By: Jim Matorin, Business Catalyst at SMARTKETING: Tech-friendly pragmatist that specializes in innovation and revitalizing businesses.
The influence marketing debate continues. As I explored in my last SMRA guest post The Evolution of Influence Marketing https://smra-global.org/news/5875522, marketers recognize the need to utilize macro or micro influencers. Based on what I have experienced this past month working on a project to identify micro influencers and then reading this past weekend about Meghan Markle’s global fashion influence, I am leaning towards macro influencers. It is obvious, especially when it comes to pop culture, they consistently deliver the big bang (numbers). For the record, Ms. Markle had deleted all her social media accounts, but thanks to photographs of her and Prince Harry at the Invictus Games last September that circulated around the world exponentially, she unofficially evolved into a British fashion icon.
Before I share some of Ms. Markle’s social media statistics I reviewed, I want to take timeout to share a marketing history lesson. My apologies, but influence marketing really is just the current descriptor for buzz marketing generated via social platforms. The power of one photo/video was first discovered back in 2002 when Sandra Bullock popped a Listerine PocketPak™ strip in her mouth while she was walking the red carpet at the Academy Awards. Boom, along with other integrated marketing tactics, Pfizer Consumer Healthcare Listerine PocketPak™ strips became an overnight sensation.
Back to Meghan Markle, global fashion trend setter. She was photographed wearing distressed Mother jeans and carrying a Everlane tote back in September 2017. Mother experienced a 200 percent increase to their website; a 60 percent increase in Google searches versus the same period the prior year. The company sold out their inventory in 3 days and cultivated a reorder waiting list of 400 people. Everlane reported they now have a waiting list of 20,000 people for the tote she carried. As her first post-engagement appearance, the Strathberry bag she carried sold out in 11 minutes and website traffic to the bag’s manufacturer (Scottish) soared 5,000 percent. Now all eyes (a.k.a. Instagram) are on the brands she will wear for her upcoming wedding. Fashion industry analysts believe Meghan projects the fairy tale image of a modern woman with a straightforward idea of luxury. Consequently, young women gravitate towards her unconventional fashion statements.
Macro vs. micro influencers? My final take: It varies by industry. Definitely macro when it comes to fashion.