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Choose one or more of the major social media platforms and find an example of a traditional advertisement and influencer marketing. Describe your selections, including the name of the platform, and respond to the following: Are the creative elements (words, visuals) of the ad(s) working together to deliver the intended message? Why or why not? How credible is the influencer in marketing this product? Support your response. Discuss a positive and negative aspect for a business when using a social media influencer to market their product or service.

Paper For Above instruction

Social media marketing has profoundly transformed the way brands communicate with their audiences, blending traditional advertising approaches with influencer-driven content. This paper examines examples from two prominent platforms—Instagram and YouTube—to analyze the effectiveness of their creative elements and the credibility of influencers while discussing the advantages and disadvantages of influencer marketing for businesses.

Instagram: Traditional Advertisement and Influencer Marketing

On Instagram, a well-known fashion retail brand, Fashionista Co., launched a traditional advertisement campaign featuring high-quality visuals and concise, compelling copy to showcase its new clothing line. The ad relied heavily on vibrant images of models wearing the apparel in appealing, aspirational settings. In contrast, an influencer marketing post by a popular fashion influencer, Emma Styles, involves her sharing a story and a post wearing the company’s clothing, emphasizing personal experiences and styling tips.

The creative elements of both the traditional ad and the influencer post harmonize to convey Fashionista Co.'s brand image—style, quality, and trendiness. The visuals are eye-catching, utilizing bright colors and clear product features, while the words complement the visuals with persuasive language such as "Stay ahead of the trends" or "Elevate your wardrobe." This synergy ensures the message appeals emotionally and visually to the target demographic, mainly young adults interested in fashion.

The credibility of Emma Styles as an influencer significantly enhances the trustworthiness of the marketing message. Emma has amassed a substantial following by consistently sharing authentic fashion experiences, making her recommendations more persuasive. Her expertise and genuine enthusiasm for the brand lend credibility and make her followers more likely to trust her endorsement, thereby increasing the potential impact on purchasing decisions (De Veirman, Cauberghe, & Hudders, 2017).

YouTube: Traditional Advertisement and Influencer Marketing

On YouTube, a tech company's traditional advertising involves a professionally produced 30-second ad highlighting the features and benefits of a new smartphone model. The ad uses a combination of visuals showcasing the device’s camera, speed, and durability, coupled with energetic music and voiceover narration emphasizing innovation and reliability.

A contrasting influencer marketing example features tech reviewer John Tech on his channel, where he unboxes, tests, and reviews the same smartphone. John's content is detailed, providing an honest evaluation of the product's strengths and weaknesses, with visuals demonstrating real-world performance.

The creative elements in the advertisement effectively work together by emphasizing power, innovation, and user empowerment. The visuals and words are synchronized to produce a cohesive message—highlighting cutting-edge technology designed for everyday users. Conversely, John Tech’s review enhances credibility through transparency and expertise. His in-depth analysis and honest critique build trust, as his audience perceives his opinions as honest and well-informed (Hwang & Kim, 2019).

Advantages and Disadvantages of Influencer Marketing for Businesses

One positive aspect of using social media influencers is the ability to reach niche audiences with high engagement levels. Influencers often command loyal followings who trust their recommendations, resulting in increased brand awareness and conversions (Abidin, 2016). Influencers also provide authentic content that resonates with followers, fostering genuine connections between brands and consumers.

However, a significant negative aspect is the potential loss of control over the marketing message. Since influencers craft content in their authentic voice, there is a risk that the message may not align perfectly with the brand's desired image, or that the influencer may promote products insincerely, damaging brand credibility (Evans, Phua, Lim, & Jun, 2017). Additionally, influencer scandals can negatively impact campaigns abruptly, posing reputational risks for brands associated with problematic influencers.

Conclusion

In conclusion, both traditional advertising and influencer marketing on platforms like Instagram and YouTube can effectively deliver brand messages through carefully coordinated creative elements and credible influencers. While influencer marketing offers substantial advantages such as targeted reach and authenticity, it also entails risks related to message control and reputation management. Successful integration of both strategies requires careful selection of influencers and alignment of creative elements to ensure consistency, credibility, and resonance with target audiences.

References

  • Abidin, C. (2016). ““Aren’t These Just Female Influencers?”: Influencer Marketing, Ghosts, and Specters.”
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). “Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude.” International Journal of Advertising, 36(5), 798-828.
  • Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). “Challenge or supporter? Exploring consumer perceptions of social media influencers.” Journal of Business Research, 71, 93-102.
  • Hwang, Y., & Kim, S. (2019). “The Effectiveness of YouTube Unboxing Videos on Consumer Purchase Intentions.” Internet Research, 29(2), 335-351.
  • Lou, C., & Yuan, S. (2019). “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media.” Journal of Interactive Advertising, 19(1), 58-73.
  • Marwick, A. E. (2015). “Instafame: Luxury Selfies in the Attention Economy.” Public Culture, 27(1 75), 137-160.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). “Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product Endorsement Fit.” International Journal of Advertising, 39(2), 258-278.
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). “Who Are the Social Media Influencers? A Study of Public Perceptions of Personality.” Public Relations Review, 37(1), 90-92.
  • Shimp, T. A., & Andrews, J. C. (2013). “Advertising, Promotion, and Other Aspects of Integrated Marketing Communications.” Cengage Learning.
  • Kapitan, S., & Silvera, D. H. (2016). “From digital to social media: The influence of online influencers on advertising effectiveness.” Journal of Advertising, 45(1), 1-11.

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