their daily requirements. The influencers will typically use the products and display the results to their audience as proof that the products are efficient for the required effects ( Freberg et al., 2011 p91) . Social media influencers with a huge following are also able to reach their audiences through strategies like paid product placements. The places are promotional messages that are meant to target celebrity audiences on social media platforms like YouTube and Instagram ( Forbes 2016 p81) . Even though the influencers can accept or reject certain promotional content for some products, some of the information conveyed by the influencers can be deceptive as the companies endeavour to make use of the popularity of the celebrities to promote their products and increase their market penetration. The most crucial role of promoters is to ensure that they positively influence their audiences to make use of specific products and make it more recognized among new customers. To achieve this, the influencer needs to have the ability to efficiently communicate to their audience the intended message for promoting the specific product or service, and ensure that
their reach and influence is sufficiently high ( Lim et al., 2017 p29) . For influencers to know their scale of reach, some charts can be used to compare the posts made by the influencer against the responses and reactions from their target audiences. For example, if it is a Facebook post, one can look at how many times the post has been shared or the number of reactions and comments on particular posts. The social media influencer, as well as the cosmetic company, can also asses the number of people that have viewed the promotional content when analyzing its effectiveness. It is also imperative for companies to critically asses if the product they want to market is in line with the values and identity that the influencer is known for before paying for the promotion ( Forbes 2016 p79) . For instance, it would make a minimal impact using a professional marathon runner to market tennis rackets. Ensuring that the influencers used for the marketing of cosmetic products are relevant goes a long way in earning the trust of the members of the audience interested in the product ( Lim et al., 2017 p25) . However, using influencers whose affiliations are not in any way related to the specific product being advertised does very little to convince the target audience to use the products or services. Companies must ensure that they employ the relevant tactics that will improve the reach of the products to the targeted market and also make it likely for the product advert to receive positive feedback. According to Rizzo 2019 ( p63), the tactics used by the cosmetic companies must also ensure that the members of the audience develop familiarity with the product being advertised as it is an essential step in acquiring new customers. Social media is a dynamic platform that keeps evolving and expanding, and more people from diverse backgrounds, races and social classes can now be reached ( Khamis, Ang and Welling 2017 p2130) . With this, there
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