Nowadays, people are familiar with the word endorsement. Even if they heard the word ‘endorsement’ not on purpose, they still have to know the definition of it.
Endorsement is an act of giving one's public approval or support to someone or something. According to Rencanamu.co.id, there are 2 types of endorsement from their era, such as classic endorsement and social media endorsement. In the classic endorsement era, most of the endorsements are done by an artist figure.
Mostly, they are endorsed by a big brand such as Nike, Adidas, Pepsi, ect. While in the social media era, most of the endorsements are done by social media influencers.
The brand they endorsed also can be from a big brand, but it can be from a small brand too. Classic endorsements are shown on the television, while social media endorsements are shown on a variety of social media. The one that is frequently seen, is a social media endorsement especially on Instagram. Instagram is the best platform for endorsement because it is cheap, effective, and resulting in an increase.
Cheap is probably the most obvious advantage that people can get from instagram endorsement. With the classic endorsement method, companies must spend funds for the figures who will do the endorsement. Other than that company must spend another amount of money for advertising, either it's through television, newspaper, or platform. While Instagram endorsement methods, companies do not have to spend that much amount of money to pay the figure, it depends on who the company hires. Not just famous figures, companies can also choose influencers with lower funds as their option. As a result, the figure or the influencer will upload the advertisement on their Instagram account. Since instagram has a lot of features in it, the endorsement itself can be divided based on the features.
According to ajaib.co.id , instagram endorsement divided by 3 features, such as photo, video, insta story and instagram TV. The most frequently used endorsement feature is the posting of the artist's photo with the product. The photo itself then accompanied by a caption according to the company. Usually the company owner will send a script containing the advantages of the product to be used as a caption. Second, endorsement posts can also be in the form of videos. The difference between photo and video post is that the video one will cost higher because of the production time. When an artist endorses a product in a video, it usually requires the artist to also read the narrative about the product. The last features is insta story and instagram TV, Both can also be used as endorsement media. In general, the endorsement rates that apply differ according to the ad format. However, many also provide package rates that are adjusted according to the posting period.
Second, Instagram endorsement is also really effective. Since people carry their phone everywhere and search everything that they need through social media, it makes it easier to see an endorsement, advertisement, or promotion around social networks. It’s effective too for new businesses that want to advertise their product, since it is easier to manage the process through instagram than managing the classic endorsement through television.
Resulting in an increase is another benefit of Instagram’s endorsement. First, instagram endorsement can increase public trust for both the company and the figure who did the endorsement. With trusting a promising figure, especially the figure who has a large number of followers and has a lot of experience in endorsement, there’s a big chance that the advertisement will be noticed by a large number of followers. Also there’s a big chance for increasement in sales, since the figure promotes the product that they “use.” After the product blows up, has a lot of consumers, and followers, another company might hire the same figure who promotes the previous product.
The more times fly, the more discoveries will be created and found. With the existence of new technologies and the invention of social networks such as instagram, everything including endorsements has been greatly facilitated. To sum up, with instagram endorsement, companies do not have to look for a complicated method since instagram endorsement is way more affordable, productive, and advantageous.
References:
Ibtisam and Fatimah (2016, December 5). Serba - Serbi dan Cara Seputar Meng-Endorse dan di-Endorse di Media Sosial
