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Companies have been getting lost in the realm of social media. In fact, many have given up their traditional advertising altogether in hopes that using social media influencers will be enough.
Sure, I get it, Olivia Dunne or LIVVY as most know here, may have upwards of 7 million followers on TIKTOK stopping by daily to see he adorable, cute sexy outfits and dances but if she suddenly tries to sell those followers a product, will they listen?
Will they actually be influenced?
The answer is, NOT LIKELY!
People, teens or any consumer is not that stupid, they now it is a product placement and that LIVVY is making millions of dollars year advertising. They accept it, support her and may even like the video to help her, but are completely disinterested in the product.
A more practical scenario is less in your face and more subtle, like Mr Dog Poop drinking beer in every video, more specifically, Blue Moon Beer. The video has nothing to do with beer, although it has become an integral part of the character, but the beer is present and has become part of the show.
People often comment about the beer, ask what kind of beer it is and open discussions about the beer completely unprompted by an in your face ad about Blue Moon.
What I am saying is that sometimes saying less says more.
Not that Mr Dog Poop is as popular as LIVVY or Jenna Ortega, but trying to build a brand for your product takes more than just views with no impact and no sales.
Companies need to start thinking like influencers who do a 10 second dance and get 10 million views.
Why can't you do the same thing?
Companies are often streaming live from their locations. For example what young man is going to miss out on a live stream from the waitress station at Hooters in Clearwater Florida?
When not serving tables, these scantily dressed, well endowed waiteresses are interacting live with thousands of viewers on TikTok, Twitch, Kick, Instagram and other platforms.
What a great use of existing resources at no cost.
Couple that with a generous social media shorts, reels and photos and you have one of the most effective advertising campaigns possible.
How many people will show up at that Hooters because they feel a connection with the waitresses?
We know LIVVY has packed thousands of hormone driven teen boys into LSU gymnastics events to the point of selling out stadiums that were once 80% empty.
The reality of connecting with your customers is why social media influencers are so popular. You need to harness that one on one connection to expand your product.
Trying to spit out a 30 sec add that is totally out of line with LIVVY's normal videos is a bad idea. But having LIVVY drink Blue Moon or Aquafina or whatever in all of her videos is significantly more effective.
The only problem is, these influencers are charging bank for just one online mention of your product.
So you have to start your own channels, get your own people and build a brand that people want to be part of.
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