The influence of social media in modern society is no secret – it has thrived in the social landscape and the lives of people around the world. With social media becoming popular so rapidly, companies have adapted to reach customers in this new landscape; that’s how influencer marketing has become the biggest trend of the online advertisement industry.

Influencers and influencer marketing

We’ve all heard the words “influencer” and “influencer marketing” being thrown around in mainstream media, but what exactly do they mean? Social media influencers are people who have built a reputation for their knowledge on a specific topic and generate large followings of engaged people. Unlike celebrities, they can be anywhere and anyone. There are many types of influencers with different niches, but what they all have in common is the ability to affect the purchasing decisions of others because of their knowledge, position or relationship with their audience. Some popular influencers would include Michelle Phan and Abby Roberts of the beauty world, entertainment YouTubers Emma Chamberlain and David Dobrik, or travel content creator Damon Dominique.

Influencer marketing, on the other hand, is the collaboration between an internet personality and a brand to advertise products and services or improve brand recognition. Examples of this include sponsored Instagram posts, short advertisements in YouTube videos or even social media campaigns, usually with a fun and creative twist brought forward by the influencer. Sounds quite simple, right? Then why has this strategy become so successful?

The rise to popularity

According to Nielsen’s Consumer Trust Index, 92% of consumers trust influencer marketing over traditional advertising. Younger audiences are skeptical of traditional advertising, which seemingly lacks authenticity. On the flipside, influencers are the people who exude relatability on social media by forming meaningful connections with their audience. Most of the time, this makes internet personalities appeal trustworthy and their recommendations and reviews genuine and honest.

Another perk of influencer marketing is that users with similar interests follow similar profiles, so it’s easy to find the right market for a particular product. Every ad is perfectly tailored to the influencer’s following, and it makes people more likely to check out the advertised product. A great example of that is the collaboration between Morphe, a global cosmetics brand, and James Charles, a beauty influencer. Together they advertised a kit of Morphe’s makeup brushes and launched a vibrant eyeshadow palette. Soon after the release, the entire stock was sold out multiple times and it remains as one of the most memorable collabs of 2018.

You could look at influencer marketing as an attempt for brands to connect with consumers on a more personal level. And what better way to do that than getting people’s idols to recommend products in a way that people enjoy? Just by looking at the way influencer marketing has redefined the advertisement industry, it’s clear that it won’t lose its popularity anytime soon.

Sources:

1. Fertik, M., “Why is Influencer Marketing Such a Big Deal Right Now?” in Forbes. Retrieved on 2020, August 3 from https://www.forbes.com/sites/michaelfertik/2020/07/02/why-is-influencer-marketing-such-a-big-deal-right-now/#54322b675f30
2. “What is Influencer Marketing: An In Depth Look at Marketing’s Next Big Thing” in Influencer Marketing Hub. Retrieved on 2020, August 3 from https://influencermarketinghub.com/what-is-influencer-marketing/
3. “What is an Influencer?” in Influencer Marketing Hub. Retrieved on 2020, August 3 from https://influencermarketinghub.com/what-is-an-influencer/