Written by: Keegan Heinrich
The Tremendous Bowl has all the time been one of the anticipated advertising and marketing occasions with viewers even excited for advert breaks. Manufacturers spend thousands and thousands of {dollars} on 20 second advert slots, anticipating engaged viewers. Shoppers yearn for a way of authenticity and relatability, one thing that conventional ads lack. Influencers aren’t simply collaborating in Tremendous Bowl advertising and marketing, they’re redefining it.
Take Poppi for instance: the soda model used massive influencers like Jake Shane and Alix Earle. Though they’ve thousands and thousands of followers, the character of their content material makes them really feel a lot extra accessible than an enormous actor. The influencers on this advert had distinctive rises into the trade, like Jake Shane who gained a following from brief TikTok skit comedy bits constructed from the consolation of his house The sense of relatability towards influencer fame is what makes the viewers extra inclined to pay attention.
This new wave of influencer advertising and marketing is manifesting in different methods too. Abercrombie invited creators to Tremendous Bowl watch events and personal dinners. They have been in a position to curate content material amongst one another in preparation for the sport. It is a distinctive type of advertising and marketing as a result of the Abercrombie garments should not the most important focus of the commercial. This nonchalant strategy is ideal for his or her younger viewers. Not utilizing scripted traces and massive logos immediately within the digicam makes the viewers extra prepared to interact. Shoppers have grow to be hyper conscious of conventional advertising and marketing ways and they’re uninterested in that feeling of strain and urgency to purchase. This new strategy permits the client to find as they please. If they like the garments worn within the video, they’ll simply go to their web site or even when they merely test who posted the video, it can cause them to Abercrombie and organically drive gross sales.
Outdoors of the relatability and authenticity, influencer advertising and marketing is efficient due to parasocial relationships. That is when there’s a one-sided relationship the place one particular person is emotionally partaking in somebody who shouldn’t be conscious of their existence. In excessive circumstances, parasocial relationships might be harmful on account of stalking or invasion of privateness, however when it comes to advertising and marketing, this ‘friendship’ is useful. Consider it as a good friend recommending you a product versus a stranger. You’d in all probability belief your good friend extra, proper? The belief pendulum has shifted from establishments to people.
Whereas the Tremendous Bowl stays a cultural milestone, influencer advertising and marketing represents one thing even greater; a change in how manufacturers and shoppers join. It’s not reliant on commanding consideration however relatively constructing belief. Massive manufacturers collaborated with influencers, sparking widespread conversations on-line and rising perceived accessibility.
