Position Paper 2 - Influencers

 Hannah Diffee

Professor Reppert

International Public Relations

March 2024

Position Paper 2 - Influencers

What are Influencers?

How can one person or group have such a sway over their audience? Influencers are individuals with a popular social media presence, having anywhere from thousands to millions of followers. They are known for having insight into, or expertise in, a specific area, such as makeup, clothing, art, family, gaming, traveling, comedy, or music. By creating content about their passions, they accumulate followers who share their values and interests. Influencers typically make money through sponsored promotions, often serving as brand ambassadors. 

Influencers as Brand Ambassadors

 According to PR Newswire, 80% of consumers have purchased products in direct response to advertisements or content they have seen on social media. Additionally, 37% of consumers reported that they trust social media influencers more than brands. Since millennials and Gen Z are most likely to discover new products through social media, companies have expanded their reach to these platforms--and influencers are a crucial part of this strategy.  Companies work with influencers to establish credibility, awareness, appeal, and loyalty. A trusted voice with an influence over their audience can start conversations about a brand and reach consumers the brand may not have reached otherwise. Influencers tend to know their audiences more personally and can engage with them better than companies can. UnboxSocial writes, "No social media marketing strategy is complete without influencers." Companies and influencers may collaborate through affiliate marketing, paid partnerships, product collaborations, giveaways, and more. These collaborations are an interactive and unique way to reach target audiences and generate traffic for a brand or product.

Samsung x BTS

BTS is a South Korean boy band formed in 2010. Also known as the Bangtan Boys, the group is comprised of seven members: RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook. In 2018, BTS became the first South Korean group to have an album reach the top of the U.S. Billboard "Hot 100" chart. The band also shattered records with its 2020 single "Dynamite," the first K-pop song to reach number one on the U.S. Hot 100. Together, the members have over 300 million followers on Instagram.

BTS has been an ambassador of Samsung Mobile since 2020. Samsung is a South Korean-based business conglomerate known for its electronics, notably Samsung Galaxy mobile phones. Samsung is the second-largest mobile phone company in the world, with an annual revenue of around $200 billion. Members of BTS regularly post photos showcasing Samsung Galaxy phones and other Samsung products. Click the image below to visit RM's Instagram page.

Samsung has also shared images of the band on its Twitter page and created a series of videos showcasing each member of BTS using the Galaxy Z Fold5 phone.

Learn more: https://t.co/1WWII3bJZg pic.twitter.com/HuxHBEtBkb

— Samsung Mobile (@SamsungMobile) February 9, 2022

 Samsung shared this video of Jimin six months ago on its official YouTube page.

In 2020, Samsung released special "BTS editions" of its Samsung Galaxy S20 phone and Galaxy Buds+ earbuds.                                                        

According to Samsung's website, the special Galaxy S20 edition came in a box with decorative stickers and photo cards of the band members. The device also came with pre-installed BTS themes and the app Weverse, where artists can communicate easily with their fans. The phone cost around $1,250 at its time of release.

The special edition BTS earbuds were purple and carried the group's logo and purple heart icon. People who preordered the phone from certain retailers got a 50% discount on the Galaxy Buds+ and a free BTS poster. Those who preordered the earbuds got a free BTS-themed wireless charger as well. The earbuds also came with collectible photo cards in the box. The earbuds cost around $100 when they first launched.

The Samsung x BTS collaboration was a move to benefit both parties. Stephanie Choi, head of the global marketing team at Samsung, said, "Samsung is pursuing a true, authentic partnership, which we can leverage to highlight each party's strength and unique aspiration." Suh Yong-gu, a marketing professor at a university in Seoul, stated, "Consumers aged between 30 and 50 are the largest buyers of electronics products. For those who are to enter their 30s, BTS is the most popular star. BTS is like a bridge connecting Samsung and young consumers" (The Korea Times). 

Many fans were excited to buy these products to support their favorite boy group. "I bought them because I'm a BTS fan. I found that Samsung has really cared about fans of BTS and released products that can be meaningful to ARMY," one fan said. "I'm a huge fan of Samsung and BTS, so when I heard about this collaboration, I couldn't wait to get my hands on it," an Amazon buyer commented. Following the BTS edition products, the top 37 viral tweets from Samsung Mobile were BTS-themed. 

Click the image below for a history of the BTS x Samsung collaboration.