The Role of Influencer in Strategies to Increase Promotion of a Brand

Abstract

Visual Communication Design as part of the creative industry is increasingly develop every year, especially facing the 4.0 industrial revolution. Visual communication designers are expected to also understand the marketing strategy, so they are not erode by the development of digital age through social media. To improve marketing on social media, companies have begun to use influencers as their marketing strategy. Influencers are used by a brand to convey the goals of a brand to a specific target audience and even become a milestone in their promotion. The purpose of this study is to change the perspective of visual communication designers to be more aware of social media marketing strategies by utilizing influencers in promotion. The research methods used are observation by selecting Instagram as the social media, literature, internet studies and the analysis process using qualitative descriptive methods. Based on the AISAS channel, both micro influencers, macro influencers and mega influencers are able to produce content that is able to attract attention and interest in social media. Not only the selection of interesting photos, influencers are also able to promote brands with selling copywriting without eliminating their character and their personal branding. With the influencer, brand awareness of a product will increase and will affect the sales of the brand.