Instagram & TikTok Influencers

Faux Pas Label invests in Influencers to build our social media following.

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Social influence theory states that one person’s behaviour can intentionally or unintentionally spark a change in another person’s behaviour (Kelman, 1958). Social media influencers are becoming the new age celebrities, 70% of Generation Z consumers trust influencers more than traditional celebrities (Digital Marketing Institute, 2020). With the ever-evolving technological word, 22% of marketers say influencer marketing is the most cost-effective method to increase recognition, following and engagement (Digital Marketing Institute, 2020). Through the implementation of brand influencers, brands can affiliate their personality with the personality of the influencer they use, creating a trusted brand personality, leading to trusted consumer/brand relationships.

According to Influencer Marketing Hub (2020), Marzia Kjellberg with 7.7 million followers is Australia’s greatest clothing influencer based on her 9.92% engagement rate, anywhere above 6% is a very high engagement rate (Scrunch, n.d.). Marzia influences for Mai Accents, which has built an Instagram following of 250,000. Through paid influence, Mai Accents has been able to increase their engagement and following.

Faux Pas Label intends to primarily use Instagram influencers for our campaign, as mentioned in TikTok Content and Our Budget Breakdown, Instagram is the main powerhouse of the campaign and is the most used social media platform across Generation Z Australians. Faux Pas Label uses influencers to primarily display our clothing pieces to a wider audience, whilst trying to build our following by linking our social media accounts to influencer post descriptions. Implementation of Influencers is regarded to be shared-owned incentive media.

Faux Pas Label adheres to the following Paid Influencer model: