When I looked into this influencer, I noticed that the vast majority of her followers were teenagers, and I seriously doubt that there were many among them who are able and willing to spend $10,000 or more on even the least expensive watch by this brand. While the exposure seems enormous and well worth the investment, quality is also lacking, to say the least. I am pretty sure that the marketing director of this brand was probably very pleased when he was able to report the amount of “impressions” that the brand scored with this move. The results were a string of posts on social media that got a lot of “likes.” The brand flew her out, first class of course, to a major event it was staging, where even the CEO seemed to have been caught in the aura that this influencer cast. I recently dug into this topic when I saw that a Swiss haute horlogerie brand that I hold in very high esteem had hired the services of such an influencer. While this does mean that the brand gets a lot of exposure, it unfortunately says very little about the quality of that exposure. The more followers on social media, the more they charge a brand to feature their products on their channels. Influencers’ power is measured by the sheer volume of their followers. This last part has been under fire for obvious reasons in the watch industry.Įssentially, the purpose of marketing is to sell a product, which means that it needs to be promoted among people in the target group, which consists of people most likely to take an interest in the offering and have the disposable income to afford to buy as a social media influencer for Corum Power of the masses? Marketing departments determine which tools to deploy to achieve this and analyze rate the effectiveness of each of them. The aim of marketing and advertising has always been to influence potential and existing clients and customers so that they purchase more products. Influencers, however, do not have such a careers all they do is “influence.” Either enjoying or having enjoyed a successful career outside the scope of the brand he or she is professionally endorsing, brand ambassadors use their popularity to (hopefully) positively help the watch brand by association (see What’s The Deal With Celebrity Brand Ambassadors? Are They Really A Good Fit For Watch Brands?) Mind you, an influencer is not an ambassador. Was once a hired social media influencer for Piaget

Word for liking horology