Why Do I Want What She Has?

Every morning I wake up to numerous emails from companies asking to work with them.  Some on a paid basis, some gifted, some commission based –  a wide variety of contracts. But the ones that frustrate me, thus prompted this post, are those that who ask me to purchase their product (at a very generous 10% off!) and then require 3 posts, a YouTube video and my left arm in exchange.

I often find myself defending my profession, recently it’s left me wondering … influencer marketing works, the return on investment seen is undeniable. Recently I posted on Instagram story of this skirt (below) which directly resulted in 61 orders placed with Nasty Gal over the next few days, the total of these orders amounting to around £5600. Or an average order value of about £92.

Pin It

But how does influencer marketing work? Why do people care what bloggers are wearing enough to buy things they share? First, lets define influencer marketing – influencer marketing uses influential individuals in a particular area to gain brand awareness and increase sales.

Influencers have trust on their side, their audience trusts them and are likely to follow their recommendations. Influencer marketing has been used with celebrities for decades, however influencer marketing is more effective because consumers feel closer to influencers. Proximity to the consumer makes influencers perceived to be more trustworthy. This trust is crucial to effectiveness of influencer marketing, this should be maintained if it is to succeed.

When a person decides to follow a social influencer, they join others in doing so. The others are likely to think similarly to them, enjoy similar things and have similar opinions. This makes them a part of that group, an idea coined a consumer tribe. Being part of this group puts an unconscious pressure to on the consumer to conform with the group, for example by purchasing products endorsed by the social influencer. If the consumer does purchase a product endorsed by the influencer this reinforces their conformity, making future purchases more likely in addition to reinforcing a sense of belonging associated with the group.

GIF Source: https://media.giphy.com/media/MEgGD8bV72hfq/giphy.gif

Additionally, items shared by the influencer are made to seem more appealing purely due to the fact the consumer likes the influencer and they shared it. This is due to the Halo Effect, which argues items associated with a person whom is seen in a good light is also seen in a good light, thus more likely to be desired by consumers.

Additionally the Mere Exposure effect states that merely exposing a person to something or somebody makes them more likely to like it and the more they are exposed to it the more they will like it. This works in two ways in influencer marketing. Firstly, the more a consumer sees an influencer’s content the more likely they are to enjoy the content. Secondly, the more frequently an influencer shares a specific item the more likely the item and this more likely they are to purchase.

Pin It



  1. shn18jhy

    Hi Becky! Your site is gorgeous – almost intimidatingly so, haha. But as soon as I began reading your article, the professionalism and style and personal brand all began to click into place. I think your topic is absolutely fascinating, especially about the consumer tribe. Social norming plays a large it into how we act, especially when it comes to in-group memberships (which can be signaled by the products we consume).

    I wonder if the positive consumer contagion that Caroline mentioned in class comes into play here (though, mediated by the fact that it isn’t physically the same product). As you say with the halo effect, it’s a way to become closer to our identity and aspiration goals (in, this case, the influencer and the lifestyle and persona that they embody).

    This might be an interesting experiment to consider. There’s a phenomenon known as the Watching Eyes effect (or Direct Gaze Induction technique, in marketing terms) which links the presence of eyes (either live people in the proximity or in marketing imagery) to more pro-social behavior and higher levels of commitment/engagement. I’d be curious to find out if you’ve noticed a difference in impact based on whether your followers can see your eyes or not.

    You make several excellent points and it was a true pleasure to read. Thanks so much for sharing!

    • beckyloubuttonBlogger

      Oh this is the loveliest comment! Thank you so much! I’ve been working on perfecting my website/branding for a few years now so its so comforting to hear people like it!

      The eye experiment is especially interesting to me, I hadn’t heard of that but will definitely be testing it out – perhaps even run an AB test? Watch this space!

      Have a lovely day!

  2. Marilu Louw

    This is so very true. Influencers are very powerful as they set a certain tone and expectation for an experience a consumer can have with a product or brand. Influencers are the modern day word of mouth (WOM) companies use to create trust with consumers. Influencers are seen as reliable ‘friends’ who have their best interests at heart and who’s opinion can be trusted. These days it appears brands decrease their value by recruiting too many ambassadors, which I’ve experienced with a fitness brand. This can be quite harmful to their brand image as the affiliates may start to think the brand does not care about its ambassadors and that can depreciate the emotional value and loyalty they have towards the brand, which means they won’t put in enough effort to promote the brand. An interesting read on influencers and how they are perceived as well as how they affect brands and consumers’ attitudes toward brands https://www.tandfonline.com/doi/abs/10.1080/02650487.2017.1348035?casa_token=GBjgLC5-hTsAAAAA%3AftIzOER80KjcIK0D8Skt7tz_vYf2le7WCj5vyx1pSuGu8BoXpx79-EMCWwPKpIQXufrOh_i_iQt9Yds& . Always a pleasure to read your blogs.

