Sophie (Chanko) Dare

Originally published March 20, 2019

Even though the Internet does not seem like a new, unexplored frontier in media anymore, the way that online content has changed the way that people communicate, perceive others, and make purchases is unprecedented. Along with this new way of advertising to consumers, fame and celebrity has taken on a drastically different definition in the last ten years or so.

Just about anyone can build an audience and become somewhat famous, even a graphic design student in their senior year at Oakland University in central Michigan.

Drew McHale has over 185,000 followers on her Instagram page, which features detailed, creative, and outside-the-box makeup looks that she creates in her spare time.

@mcdrew on Instagram.

McHale balances a successful online presence with college classes, and puts a considerable amount of time and effort into her creative endeavors. “I spend approximately 10-15 hours a week just creating looks, not including editing the photos,” McHale said. “I would say it’s a full-time work load with only part time available to get the work done, since I am a student.”

“I stay consistent and up to date by doing several looks in one day to save up and have them ready to post during the week.”

McHale has earned the support of many popular cosmetic brands, and has been invited to attend exclusive parties and events to celebrate new product launches and to network with other influencers in the beauty community.

https://www.youtube.com/watch?v=-xqtPaQ2yJc&feature=emb_title

A vlog recapping McHale’s experience being invited to a cosmetics brand event.

“It’s nice to have a community of supportive individuals to share my work with. I’m just someone with an audience to share my artwork with in my free time.”

@mcdrew on Instagram.

According to a recent study, the term “influencer marketing” increased by 325% in Google searches over 2017, making this the fastest-growing online acquisition method of the year. Also, for each dollar spent on influencer marketing, marketers see an average of $7.65 in earned media value returned.

From a business standpoint, internet fame is extremely profitable. It works because an audience forms a somewhat personal connection to someone who shares a decent amount of their life online. Young people especially feel that they can trust someone their age who seems to be an honest and open online personality.

The concept of using a face and a person to market merchandise is not a recent discovery; using star athletes on the front of Wheaties boxes and famous supermodels wearing a particular brand of jeans has proven successful in the past several decades. Well-known actors and celebrities have been promoting watches, clothing, and even prescription medications on television commercials for years as a way to preserve the feeling that a consumer got a recommendation from a friend to try a certain product.

Tennis legend Serena Williams on the front of a Wheaties cereal box.

Influencers also have a narrowed-down, target audience. In order to grow a following in the first place, people quickly learn that consistency is key, and having a focus to an Instagram page or a YouTube channel attracts an audience that can expect the same genre of content with each post. For example, McHale’s posts focus primarily on makeup and artistry, with occasional ventures into fashion and skincare, but all of her content falls squarely underneath the creative, “beauty/lifestyle” category.

Brands seeking to advertise use this to their advantage. If they are launching a new colorful, glittery eyeshadow palette, McHale and other makeup artists will advertise that product to a demographic who is actually interested in it because of their pre-existing following. Likewise, if a brand creates a protein shake or supplement that they need marketed, they will reach out to influencers who post workout routines and promote healthy living.

@mcdrew on Instagram with the Anastasia Beverly Hills Amrezy eyeshadow palette.

Internet fame is a new frontier that businesses are learning how to capitalize on, and the future of advertising is by way of digital endorsements from influencers all around the world.

Some of McHale’s creations.

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