Anti-Influencer Marketing And Its Consequences

Last Updated: 27.03.2018 11:28
#influencer marketing

Bloggers, community and opinion leaders have become a distinct link in the brand promotion chain, and no campaign is now conducted without them. However, working with them is not always necessarily influencer marketing. In this context, the most popular Instagram family, the Kardashians, are worth a mention. They are a unique phenomenon of our times. We can endlessly discuss whether they are talented or mediocre, but one fact is undeniable – not many can compete with them in being able to monetize any step taken. Even negative publicity brings them profits. Even anti-influencer marketing brings revenue to brands they promote.

Case Studies

Let’s look at a vivid example – a recent Pepsi advertising clip with the American model Kendall Jenner in the forefront. The plot has Kendall join the international protest for a non-specified ‘good cause’ and against all evil, and finally shows one of the cops from the cordon with a can of Pepsi.

The policeman takes a sip, everyone is cheering. Except for the Pepsi marketing team – it deleted the clip in 24 hours. And Kendall asked her fans’ forgiveness, while the media labeled the clip “the worst advertising ever made.”

Our second example is Kylie Jenner, Kendall’s sister. Two years ago, she began cooperating with the affordable clothing brand Fashion Nova. Moreover, the mass-market brand launched a separate Kylie collection. Kylie published an Instagram post with an #ad tag, where she admitted loving her $35-dollar Fashion Nova jeans. The post received negative feedback because of Photoshop use, but while the news went all over the media, it got 2,690,068 likes – a number similar to the population of Rome.

Kylie one of 5,000 influencers that Fashion Nova works with, and the brand can hardly keep up in making enough jeans – that’s how quickly they sell.

So What?

In both cases the brand has faced criticism of the material, but the result is the exact opposite. This is associated with the organic relationship between the brand-content and the influencer. In case of the jeans that have been selling so well owing to an influencer known for her attractive body and love for Photoshop, there are no complaints about the product – and no discrepancies.

People love Viners for their sense of humor and fast-paced presentation, and if they don’t like the content, they sign up for the standup performances on YouTube. The same is true for Kylie and her ton of identical selfies – that’s what her followers expect. All of them suspect that she’s using Photoshop and plastic surgery, but do not unfollow her. Precisely because it corresponds to their expectations. This is how anti-influencer marketing becomes an efficient promotion tool.

In case of Kendall Jenner, the result came out just the opposite. A model with thousands of explicit photos, whose life is a TV show, played a peacemaker in the Pepsi advertising campaign.

As a result, an iPhone photo solved the brand’s marketing tasks more effectively than a professional advertising clip. Organic nature is one of the main requirements for brand-content in the process of promotion. And that’s where anti-influencer marketing comes in again in helping the promotion.

Where are all these discussions leading to? To the fact that it does not matter what personas, advertising channels and tricks you’re using – the main thing is for them to resonate with the expectations of your target audience. And in relation to influencer marketing, the first step towards satisfying its expectations is the choice of relevant influencers.

 

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Kate Nut
++ Editor
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