I wouldn't say I follow any social media "influencers" because I don't use social media that much. The only people I follow on Facebook or Instagram who are not friends or family members are local companies or local individuals. I follow companies like small boutiques or local people like photographers or people who sell baked goods. My sister however, I big into Jeffree Star and Shane Dawson.
- What do you notice about this type of marketing?
These two have teamed up as a marketing strategy to bring in more followers. They are both liked individually however, their personalities together is bringing in more followers then ever. They are make up influencers that started off just reviewing makeup and products made by companies. They now have a successful make up line and my sister owns just about everything they sell.
- What strategies are they employing?
They are both using their fandom to marketing their products and turn a profit. They are also using strategies like having celebrity guests on their YouTube channel and by making their own products, their customers are able to market for them. Their line just launched a couple of months ago so for the last year they where building the products and giving their followers sneak peaks and their colors or products. When their make up launched they had so many people trying to buy on the website that it crashed for over 3 hours, my sister was one of these customers. She sat on her computer at work for over 3 hours trying to buy one pallet of make up. Since the launch they have also offered mini pallets, promotional items and mystery box's. They use their YouTube channel to promote these launches and let customers know when they will be available. By doing this they are creating curiosity which makes people want to buy their products.
- What role do these influencers play in marketing?
Jeffree Star and Shane Dawson do all of their own marking as they are brand ambassadors and owners of their company. Jeffree Star is a marketing genius by coming out with products and thinking about every detail of his products and packaging. All of the names of the make up products are based on their YouTube channel and they have even spent time and money by organizing their colors in the pallet and making it look appealing. They both also put a lot of time and energy into the shape of the box and uses different materials to target the higher end market. Jeffree and Shane are also great about creating a hype on their products and post regularly on social media.
- How does the use of marketing perspective impact the relationship between the company and consumer?
I spoke with my sister about this question because she is the customer and she said she honestly feels connected to the products. She followed the making of the conspiracy theory pallet for over a year and she felt so connected to it that she had to buy it no matter what it costed. She also said that she loves that Jeffree and Shane review other products and offers their opinion on them to help market other companies products. Lastly, she said because of how many videos they have made and seeing how much they really care about their products and their customers happiness it makes her feel like a valued customer and keeps her coming back to buy more items from them.
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