These brands that manipulate you with influencers: Scams or real bargains?

In a world where social networks create trends, many brands have relied on influencers to increase their notoriety and boost sales. AirUp, Holy, NordVPN, and Revolut are part of this list. But behind these collaborations lies a crucial question: Are the promotions offered through these partnerships real opportunities or just a marketing ploy?

Influencer marketing: A winning bet for brands

Influencers hold a power of recommendation that often surpasses traditional advertising today. By collaborating with them, brands gain immediate visibility and direct access to an already engaged audience. This allows them to accelerate their growth and reach a targeted audience without relying on conventional communication channels.

Take AirUp, for example, which established its innovative concept thanks to massive social media communication. By leveraging lifestyle and wellness influencers, the brand created significant hype around its retro-olfaction flavored bottles. Through video demonstrations and enthusiastic reviews from content creators, AirUp quickly became a must-have in alternative hydration.

Similarly, Holy has positioned itself as a healthy alternative to traditional energy drinks through well-orchestrated influencer marketing, particularly on YouTube and Instagram. The brand emphasizes wellness and performance themes, which align with current consumer concerns. By collaborating with influencers from the sports and gaming worlds, Holy has built a young and dynamic image.

NordVPN and Revolut, on the other hand, have adopted a strategy more focused on utility and technology. By frequently appearing in the recommendations of tech, finance, gaming, and lifestyle YouTubers, these brands tap into a qualified audience receptive to their services. NordVPN, for instance, is often highlighted for securing online browsing, while Revolut attracts users looking for innovative and accessible banking solutions.

How to spot the best deals?

With an avalanche of offers, distinguishing real bargains from mere purchase incentives becomes essential, especially when it comes to promo codes shared by influencers. Here are some tips to assess a promotion resulting from these partnerships:

• Compare prices before and after the discount: Before jumping on an influencer’s promo code, check the product's price without the discount on the official website or other sales platforms. Some brands artificially inflate prices before applying a reduction, creating a false sense of a great deal.
• Check the duration and exclusivity of the promo code: Brands often create urgency with limited-time offers. However, some influencer codes are permanent or frequently renewed, meaning the deal is not as exceptional as it seems.
• Assess the relevance of the offer to your needs: A promo code should not be an excuse to buy a product you don't need. Ask yourself if you would have been willing to pay full price before being tempted by the discount.
• Consult independent customer reviews: Don’t rely solely on the influencer’s opinion. Check comments on Trustpilot, Reddit, or other review platforms to see if the product or service delivers on its promises.
• Compare with other promo codes: Some influencers receive codes offering better discounts than others, depending on their notoriety or partnership with the brand. Before purchasing, search for a potentially more advantageous code from another content creator.
• Observe the frequency of promotions: If a brand constantly offers discounts through influencers, it is likely that the base price is artificially inflated to absorb these promotions. In this case, wait before purchasing or look for alternatives.

A sustainable strategy for customer loyalty?

While partnerships with influencers provide a boost in notoriety and immediate sales, the question of customer retention remains. Attracting customers with a promotional offer is one thing, but keeping them is another.Some brands, like NordVPN or Revolut, rely on customer satisfaction and service quality to ensure high retention rates. Their strategy is based on a subscription model or regular product use, which naturally fosters loyalty.

Conversely, brands like AirUp or Holy must continuously innovate and maintain active communication to avoid becoming a passing trend. Once the initial excitement fades, consumers may be tempted to try other alternatives. To counter this, these companies focus on creating new products, limited editions, and continuous engagement with their community.

Ultimately, the sustainability of this strategy depends on several factors:

• Product quality: An influencer campaign can attract buyers, but only a satisfying experience ensures repeat purchases.
• Customer experience: After-sales service, ease of use, and brand engagement play a crucial role.
• The brand’s ability to create lasting attachment: Some brands successfully build a true community by offering exclusive content or involving customers in product development.

Conclusion

Influencer marketing has become an essential tool for brands seeking rapid notoriety. However, for consumers, it is crucial to remain vigilant and adopt a critical approach to the promotions offered. A good deal is only truly beneficial if it meets a real need and if the brand can turn a one-time buyer into a loyal customer.

In the end, collaborations between brands and influencers can be mutually beneficial, provided they are based on genuine offers and quality products. Consumers, on their part, must develop critical thinking to distinguish true bargains from mere marketing tactics.

‍