Insta-brand? The Blogger and Brand Tool 

Who here is guilty of buying a product after seeing a celebrity blogger rave about it online? My hand is almost touching the roof.

I can happily admit that I own a MyProtein gym top (and bought my boyfriend a matching one), my best friend uses Bondi Sands tan and my cousin drinks Women’s Best protein… Where did we hear about them you ask? From our favourite, little pocket tool Instagram.

Instagram is definitely my daily, go-to app and now with 400 million daily active users I’m not scrolling for more than a few seconds before I see many upcoming and celebrity status bloggers promoting things that make me think “ooh maybe I would look nice in those” and “that flavour does sound delicious.”

We have shot into a technology savvy 2017 and now Instagram shows to be the most effective social media platform for user engagement with brands. The numbers are 10 times higher on Instagram than on Facebook and 54 times higher than on Twitter.

Companies are noticing too. They are working with big names on social media that tick the “blogger and brand match, number of followers, tone of voice, popularity, content and reliability” boxes to create buzz around their products.

Bloggers aren’t just doing these companies a favour either. Not only do they get paid or receive goods in return for their marketing posts, bloggers know that interacting with fans, “liking” or replying to comments will bring them further publicity and fame.

A massive influence in a brand’s marketing success is their involvement with consumers and their communication methods. Working together with a  digital influencer that has common ground with their target audience e.g. age, interests or proximity will make the user feel personally connected which is a perfect strategy for sales.

One blogger that I follow is Tammy Hembrow. She has 5.7 million followers and has made herself globally famed from her Instagram account. I’m not exactly sure what she does, yet I love to follow her on social media anyway. Is she a fitness model? A personal trainer? A celebrity? I do know that she lives in the Gold Coast (two hours south of where I live) and gym and nutrition are a huge part of her life.

Tammy is sponsored by Gym Shark and is a Women’s Best ambassador. She posts almost daily photos using their products, wearing their clothes and encourages her followers to do the same. She’s also a mum of two adorable babies who she involves fully on her Instagram and because of this it doesn’t feel like a marketing scam. On her website is where she sells her fitness routines, pregnancy programs and meal plans, chats to her followers and answers their questions.

Tammy is a perfect example of how companies use brand communication with a celebrity blogger than can be described as a phenomenon of the Internet.

Whole world right here 🌎❤

A post shared by ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀Tammy 🦄 (@tammyhembrow) on

While influencer-marketing strategies have exploded in 2017 there is now the issue of the impact it has on traditional news media. Do you think we have grown away from a world where conventional news brands rely on reaching large audiences to secure advertising profits?

Are we rapidly moving towards a place where more brands are turning to digital creators to reach fresh-faced audiences and create a marketing buzz around their products?

Kiani Milsom

Header Image: Lululemon




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