It is only a year on the shelves and there is no advertising in the traditional media, but the product has been sold out in every Kruidvat store for months. The eyelash serum of the Kruidvat brand was recommended by social influencers in their vlogs and has not been touched since.
Kruidvat paid the influencers to advertise the product. It was part of their marketing strategy for the serum, which makes lashes longer. A typical example of the future of marketing: where television and folders become less and less important for a company or brand, social media and vlogs become more and more essential.
“We gave the eyelash serum to a number of vloggers and they paid for advertising “, says Brenda Smith, Marketing Director of AS Watson, the company behind Kruidvat. According to Smith, that was all without obligation. “We give them the choice, they find the product bad, they do not need to advertise, but this product is just good and goes viral because people are embracing it massively.”
This is the future of advertising, says marketing expert Paul Moers. “I expect that the proportions will be about 70/30 in a while: 70 percent of the advertising market will consist of social media and 30 percent from classic media.”
As a company or brand you have to bet on ads through this kind of channels, Moers continues. “You really can not stay behind, social influencers continue to advance, the importance of social media continues to increase, the accessibility is very large and the audience's viewpoints are too.You can not permit yourself as a company to stop using it. “
The future lies with the vloggers, says Moers. They only increase in importance. But the advertisements on classic media also continue to exist. “Social media will never dominate the market for 100 percent.” A brand must be seen at as many times as possible, and television, print and radio are good, but that will also be less, because on Netflix, for example, you will not see any advertising. ”
Advertising through social influencers also has more impact, says consumer psychologist Patrick Wessels. “Those vloggers are seen as one of us, as a friend, a brother or sister, you trust the vlogger and want to mirror your behavior to him or her.” This is different with advertisements from a company or brand. “Then you think: yes, of course the company praises this and claims that the product is good.A vlogger is seen as an independent person.”
It is the new word-of-mouth, Wessels continues. “The vlogger is the neighbor or the aunt of the past, when you asked them if they had a recommendation for a new product, now you're being led by the influencer.” Consumers think: if I copy the influencer, I'll be just like that. successful, handsome or fun like that person. “
That's why this way of advertising is so valuable to the marketer of a brand or company. “Actually, the influencer is someone with lots of neighbors and a very big family who convinces them all at once to buy a product, such a person has a lot of influence. As a consumer you want to conform to others, so you listen to what the person has to say. “
That is also the reason for Kruidvats choice to use influencers as a marketing strategy, says Smith. “Vloggers are seen as credible, they become more and more your friend or girlfriend, and you take things a little easier: the influencers are more convincing than an advertisement.”
But your friend does not get paid to advertise in a conversation with you. According to Moers, this is also the danger of this strategy. In one of the vlogs of a sponsored influencer (see above) the influencer repeatedly says that she has bought the product while Kruidvat sponsored her.
In the text below the video, which you only see when you click on 'show more' “click, it says:” In the video I say a number of times that I have bought the products, because that is not sponsored (…) This video is sponsored by Kruidvat. ” When asked, Kruidvat says that all influencers used in their video make it clear that they are sponsoring
'Are they really independent?'
“Do we have to believe them, the vloggers?”, Asks Moers. “Are they independent?” I ask my question, but it is legally impossible to check all these vloggers according to the Advertising Code. ” It is therefore questionable whether the influence of social influencers remains so great. “Maybe we'll eventually see them as advertisers and take away their credibility,” says Moers.
But according to Smith they can all be trusted. “We are not afraid of the vlogger's independence, and if they do not like the product, they just do not make a video about it.”
There are already questions about the quality of the eyelash serum mentioned above. One of the ingredients of the product, bimatoprost, occurs in a medication for glaucoma, an eye disease. This fabric has eyelash growth as a side effect. If the substance comes into your eye, the eye pressure could be lowered. That is not harmful, but is also not recommended. According to Kruidvat, the serum is absolutely safe and meets all the requirements.
Only it is important that you lubricate it above your eye, not in the eye.