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Branding and social media presence are more essential than ever in today’s marketing climate. One trend that has emerged recently and has been popularized through the brand Parade is using real people on social media to promote their brand, instead of models and popular influencers. This trend is sure to stick and bring your brand success if you try it, too.
When brands market products on social media, it’s not out of the ordinary to see celebrity or influencer endorsements. They emulate perfection, ultimately selling a fantasy; and this formula works to a degree, but it can also have the opposite effect. Consumers can see it just like that – a fantasy. This can deter consumers from the product because the branding makes it unrealistic for them.
A new trend is emerging of showing regular, real-life users promoting a brand on social media. They give a more accurate depiction of how a product looks, and a realistic representation of how it works when a real-life customer uses it. Using real-life customers and regular people to promote a brand allows for a plethora of people to relate and envision themselves in or using a brand’s products, making consumers more inclined to purchase the product.
Parade is a fashion brand most known for its seamless undergarments and loungewear. They are famous for popularizing this social media marketing approach. This tactic has launched Parade into massive mainstream success and has increased their revenue incredibly, showcasing how effective this method can be. Parade’s use of normal users to advertise their products on social media really resonates with consumers. People can truly envision themselves using the product when they see people like them doing the same. Whether it be familiar features, body type, personality, or similar aesthetic, any and all users can relate to one or more advertisers of the brand, which allows them to feel personally marketed to. The core behind this method is that if everyone uses the product, everyone is qualified to promote the product.
It is important to promote your brand and products in a realistic manner, even without using Parade’s exact tactic. Brands are more likely to sell their products when people can see themselves using them in their everyday life. Selling a reality instead of a fantasy is what is important to your brand’s sales and success, especially in marketing today. Having this widespread social media branding not only allows for all types of people to be represented but also allows for widespread marketing and brand awareness.
