BRANDING BREAKDOWN: INFULENCER MARKETING- Contextual Essay

This semester I have successfully produced the information/ research based digital artefact ‘Branding Breakdown’ focusing on ‘Influencer Marketing’. Hosted on WordPress the blog looks to help social users to gage further understandings on the operations of this marketing field. Through this content, my aim was to showcase the methods and strategies brands implement to attract us into buying products. I my research behind this topic to enlighten readers on how this form of marketing has both positive and negative attributes, as well as the exploring notions of trust for consumers with distribution of authentic products. Initially, this artefact was constructed to just showcase the facts and methods behind social influencers. Whilst this did look to be an an informative platform, I wanted to push past descriptive content as these sites are already available. Looking to stand out amongst competing sites, I focused on constructing a source for audiences to discover more about this practice, looking at techniques through the relation of physical examples to illustrate how authenticity and what to avoid. Speaking with Chris, I also wanted to conduct several interviews to gage young individuals experiences with this marketing strategy. With competing blogs only focusing on information based content I looked to produce a mix of scholarly and peer opinions, covering all areas of this marketing strategy, leading more readers towards this site as it host all this content on a single platform.

Although influencer marketing targets a wide range of audiences, I looked to target my content towards young individuals due to their prevalence throughout social media. Focusing on these individuals I was able to use popular influencers as examples to further explain the message of my content. With influencers like ‘Bella Thorne’ and ‘Lili Reinhart’ directing their own branding to target young people, implementing them throughout this blog helped to ensure my content was easily understandable. With this artefact targeting young individuals, utilising topics from this audience looked to produce engaging content through the use of this prevalent issue. Although WordPress is a great source to host this artefact I was worried that it wouldn’t have the potential to reach my target audience compared to traditional social platforms. With this in mind I utilised Cooper Smith’s article from the Business Insider Australia to determine the platform that best targets my demographic. With the article providing statistics and information on many social apps, Smith’s research compares the opportunities these platforms offer revealing Instagram to have a strong connection with young adults, with users stating they use the app “several hours a week or more”. Using this research I focused my examples around influencers with popularity based on Instagram. While this platform wasn’t the most suitable to host the amount of content, I found implementing these aspects ensured that young individuals were able to connect with these arguments.

Looking at this artefacts trajectory, with the influx of influencer displayed across social platforms, this blog looks to be a valuable source for individuals. This content is beneficial as it illustrates these techniques, whilst also helping to simplify this strategy for social users who are not familiar with these processes. Businesses are also able to utilise and compare this content to their own campaigns, to further build their brand and best target young individuals using these techniques. Hosting both successful and unethical case studies from other business will look to drive these businesses towards more ethical behaviours, as they are able to learn of others mistakes. With influencers already curating a large following the longevity for audiences intrest in this blog will remain stable, as these flowers are constantly researching to ensure they can trust these individuals.

Although I have previous experience with blogging already throughout my degree, when first commencing this artefact I utilised sources like Crick and Winfield’s article on academic blogging to assist with maintaining professionalism throughout my content. Although these post display are more relaxed style of writing, I wanted to ensure I was conveying my arguments clearly so readers were able to benefit from this work. During the course of this artefact, it was easy to identify the success and limitations regarding our project and social platforms. Reinforcing its positive attributes, my choice of WordPress worked the best in highlighting my content. Managing these posts with the sites features was very simple to navigate due to my experience of blogging in the past, leading to a consistent outflow of content weekly. Having all my posts featured under one tab extension, the pages were easy to find having the content and cases studies as the focal point. WordPress as a platform was a great way to feature other fields of media like photos, gifs, news and videos to visually support my content. This was most beneficial when embedding examples from Instagram as I was able to utilise the benefits from both applications. However, a limitation that I did face was having a lack of customisation ability when designing the overall blog. When first constructing the page it was difficult to sort through templates and find a design that showcased my work clearly without changing my overall blog. Along with this I did have to replace some added plugins as they were producing the page to slow down. Luckily these issues were easily manageable and I was able to configure a design that best showcased both my media and written work.

In conclusion, through research and testing, I definitely feel we have been successful in producing original work that many young people can turn to as a valuable source of information and interactive content. Looking at providing both a supportive and entertaining service, this platform is definitely something I look to continue throughout the following years, inside and outside of my studies. Undertaking this project has shown me through establishing guidelines and targets throughout research and collection of data, this will therefore ensure the best quality work as well as a deeper understanding towards your audience and overall topic.

Contextual Essay References:

Full References List:

Proposal:

  • Brown, D., & Hayes, N. (2008). Influencer Marketing: Who really influences your Customers?. London, :Routledge.
  • Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266

Relevant Research Post:

Post: An Introduction to Influencer Marketing:

Post: Cost and Pricing:

Post: Authenticity:

Post: The Shift of The Celebrity

Post: Interviews and Consumer Thoughts

 

Advertisements

One thought on “BRANDING BREAKDOWN: INFULENCER MARKETING- Contextual Essay

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s