Written by: Keegan Heinrich
The Super Bowl has always been one of the most anticipated marketing events with viewers even excited for ad breaks. Brands spend millions of dollars on 20 second ad slots, anticipating engaged viewers. Consumers yearn for a sense of authenticity and relatability, something that traditional advertisements lack. Influencers aren’t just participating in Super Bowl marketing, they are redefining it.
Take Poppi for example: the soda brand used big influencers like Jake Shane and Alix Earle. Although they have millions of followers, the nature of their content makes them feel so much more accessible than a big actor. The influencers in this ad had unique rises into the industry, like Jake Shane who gained a following from short TikTok skit comedy bits made from the comfort of his home The sense of relatability toward influencer fame is what makes the audience more inclined to listen.
This new wave of influencer marketing is manifesting in other ways too. Abercrombie invited creators to Super Bowl watch parties and private dinners. They were able to curate content amongst each other in preparation for the game. This is a unique form of marketing because the Abercrombie clothes are not the main focus of the advertisement. This nonchalant approach is perfect for their young audience. Not using scripted lines and big logos directly in the camera makes the viewers more willing to engage. Consumers have become hyper aware of traditional marketing tactics and they are tired of that feeling of pressure and urgency to buy. This new approach allows the customer to discover as they please. If they like the clothes worn in the video, they can easily go to their website or even if they simply check who posted the video, it will lead them to Abercrombie and organically drive sales.
Outside of the relatability and authenticity, influencer marketing is effective because of parasocial relationships. This is when there is a one-sided relationship where one person is emotionally engaging in someone who is not aware of their existence. In extreme cases, parasocial relationships can be dangerous due to stalking or invasion of privacy, but in terms of marketing, this ‘friendship’ is beneficial. Think of it as a friend recommending you a product versus a stranger. You would probably trust your friend more, right? The trust pendulum has shifted from institutions to individuals.
While the Super Bowl remains a cultural milestone, influencer marketing represents something even bigger; a change in how brands and consumers connect. It is no longer reliant on commanding attention but rather building trust. Large brands collaborated with influencers, sparking widespread conversations online and increasing perceived accessibility.
