Before we take a sky dive into GoPro's highly successful use of influencer marketing lets first discuss some theory as to why influencer marketing works so well.
Where did the concept of the influencer first arise?
The social transmission theory behind why social media influencers are successful is called called 'The Law of the Few' and states that 80% of the worlds population receive their information from a group of just 20% of people.
The 20% are a group of people that are known for being well connected and are able to diffuse information to a broad array of different groups. They can also be persuasive in influencing the purchases of consumers and have an expert knowledge that can aid consumers in making informed purchases.
Why are social media influencers so influential?
The key element here is trust. Influencers have built a high level of trust with their community. Because of this trust if an influencer states that they love a product consumers are more likely to believe that they will love it too. This is why influencer marketing can be more successful than commercial advertisements due to a growing scientism of paid advertisements (I've mentioned this in a previous blog which you can check out here)
Some interesting stats:
48% of marketers used influencers in their marketing strategy in 2021
66% of marketers say they will increase their spending on influencer marketing
70% of teenagers trust influencers more than traditional celebrities
How GoPro: a camera company now worth $1.6 billion
The GoPro, launched in 2004, is a small digital action camera that has allowed footage to be captured that in the past was only achievable by experts.
How did they do it?
The GoPro marketing strategy is based almost solely around it's influencers who are a group of athletes, adventurers and musicians sponsored to create videos using the GoPro camera. The influencers post the videos to their own social media accounts and GoPro re-posts them as user generated content.
Who are the GoPro Influencers?
GoPro focussed on finding niche influencers from different markets including Kai Lenny a big wave surfer who features in the video above. The influencers create videos that inspire their followers to purchase the camera and create videos of their own.
Because the GoPro camera is such a top quality product the influencers love and are loyal to the brand which comes across to their followers and ensures the legitimacy of their advocacy of the brand.
I don't own a GoPro but after watching some of their videos I really want to buy one.
Has an influencer ever caused you to buy anything?
Thanks for reading :)
Hi Liv,
I agree 110% that social media influencers are the most influential people in the world the reason for this, I find that people find most influencers very charismatic, which then allows the influencers to build a strong connection to their followers thus resulting in trust being developed between them both. As a result of this many influencers do brand deals with certain businesses as when followers see them using that product they are more inclined to purchase the product for themselves.
certainly, ， influencers always give me some more ideas to decide to buy something, when I got difficulty selecting, I saw the reviews of influencer's videos, getting to know more about products info, I think this is why some businesses want influencers to promote their products. when I saw videos on your blog, I definitely want to buy one, because it is very interesting, and I believe I can see a different view of the world by using go pro. I like new technology, So influence's video can make me more understanding about products.
I'm certainly inspired to look up the price of a GoPro and its dimensions. I would consider getting one if it offers more than my iPhone - but is not too bulky to carry around. I'm the wrong demographic for influencers to have much of an impact, but it's interesting to see how this has worked with this product.