Are influencers the journalists of tomorrow ?
Sitting in the front row of the most popular fashion shows, guests of the Met Gala, influencers are now essential in the world of fashion. On their YouTube channel, Instagram profile, or Tiktok, they reach thousands of followers – some, hundreds of thousands.
Newcomers to the communication surrounding the fashion industry, their role sometimes seems to compete with that of journalists: influencers relay trends but they also decipher them.
At a time when the lines are blurring between journalists, influencers and the various communication players in the fashion industry, how can we clearly understand who is communicating on what?
Influencers, a powerful marketing relay
We see them flourish in all areas: fashion, beauty, lifestyle, travel, influencers have become essential partners for brands, in a few years. How did these accounts come to the fore?
At the origin of the phenomenon, we find accounts of enthusiasts. On YouTube, Instagram, Pinterest, Snapchat or more recently on TikTok, they talk about their interests, highlight the news that marks them and discuss with their audience. As it grows, seduced by the content offered, the account gains in influence. The trust of subscribers is increasing and the creator now has real power of influence.
The brands are not mistaken : the audience of these “social networkers”, gathering up to several hundred thousand subscribers, is a veritable gold mine. Brands in full launch are mobilizing the new marketing lever represented by influencers to boost their sales. Restaurants, travel destinations, all businesses find their account there.
And this account precisely, what is it? The power to reach a young and above all very segmented audience. Influencers are generally specialized in one area: video games, beauty, etc. Partnering with an influencer ensures that brands are reaching the right audience. Profitability is almost guaranteed: the right audience, on the right channel with the right marketing campaign.
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Social networks have nearly 4.5 billion monthly active users. Instagram has nearly 1.4 billion monthly active users and global newcomer TikTok represents 732 million people, or 12% of all social users. Social networks have long served as a communication relay for brands and traditional media.
But with the advent of influencer marketing on networks, they have become the main platforms for reaching a highly coveted audience : the youth.
The desertion of traditional media and the rise of influencers
Long reluctant to use influencer marketing via social media, big brands and big names in fashion have had to come to terms with it. At the origin of this about-face: the desertion of traditional media by the youth.
In 1982, the illustrious haute couture brand Chanel was on the verge of bankruptcy. The cause : an aging and bourgeois image that struggles to seduce young women. Karl Lagerfeld, appointed artistic director of the house that year, quickly realizes that if he wants to restore Chanel’s prestige, a powerful operation of seduction must be carried out.
Beyond revitalizing the looks of the house while remaining true to his DNA, the designer is embarking on an influencer marketing campaign: the supermodels of the 1990s become emblematic figures of Chanel, which thus sets foot in the 21st century.
In luxury goods, influencer marketing takes place at the highest level : famous models, actresses and actors, singers and singers or celebrities in general are the muses of big brands.
Allied to advertising, the cornerstone of the communication strategy has long been the written press. Fashion magazines are essential communication relays : articles analyze catwalks, decipher current and upcoming trends and advise buyers on items to acquire for the season.
But print media – even online – are steadily losing ground. Articles promoting fashion, travel and catering are less consulted. The advertisements featured in the pages of these volumes are less viewed and therefore less profitable.
Brands quickly do the math and fashion, beauty and lifestyle journalism is starting to fall off its pedestal. It is no longer the preferred channel of communication between brands and the general public. Most of the younger generation now interacts with the world on social media. It is therefore now social networks that luxury brands are investing to boost their sales.
Are influencers the journalists of tomorrow ?
At the Venice Film Festival, the Italian city’s famous annual film festival, a change took place : influencers were occupying the seats previously reserved for journalists. Until now, these have been treasured by brands: they have the power to promote new collections and reveal trends. Now influencers are gaining this power.
The two communication relays must therefore learn to share. Influencers target a young audience, their advertising also has an 11 times higher return on investment than traditional advertising. Their marketing interest is therefore obvious.
But they are not confined to a purely advertising role: some fashionable influencers carry out real journalistic work. They observe trends, analyze news, comment on fashion shows and bring real added value to fashion journalism.
As in the case of fashion magazines, some partnerships are remunerated. In the age of social networks, modes of communication are changing. Journalism is changing: it leaves traditional media and gets closer to its audience, through influencers and opinion leaders. Be careful, however, for the audience to distinguish between sponsored content and the free relay of information.
