Today, as consumers have become more discerning and skeptical of traditional advertising, the recommendations of opinion leaders are becoming particularly important. Influence marketing is based on the principle of social proof: if a product is recommended by a person you trust, then there is a high probability that you will buy it.

Right now, we need to learn two things: social media is the heart of modern communication, and influencer marketing is the secret to social media success. And now in order…

Billions of users spend their time on social media every day, chatting, having fun and getting information. This global audience represents a huge potential for business. In the context of information noise, it is becoming increasingly difficult to stand out and attract the attention of the audience. Influence marketing offers an effective solution to this problem — cooperation with opinion leaders, simply put, with influencers.

Types of influencers and classification by number of subscribers:

• Nanoinfluencers: have from 1 to 10 thousand subscribers. These are usually highly specialized bloggers with a loyal audience.

• Microinfluencers: they have an audience of 10 to 100 thousand people. They are better known in their niche and can have a significant impact on their subscribers.

• Macroinfluencers: They have from 100,000 to 1 million subscribers. These are already quite well-known personalities in their segment who cooperate with major brands.

• Mega influencers (or celebrities): have an audience of over 1 million subscribers. These are usually celebrities, athletes, actors and other public figures.

Digital transformation has dramatically changed the landscape of the fashion industry. Facebook Instagram* (Meta product: banned in the Russian Federation), YouTube, Pinterest and more recently, TikTok have become not just platforms for communication and amateur content, but also a powerful marketing tool. Fashion bloggers, due to their authenticity and proximity to the audience, successfully compete with traditional advertising channels. Today, the marketing of fashion influencers is one of the fastest growing segments of the market, which has already reached billions of turnover, and to be precise, its market capitalization was an impressive $1.5 billion in 2019 and is expected to reach $17.2 billion by 2027.

The fashion industry is constantly evolving, and social media plays a key role in this process. Influencers, due to their proximity to the audience, form new trends and influence consumer behavior.

One of the most notable trends of recent years has been the combination of luxury and minimalism. People are increasingly abandoning fast-changing trends and investing in high-quality things that will last a long time. Influencers are actively popularizing this approach, demonstrating how to create a stylish and functional wardrobe based on basic items and several accent items.

The videos of "What's in my Bag" and the fitting of designer novelties have gone viral, attracting the attention of millions of viewers. Brands, in turn, actively cooperate with bloggers to increase the awareness of their products and strengthen their connection with the audience.

Microinfluencers: hidden champions of influence marketing

Many brands mistakenly believe that for a successful advertising campaign it is necessary to cooperate with millionaire bloggers. However, micro—influencers - bloggers with an audience of 10 to 100-200 thousand subscribers are often more effective.

Why are micro-influencers so attractive to brands?

• High audience engagement: Subscribers of microinfluencers are more loyal and tend to trust their recommendations.

• Niche audience: Microinfluencers usually specialize in a specific topic, which allows them to reach a more precise target audience.

• Accessibility: Cooperation with microinfluencers is often cheaper than with large bloggers.

• Authenticity: Microinfluencers are perceived as more authentic and sincere, which increases the credibility of their recommendations.

The history of the Moscow brand Outlaw demonstrates that even a small investment can bring huge returns. The decision to transfer his coat to the famous stylist Maria Kolosova turned out to be risky, but in the end it fully justified itself. Maria's appearance in an Outlaw coat at Milan Fashion Week provided the brand with incredible coverage and attracted the attention of both potential buyers and representatives of the global fashion press. Maria, being not only a stylist, but also the fashion editor of Harper's Bazaar, had a huge influence in the industry. Her participation in the campaign gave the Outlaw brand extra weight and credibility. And here is an example of a partnership between a niche brand from Tyumen ASYA SEMYONOVA and an influencer Sasha Timofeeva from St. Petersburg is a great way of mutual PR and audience exchange.

The secret of successful targeting: psychography + demography + microinfluencers

To achieve maximum effectiveness of advertising campaigns, it is necessary to take into account not only demographic data (age, gender, location), but also the psychographic characteristics of the audience (interests, values, lifestyle). The combination of these two approaches allows you to create a more accurate portrait of the consumer and develop personalized marketing messages.

Microinfluencers play a key role in this process. Due to the idea or aesthetics they promote, as well as their narrow specialization and close connection with the audience, they allow brands to work effectively with micro-market segments and test various marketing hypotheses.

The Moscow streetwear brand MARCELO MIRACLES, having successfully expanded its presence in Paris, has become a vivid example of the effective use of microinfluencers. The brand selects bloggers who match its new values and style and creates partnerships with them. This allows the brand not only to expand its reach, but also to strengthen its position in the European market.

Everything changes when the name of the influencer sounds "louder" than the brand itself. Here we are talking about mega-influencers, they can rightfully be called real celebrities who have achieved significant success in their niches, and any brand dreams of collaborating with them.

Katya Kischuk was very different from her colleagues from the Serebro group, Katya's unusual appearance and originality attracted special attention to her person. Outside the group, she was able to maximize her potential and expand her influence to cooperate with foreign alternative brands, where her image manifests itself most effectively.

Cooperation with Masha Minogarova is a strategic move for brands wishing to expand their audience and strengthen their image. Her shows and social media attract millions of viewers who trust her opinion and recommendations. Partnering with such a bright and charismatic personality allows brands not only to increase awareness, but also to create an emotional connection with their consumers.

Doja Cat is certainly one of the brightest stars of the modern music scene. Her name is on the lips of millions, and her influence on fashion is undeniable. But the fashion world is not just about established stars. It's a constant movement, a search for new faces and talents. And one of such bright discoveries was Alex Consani — a young model who has already managed to conquer the catwalks of Paris, London and New York. Since her catwalk debut in 2019, Alex has charmed the fashion world with her androgynous looks and charisma. Her participation in the shows of brands such as Tom Ford, Alexander McQueen, Versace and Thom Browne has made her one of the most sought-after models of her generation. Her signature style — a combination of classics and street fashion — has won the hearts of designers and fashion critics.

A lot of attention is already focused on the pregnant Hailey Bieber, she is an influencer with experience and has considerable weight in the industry, and Jacquemus is a brand that actively works with young and progressive influencers, and has also already thundered on the whole world, with their innovative ideas in the field of promotion and advertising companies, and imagine this combo: pregnant Hailey Bieber in total look from Jacquemus — super effect!

This effect proves once again how powerful an influencer marketing tool can be. With the right approach, cooperation with influencers allows brands not only to increase awareness, but also to create an emotional connection with their audience, which in the future will work for a long time and productively.

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