What’s the Deal with Influencer Marketing?

April 22, 2019 | Whitney Gonzalez
Library After Hours: Brittany Hennessy

Influencer marketing is something that many might still be skeptical of. Author and influencer Brittany Hennessy first witnessed the power of influence when her blog went viral in 2010. One thing led to another, and the next thing she knew, she was in Germany on a cruise ship with Rihanna and all she had to do was tweet about it. And yes, that Rihanna.

If you’re wondering why it seems like everyone’s making a fuss about influencers, it’s because influencer marketing works. Studies have found that people are way more likely to purchase a product an influencer promotes than a product promoted in a brand’s advertisement.

In her book Influencer: Building Your Personal Brand in the Age of Social Media, Hennessy thoroughly details just how some influencers can make hundreds or thousands of dollars from a single brand campaign.

“There’s lots of money at play,” said Hennessy, noting that women lead the influencer-marketing industry. “These girls make so much money. There are families of four who make $20,000 and girls can clear that in two campaigns.”

These influencers have built what Hennessy calls social currency. They can literally crash websites and sell out entire product lines because of their influence and extremely loyal audience.

Knowing this, the most successful influencers charge brands what their work is worth. That doesn’t just include the cost of posting a pretty picture, it also encompasses the planning, talent, wardrobe, location, production and social media reach. We’re talking very skilled labor here.

One of the best things about the art of influencing is that anyone can do it. Everyone has a unique story to tell and an audience that can relate to their content. What’s more? You don’t even need to be human. Hennessy once paid a dog over $30,000 for a campaign!

If you draw the line at dogs making $30,000 on Instagram, you won’t want to miss our first Library After Hours event featuring Brittany Hennessy on May 10, 2019, at 7 p.m. Hennessy will grace the Orlando Public Library and address the impact of influencer marketing on both the influencer side and the marketing side. Got questions? ($30,000 for a dog?!) The event will include a question and answer session in addition to a book signing.

Library After Hours is hosted by the Friends of the Orange County Library System and all event proceeds will benefit the organization, which raises money to support important library programs like this one.

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