Marketing Perspective

In today’s society, all of us follow influencers, whether we realize it or not. Influencers impact what we listen to, what we wear, what we watch, what we eat, and what we do. After reviewing the 60 minutes transcript, I realized that I follow many influencers. One of the influencers I follow and watch Youtube videos from the most is Carrie Dayton. She is a woman in her early thirties who does thrifting videos, clothing hauls, day-to-day in the life videos, along with other topics. I started watching her two years ago and enjoyed watching her funny comments, bubbly personality, and fun-loving self as she shared part of her life with her audience.

For the type of marketing Carrie does, which is posting vlogs on Youtube, I notice that this type is becoming more and more popular with those in their early twenties and in their teenage years. “Youtubing”, as many call it, has become more popular than the use of Twitter, the use of personal written blogs, and more popular than other social media platforms, such as vine and facebook. Having an account and posting on Youtube has become equivalent to digital streaming apps. In this type of Youtube marketing, marketing strategies are being employed, such as giveaways, entering into sweepstakes, and meet-and-greets, just to name a few. When one of these Youtube names gains enough popularity, he or she is often rewarded by being able to hand out certain products or enter their followers into a certain sweepstakes if the Youtuber brands their particular product. Also, if the Youtuber has a well-established platform, he or she sometimes hosts meet-and-greets around the country in order to establish better relationships with their followers.

Influencers like Carrie, also known as a Youtuber, play a huge role in marketing. As popularity on Youtube grows, the role these influencers play also grows. They are looked up to more, watched more, followed more, and become the “go-to” people that companies ask to brand their products to try and grow their market. Without these influencers, companies would not be able to gain the recognization that they work towards, and those that the influencers reach in their markets would not be able to connect with more “ordinary” people as compared to celebrities. The influencers are the ones who influence their consumers to check out certain stores, buy from certain makeup lines, purchase the most fashionable and trendy clothes, cook the healthiest recipes, and travel to the most exotic and unique places. Without them, the stability of all the companies then fall into each of these categories would fail. The use of marketing perspective impacts the relationship between the company and consumer, because if any influencer is strategic in the way he or she brands products then the influencer will be successful in his job. Influencers tend to play large roles that close the gap between companies and consumers, because the influencers are the ones who brand and encourage their audience to try certain products. Therefore, if the influencer uses the marketing perspective to his or her advantage, the company being advertised will grow and create healthier relationships with new and old consumers.