Social Media Influencers Are Changing The Way Companies Market Their Products | TODAY
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Social Media Influencers Are Changing The Way Companies Market Their Products | TODAY


WHUNCHTS SEE A TWEET OR INSTAGRAM POST SLOWING OFF THE GOOD LOOIF WITH A COOL OUTFIT, NEW BEAUTY PRODUCT OR BEAUTIFUL VACATION SPOT, THERE’S A CHANCE THE STAR HAS A GOOD REASON TO TELL YOU ABOUT IT, MONEY. OUR SUNDAY SPOTLIGHT ON INFLUENCERS CASHING IN ON LEGIONS OF SOCIAL MEDIA FOLLOWERS.>>GOOD GIRL. YOU MIGHT SAY SAMANTHA’S INSTAGRAM CAN BE TRACED BACK TO WHEN HER DOG ALMOST DROWNED.>>I STARTED TO GO IN THE KAYAK, SHE TOOK OFF AFTER ME. STARTED TO HUFF AND PUFF, THOUGHT SHE WOULD DROWN. I WENT TO SHORE AND STUFFED HER IN THE KAYAK.>>Reporter: THIS PHOTO SNUG ELD IN THE KAYAK CHANGED EVERYTHING.>>I REMEMBER MY HUSBAND DISTINCTLY SAYING WOW, THAT’S DIFFERENT.>>Reporter: IT WON A PHOTO CONTEST, EARNED HER NEW INSTAGRAM FOLLOWERS, 28,000 THAT CAN’T GET ENOUGH OF HER GOLDEN RETRIEVER. FOLLOWERS WANT TO KNOW NOT ONLY HOW SHE GETS HIM INTO THE KAYAK AND WHAT KIND OF KAYAK SHE’S USING.>>A LOT OF PEOPLE ARE INTERESTED IN GEAR I AM USING IN MY PICTURES.>>Reporter: CAUGHT THE ATTENTION OF ADVERTISERS THAT CAME BEARING GIFTS. DOG FOOD FREE FROM NULO. A WATCH IN EXCHANGE FOR A POST.>>LOOKING FOR AN INFLUENCER WHO WAS FEMALE, IN THE OUTDOOR CATEGORY, SOMEONE WHO’S ALREADY USING GARMIN PRODUCTS.>>Reporter: HE OVERSEES A TEAM OF 8, SCOURING FOR PEOPLE LIKE SAMANTHA WHO MARKETERS CALL INFLUENCERS. SOCIAL MEDIA USERS WITH LARGE FOLLOWINGS WHOSE INTERESTS RANGE FROM FASHION AND FITNESS TO PHOTOGRAPHY, PARENTING, AND CELEBRITY.>>BEFORE SOCIAL MEDIA, WE RELIED HEAVILY ON TRADITIONAL MEDIUMS LIKE PRINT AND BROADCAST. THAT FORCES YOU TO TALK AT CONSUMERS, BE THE INTERRUPTER. NOW WITH SOCIAL MEDIA YOU REALLY HAVE AN OPPORTUNITY TO BE PART OF THE CONSUMER DIALOGUE.>>Reporter: MAJOR CORPORATIONS LIKE COCA-COLA ARE CASHING IN, WITH MEGA STARS LIKE SELENA GOMEZ WHO CAN MAKE AN ESTIMATED $550,000 PER POST, THANKS TO 120 MILLION PLUS FOLLOWERS.>>IT IS VERY EFFECTIVE. KEEPS THAT AUTHENTIC VIBE THAT PEOPLE LIKE TO GET WHEN ON SOCIAL MEDIA.>>Reporter: 40% OF PEOPLE SAY THEY PURCHASED AN ITEM AFTER SEEING AN INFLUENCER USE IT ON SOCIAL MEDIA, CONTRIBUTING TO A BILLION DOLLAR MARKET THIS YEAR ALONE. 5 BILLION BY 2020, ACCORDING TO ONE FORECAST. IT IS MONEY THAT’S FUNNELING DOWN TO PEOPLE LIKE NATALIE ROSS EE, WHO QUIT HER FINANCE JOB AT JPMORGAN TO DO THE INFLUENCER THING FULL TIME.>>IT IS A RISK I NEEDED TO TAKE.>>Reporter: SHE’S CLOSING IN ON A HALF MILLION FOLLOWERS WHO LOVE HER AERIAL PHOTOGRAPHERS, REGARDLESS OF WHETHER OR NOT THOSE KENNETH COLE SHOES WERE PART OF AN ADVERTISING DEAL, DEALS SHE SAYS CAN RANGE FROM 6,000 TO $50,000.>>I HAVE TO ASK, EVERYONE WANTS TO KNOW. HOW MUCH CAN YOU REALLY MAKE ON AN ANNUAL BASIS?>>I AM IN THE SIX FIGURE RANGE AND YEAH, COMFORTABLE.>>Reporter: ALL OF THE SPONSORED POSTS RAISED RED FLAGS. SELENA GOMEZ IS THE MOST FOLLOWED PERSON ON INSTAGRAM. HOW MUCH IS SHE ADVERTISING TO US?>>I THINK QUITE A BIT. AND MORE THAN MANY PEOPLE MAY KNOW.>>Reporter: BONNIE PATTON, DIRECTOR AT TRUTH IN ADVERTISING.>>IT IS THE WILD WEST. VAST MAJORITY OF SOCIAL MEDIA INFLUENCERS AREN’T DISCLOSING THESE ARE ADS.>>INCLUDING THE COCA-COLA POST. ONLY INCLUDED THE WORD AD AFTER THE POST SAID IT VIOLATED RULES THAT REQUIRES DISCLOSURES.>>SO MANY BEING INFLUENCERS, CAN THEY EVEN ENFORCE RULES?>>TODAY, THE FTC ONLY BROUGHT FOUR ACTIONS AGAINST COMPANIES THAT HAVE VIOLATED THESE SOCIAL MEDIA INFLUENCER RULES, AND THAT’S FOUR OUT OF THOUSANDS THAT ARE OCCURRING EACH AND EVERY DAY.>>Reporter: LEAVING CONSUMERS TO DECIDE WHETHER OR NOT THEY’RE UNDER THE INFLUENCE. FOR “SUNDAY TODAY,” JOEL EVEN KENT, NEW YORK.>>THANKS. BOTH COCA-COLA AND SELENA GOMEZ DENIED COMMENT FOR THE STORY. TO LEARN WHAT IT TAKES TO BE A

7 thoughts on “Social Media Influencers Are Changing The Way Companies Market Their Products | TODAY

  1. Social Media is the new medium for advertising in this generation. Consumers would most likely go into social media platforms (YouTube, Facebook, Twitter) to find reviews and details about a product or a service. Consumers like to follow social media influencers who have already built their brand and authority.

  2. Social media marketing is popular. It provides businesses the opportunities to grow their audiences.
    You need to choose a social media platform that best suits for you brand, a platform like www.Phlanx.com a marketplace for business to connect with influencers

  3. A problem recently though with influencer marketing would be legitimacy with its influencers. Starters should really opt for tools to minimize chances of meeting fake influencers to collaborate with, one tool that i know of that can do this rather effectively would be influencer auditor

  4. This was a great video for us Insta Influencers.

    If you have a Dinosaur-Related Business, please check out paleontology_com on IG

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