M&S Shuns TV Ads In Favour Of Influencer Marketing

If you have yet to be convinced by the returns that influence marketing can bring, you might be interested to learn that some big brands are shunning more traditional forms of advertising in favour of using social media influencers to help promote their products.

Campaign Live recently reported that Marks & Spencer has cut its ad spending for its Christmas TV campaign for its clothing range, instead choosing to focus on its food division on television. However, that doesn’t mean it’s not promoting its clothing.

The retailer has decided to use online and influencer activity to promote both its clothing and homewares ranges in the run up to the festive season.

An M&S spokesperson did not confirm how the company is spending its budget for clothing and homewares this season, but they did tell the news provider that the clothing team is “focused on helping our customers shop with confidence in-store and online, as well as delivering the magic and sparkle customers expect of M&S”.

They added that they will be doing this “through a wide range of customer channels”.

However, if the report is correct, it goes to show just how important brands of all sizes believe that influencer marketing is.

If you’re new to this kind of marketing, check out our blog explaining how you can make the most of influencer marketing.

One top tip is to explore nano influencers who, while they may have smaller followings than other influencers, typically have more targeted followings which can mean they’re great if they fit within your business’ specific niche.

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