Truth Helps
Influencers. The term has become a part of our 2020 everyday vocabulary. Did you know that the word “influencer” was only added to the Oxford dictionary in 2019? This new strategy has taken over the world of marketing. The word is defined as “/ˈɪnfluənsər/ a person or thing that influences somebody/something, especially a person with the ability to influence potential buyers of a product or service by recommending it on social media” (Oxford Dictionary, 2020). Essentially, this translates to someone who is sometimes, but not always, paid by a company to endorse their product in order to increase sales. This makes sense: how often do you ask your friends for restaurant recommendations or for their opinions on new cookware? If you were asking me, the answer would be “always.” I don’t like trying things cold. When I order a product from Amazon, I am more likely to buy something that has reviews, even if those reviews are from complete strangers. I only need that one person outside of the company to tell me that the product is worth my money, and I’m sold.
The world’s first influencers were celebrities. We started with royalty, when Queen Charlotte became the face for her furniture-maker, graduated to Coco Chanel in the 1920s, and moved on to Michael Jordan with Nike and Jennifer Aniston with Smart Water (Social Media Today, 2020). However, with the rise of social media, companies of all sizes have realized that everyday people have the ability to influence their friends and colleagues on their social media channels. Influencers range in size from Mega-influencers, people with over 1 million followers, to Nano-influencers, those with as few as 1000 followers (Insights for Professionals, 2020).
Different companies can benefit from different levels of influencers. For example, if you are a local diner, you might benefit from a niche-influencer — someone who can mention your restaurant to their friends in the area. That being said, a world-wide company, such as Parade Underwear, could benefit from a larger influencer since they are trying to take over the intimate apparel world (Observer, 2019).
Parade Underwear is a very inclusive company, and their advertisements can often be seen on instagram. The manifesto reads,
Sexiness isn’t one-dimensional — it’s a voice, it’s a feeling, it’s a technicolor mirror that reflects whoever is holding it…When you feel Parade, you’re feeling soft, breathable, and recycled fabrics that are good for your body and the environment. When you hear us, you’re hearing a voice committed to using our platform and resources to support causes that matter to you, and always donating 1% of our profits to Planned Parenthood. When you see us, you’re seeing people from sizes XS to 3XL, because we know that the Parade is only as dynamic, free-wheeling, and expressive as our community.
These are very powerful statements, especially coming from an underwear company. It is clear that they are marketing to the millennial crowd, an age group that is known for their inclusivity and care about the environment. Parade’s advertisements are full of diverse models of all shapes and sizes modeling the under garments.
Knowing the facts about the company, a perfect influencer — and a step up from where the company currently stands — would be Lizzo. Lizzo is a pop/soul/r&b artist who became a household name when America fell in love with her song, “Truth Hurts.” The bop topped the charts for seven weeks in a row in 2019 (Billboard, 2019). The artist has built her personal brand on self-love and honesty. Her 2019 album entitled, “Cuz I Love You” features song after song of body positivity and the music video for her hit “Truth Hurts” depicts a scene where she marries herself. She is known for showing off her body in her lingerie-inspired costumes and album covers. Her concerts are a party and the crowds, especially women, love her. Along with her songs and music videos, Lizzo has made a name for herself on social media with her honesty and openness about mental health and the impact it has on her career. Through all of this, she has gained her audience’s trust. Personally, I am skeptical when it comes to online influencers, but I can honestly say that I would buy anything that Lizzo recommended. Her integrity and straightforward persona has made her audience trust that she would never support a brand that she did not believe in.
Lizzo would be a perfect match with Parade Underwear. Both brands hold the same values and would have the same consumers. They both exude body positivity, self love, and a good time. They align perfectly, and I would be pressing that instagram shop →purchase button right away.
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