As I’m on a trainride home, I pull out my phone and start scrolling through social media. Before I even realize it, I’m deep in the “skinfluencer” algorithm. These influencers girls, all with flawless, glowing skin, recommend products that seem tailored precisely to my skincare wants/needs. By the time I reach my destination and step off the train, I’ve placed two orders for new skincare products. I’m excited, hopeful, and eager to see some real results. 🤗
This (fictional) example highlights how companies engage with their consumers today. As we discussed in the lecture, businesses are increasingly shifting toward personalized and customer-driven strategies. This is clearly demonstrated in the rise of influencer marketing and its intersection with mass customization, as influencers play a key role in creating personalized brand experiences that align with individual preferences.
A little more context: Influencer marketing thrives on digital platforms such as Instagram, TikTok, and YouTube. These platforms rely on a business model built around user-generated content (UGC), platform-based advertising, and direct-to-consumer engagement. Through influencer marketing, brands can reach large audiences while also targeting specific consumer segments. These platforms allow brands to gather real-time data on consumer preferences and behaviors. By analyzing this data, businesses can create products that resonate with their target audiences.
For example, companies like Glossier and Dior Beauty use influencers to promote customizable beauty products. Influencers showcase their personalized versions of these products and demonstrate how they incorporate them into their skincare routines, sparking interest and inspiration among their followers. Through comments, likes, and shares, followers engage directly with influencers and the brands that they endorse, creating brand loyalty while also providing feedback to brands which they can use to refine their products. Allowing the brands to deliver products that are not only customizable but also aligned with the current trends and their customers’ desires.
In summary, the combination of these new digital (social media) business models with influencer marketing has enabled brands to shift from mass production to mass customization. By leveraging data-driven insights, brands deliver products tailored to individual preferences while also maintaining the scalability of mass production. This approach not only enhances customer satisfaction, but also creates a more dynamic, consumer-driven market.
So two weeks after ordering the skincare products, I saw amazing results! 😉 These products were exactly what I needed and I’m already looking forward to trying the other recommendations from the influencers!