  3. Suki

    Hi, very nice website, cheers!
    Need cheap and reliable hosting? Our shared plans start at $10 for an year and VPS plans for $6/Mo.
    Check here: https://www.good-webhosting.com/

  4. ปั้มไลค์

    Like!! I blog frequently and I really thank you for your content. The article has truly peaked my interest.

  5. Cliff Nestico

    Hey, you used to write excellent, but the last few posts have been kinda boring?K I miss your super writings. Past few posts are just a bit out of track! come on!

  6. 카지노

    children should not hurt that they should be aware of what is right and wrong not to be in pain as we love them and give them the value
    When I’m young I’m lazy I’m studying I do not care to my parents so now I’m great I’ve learned that it’s really important that you’re learning while you’re young you learn how to improve your life

  7. 온라인카지노

    respecting older ones is a good job as a child because respect is the one who will be able to live in life
    I have a lot of friends but they are not all trustworthy you can usually trust a few if you have a good friend to protect them because they break your trust. It’s harder to see good times to love so love your friend

  8. 카지노사이트

    If you don’t know how to look back to where you came from, you will not reach your destination.
    A person who does not love his own language is worse than beast and foul-smelling fish. 

  9. 바카라사이트추천

    Example of usage in sentence: That’s an old saying we have here in the Philippines.
    something such as a basic truth or a practical precept. Example of an English proverb: “Slow and steady wins the race.”

  10. suba suba

    8MEEJT Wow, fantastic weblog structure! How long have you been running a blog for? you made blogging glance easy. The entire look of your website is excellent, let alone the content!

  11. Top Tee White T-Shirts

    It as really a great and helpful piece of info. I am glad that you shared this helpful info with us. Please keep us up to date like this. Thanks for sharing.

  12. Sim card At&t

    Say, you got a nice article post.Much thanks again. Much obliged.

  13. Sim card USA

    SEO Company Orange Company I think this internet site contains some really good info for everyone . The ground that a good man treads is hallowed. by Johann von Goethe.

  14. Digital Marketing Coach

    I think other web-site proprietors should take this website as an model, very clean and fantastic user genial style and design, let alone the content. You are an expert in this topic!

  15. for more info

    Thanks so much for the article post.Much thanks again. Keep writing.

  16. custom made t-shirt

    I’а†ve recently started a site, the information you provide on this web site has helped me greatly. Thank you for all of your time & work.

  17. https://www.imprints-tshirt.com/

    This website is known as a stroll-by way of for the entire data you wished about this and didn?t know who to ask. Glimpse right here, and also you?ll positively uncover it.

  18. inter online

    Very good article. I will be dealing with many of these issues as well..

  19. mo hinh mut xop

    Thank you for another great post. The place else could anybody get

  20. arhitektura

    That is a beautiful shot with very good light-weight -)

  21. why use social media for business

    Very nice post. I just stumbled upon your weblog and wanted to say that I ave really enjoyed browsing your blog posts. After all I will be subscribing to your rss feed and I hope you write again soon!

  22. Mega Mods

    Say, you got a nice blog.Really thank you! Will read on

  23. arcadia realtor

    The quality of our personalized selection of fine Italian made crystal serving selection remain unchallenged.

  24. glendale real estate agent

    Piece of writing writing is also a fun, if you know after that you can write if not it is difficult to write.

  25. pirate place pro

    to be capable of get these phones add alone is usually to pay for

  26. psihologija

    It as the best time to make some plans for the future and it as time to be happy.

  27. nikon d3500 lens accessories

    This is really interesting, You are a very skilled blogger. I have joined your feed and look forward to seeking more of your excellent post. Also, I ave shared your website in my social networks!

  28. buy instagram followers

    It was registered at a forum to tell to you thanks for the help in this question, can, I too can help you something?

  29. buy backlinks

    Thanks so much for the article.Really looking forward to read more. Keep writing.

  30. digital strategy

    topics you discuss and would really like to have you share some stories/information.

  31. Curcuma

    Major thankies for the blog post.Really thank you! Really Great.

  32. cbdoil

    This website was how do I say it? Relevant!! Finally I have found something which helped me. Many thanks!

  33. Chia se cach

    Pretty! This was an extremely wonderful post. Many thanks for providing these details.

  34. introduction

    pretty practical material, overall I imagine this is well worth a bookmark, thanks

  35. mp4 download

    Nice post. I learn something totally new and challenging on blogs I stumbleupon every day. It as always exciting to read through content from other writers and practice something from their web sites.

  36. "this one Marketing"

    This very blog is definitely awesome as well as informative. I have found a bunch of handy stuff out of it. I ad love to visit it every once in a while. Cheers!

  37. How To Become an Entrepreneur

    Wow! Thank you! I permanently needed to write on my blog something like that. Can I include a portion of your post to my site?

Leave a Reply