How Tech Giants Are Using Influencer Marketing?
- Fluencer Market
- Nov 20, 2023
- 3 min read
Influencer marketing has become an essential part of the marketing mix for brands across all industries, but it has proven especially effective for major technology companies. As the tech space grows increasingly saturated, using influencer marketing helps set brands apart from their competition. Influencer Marketing For Tech Giants:
Tech giants like Apple, Samsung, Microsoft, and Google have all tapped into the power of influencers to promote their products and services. But what exactly does their influencer marketing strategy look like and what are the key benefits for tech brands?
Why Influencer Marketing Works for Tech Companies
There are a few key reasons why partnering with influencers makes sense for large technology corporations:
- Influencers showcase products in real-world settings. Rather than sterile ads, audiences see tech products seamlessly integrated into an influencer's lifestyle. This makes recommendations feel authentic and genuine.
- Influencers explain and demonstrate products. Especially for complex tech products like smart home devices or gaming consoles, influencers can educate audiences by walking through features and functionality in an easy-to-understand way.
- Influencers humanize brands. Tech companies can feel cold or corporate. Influencers put a relatable human face on large conglomerates.
- Influencers expand reach. Partnering with influencers allows tech brands to tap into new demographics and their loyal follower bases.
How Top Tech Companies Leverage Influencers
Tech brands use a range of influencer marketing strategies, depending on campaign goals. Here are some examples of how major tech players effectively leverage influencers:
Apple
Apple relies heavily on macro-influencers with millions of followers and high-quality production value. For example, Apple partners with top tech YouTubers like iJustine to showcase new products like iPhones and Apple Watches via sponsored videos. They also send products to influencers to feature in reviews and unboxing videos, which generate excitement pre-launch.
Samsung
Samsung uses a mixture of celebrity influencers and micro-influencers in more niche tech spaces to promote their products. The brand sponsors influencer events and house parties where they can feature new QLED TVs or demonstrate smart home ecosystem products in real-world, relatable settings.
Microsoft
Microsoft taps into gaming influencers on Twitch and YouTube to showcase Xbox consoles and gaming accessories. User-generated content feels organic as influencers livestream themselves playing new Xbox games. The brand also relies heavily on influencer partnerships around major gaming events like E3 or new game releases.
Google employs YouTube influencers to showcase the capabilities of its hardware products. For example, they send Pixel phones to mobile tech reviewers and lifestyle vloggers to highlight camera features and demonstrate how the Google Assistant integrates into daily routines. For other products like Google Home, they partner with micro-influencers focused on areas like smart homes, technology, and digital parenting.
Influencer Marketing For Tech Giants: The Takeaway
At its core, the goal of influencer marketing for technology companies is to drive authentic recommendations and organic buzz for their products. Instead of traditional ads, real users demonstrate how tech fits into their lives. Strategic influencer partnerships also help humanize tech corporations so they feel approachable rather than corporate.
For tech companies struggling to cut through a crowded market, leveraging influencers across niches and platforms is a proven way to expand reach. But finding and vetting quality influencers on your own can be a time-consuming process. That's where a platform like Fluencer Market comes in handy. They offer pre-vetted influencer campaign bundles tailored for tech brands looking to jumpstart highly targeted and effective influencer marketing campaigns.
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