What Paid Media is, and how influencers take a brand to the next level
Paid media is essentially the marketing that you pay for. It aims to promote content in order to drive earned media, and to help direct traffic and publicity to a brand. Paying an influencer to show off any kind of products or services that your brand offers can help the brand to gain more exposure. This will help the reach and recognition of your brand/service and will no doubt make people want to purchase the things that you offer especially if it is a good product.
The power of influencers especially in the age of social media that we live in right now is huge compared to years ago. Having a strong influencer presence promoting your product or showcasing your service can have a lasting impact on the companies brand image and continue to expand the companies consumer base. These powers can be both in a negative and positive light though, this is because if the chosen influencer is not as big a fan of the product or service the influencer not liking it will affect the brand as well. The influencer can be a make or break, but if the product is a hit the company has the potential to take their brand to the next level.
Guest Speaker Analysis
This week guest speaker Brooke Ihnat presented to our class about all things content marketing and how she creates content at American Express. She talked about how she wanted the brand that she worked for to be more of a lifestyle brand and not as much of a corporate brand. She wants American Express to be more interactive and have more of a social presence, she has helped to take this to the next level.
All brands should try to appeal to have a grander social presence with their consumers, cause that not only gets a brand out there more, it also leads to more opportunities. Influencers are a great way to make a brand become more lifestyle as it will connect with a bigger consumer base this way. It also showcases the human interaction with the brand, this shows the practical use for the product or service that the brand is offering.