Harness the power of Influencer Marketing by creating a Brand Page

Sep 2

When we mention "Brand Page" some might smirk, considering the concept trivial or outdated. What more could possibly be gleaned from such an obvious way of presenting a company or product online or on social media? We don’t claim to offer revolutionary ideas, but rather aim to emphasize how even familiar solutions can work just a bit more effectively. In today’s world, where major imperfections have already been addressed, success lies in eliminating the smallest of flaws.

We propose enhancing the traditional brand page by integrating it with a Product & Brand Tagging system specifically designed for Ultra High Net Worth Individuals (UHNWI). This approach, known in social media where people are tagged in association with specific brands or products, may seem nothing new. However, tagging Elon Musk or any other UHNWI in connection with a brand of clothing, watches, cars, airplanes, wine, and more, becomes impossible if they don’t have an Instagram account.

On our UHNWI direct platform, we offer the ability to create a brand page and tag all of your ultra-wealthy clients, whose names can be disclosed within the framework of your confidentiality policy. Leverage the power of influencer marketing wisely and effectively.

Create a Brand Page

How does it work?

By creating a brand page, you establish an additional touchpoint on the internet. Our platform offers the option of free tagging of ultra-wealthy clients, associating them with your brand, product, or service within their profiles on UHNWI direct.

For example, in the "Available Data on Possessions" section, it might indicate that a UHNWI owns a Gulfstream G650ER jet. This information is valuable to market professionals who can use it to sort potential clients among existing UHNWI profiles on UHNWI direct, identifying current owners of such jets to offer them related products. However, our platform is visited not only by market professionals but also by UHNWIs themselves, who are looking for information about other people. By visiting a UHNWI's page, they can click on the Gulfstream link and be directed to the brand's page, where, in addition to key information about the company, they will find photos and brief bios of all UHNWIs tagged with that brand, with the option to view their profiles for more detailed information about the individual.

Pricing:

Brand Page (PAID): Creating and continually updating the page costs $9.99 per month. This fee includes updates to company information upon client request, as well as regular updates to the list of clients associated with the brand, whether requested by the client or discovered by us (tagging will be coordinated with the client’s representative beforehand).
Product & Brand Tagging (FREE): This is a free option that works similarly to the process described above, with the difference that after clicking on a product or brand, the visitor is redirected to a list of UHNWIs associated with that product or service, containing only their photos and bios, without the brand’s identity or key company information. More information.

Why does this work?

There are several studies examining the mechanisms behind influencer marketing, particularly why people are influenced by the behaviors, opinions, and possessions of those they know or follow online. The effectiveness of influencer marketing can be attributed to several psychological and social mechanisms:

1. Social Proof and Herd Behavior

Social Proof: This concept, introduced by psychologist Robert Cialdini, suggests that people tend to follow the actions of others, especially in situations where they are uncertain. If many people, especially those they trust, endorse a product, it creates a perception that the product is desirable or of high quality.
Herd Behavior: Similar to social proof, herd behavior occurs when individuals follow the collective actions of a larger group, believing that the group is more likely to make the correct decision.

2. Identification and Aspiration

Identification: People tend to be influenced by those they identify with, such as influencers who share similar values, lifestyles, or backgrounds. When individuals see influencers they admire using certain products, they may want to emulate that behavior to align themselves more closely with the influencer’s identity.
Aspiration: Many followers aspire to achieve the lifestyle or status of influencers. By purchasing the same products, followers feel they are taking a step closer to that desired lifestyle or social status.

3. Trust and Parasocial Relationships

Trust: Influencers often build a rapport with their audience over time, establishing trust. This trust makes their recommendations more persuasive. If an influencer has a reputation for honesty and reliability, their followers are more likely to consider their product endorsements credible.
Parasocial Relationships: Followers often develop one-sided relationships with influencers, feeling as though they "know" them personally. These relationships can create a strong emotional connection, making followers more receptive to the influencer’s recommendations.

4. Social Comparison Theory

Social Comparison Theory: Proposed by Leon Festinger, this theory suggests that individuals determine their own social and personal worth based on how they compare to others. When followers see influencers using specific products, they may compare themselves to the influencer and feel the need to purchase the same items to maintain or improve their self-esteem.

5. Fear of Missing Out (FOMO)

FOMO: This phenomenon is particularly powerful in the context of social media, where individuals see others engaging in activities or owning products that they do not. The fear of missing out on a trend or experience can drive consumers to purchase products endorsed by influencers.

6. Authority and Expertise

Authority: Influencers who are perceived as experts in a particular domain (e.g., beauty, fitness, technology) hold authority in the eyes of their followers. This perceived expertise makes their recommendations more persuasive.
Endorsements from authority figures: When influencers with expertise endorse a product, it can lead to a belief that the product is of higher quality or more effective.

7. Mere Exposure Effect

Mere Exposure Effect: This psychological phenomenon suggests that people tend to develop a preference for things they are repeatedly exposed to. Seeing a product repeatedly on an influencer's feed can make followers more likely to develop a liking for it.

These mechanisms are interconnected and often work in tandem to influence consumer behavior, making influencer marketing a powerful tool in contemporary advertising.

Create a Brand Page

References:

Cialdini, R. B. (1984). Influence: The Psychology of Persuasion. New York: Harper Business.

Summary: This foundational work by Robert Cialdini introduces the concept of social proof, which is critical in understanding why people follow the behaviors of others, especially in influencer marketing.

Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117-140.

Summary: Festinger’s social comparison theory explains why people compare themselves to others, which is a key driver in the effectiveness of influencer marketing.

Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communications.

Summary: This classic study explores the two-step flow of communication, where opinion leaders (akin to modern influencers) play a crucial role in shaping public opinion.

Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance. Psychiatry, 19(3), 215-229.

Summary: This paper introduces the concept of parasocial relationships, which helps explain why followers feel connected to influencers as if they know them personally.

Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.

Summary: This paper provides an overview of social media's impact on marketing and communication, emphasizing the role of influencers in shaping consumer behavior.

McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.

Summary: McCracken’s work explores the cultural meaning transfer process from celebrities (or influencers) to products, which is essential in understanding the aspirational appeal of influencer marketing.

Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers?

Summary: This book delves into the mechanics of influencer marketing, identifying who the real influencers are and how they affect consumer decisions.

Berger, J., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192-205.

Summary: This study examines the factors that make online content go viral, which is closely related to the success of influencer marketing campaigns.

Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461-470.

Summary: This paper reviews the impact of electronic word-of-mouth (eWOM), which is often driven by influencers, on consumer behavior.

Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook. Journal of Interactive Marketing, 38, 82-92.

Summary: This study looks at how transparency about sponsorships affects consumer trust and engagement in influencer marketing.

These references provide a robust foundation for understanding the mechanisms that make influencer marketing effective, as well as the broader social and psychological theories that underpin these mechanisms.