Influencer Marketing

Social media Influencer marketing is a term that has been on the rise for the last 10 years. Influencers like Kylie Jenner, Charli D’Amelio, Logan Paul, and Jayda Chaeves have all made a name for themselves through having a large social media following, but what is influencer marketing? 

Influencer marketing uses influencers to represent a product, service, or campaign on behalf of a brand or business. This strategy allows companies to connect with the already established audience of these influencers and use the rapport they have with their followers to bring awareness to the companies brand. Brands like Pepsi, Adidas, Reebok, and  Dunkin Donuts are a few brands that have made major successes by using influencer marketing. 

This form of marketing is more than just likes and comments. Content creation, timing, engagement, and exposure have become more important than traditional brand promotions. Consumers are now looking for more authentic connections and reviews from the influencers in their niches. Per the Digital Marketing Institute, 70 percent of teenagers trust the opinions of influencers over traditional celebrities, and 49 percent of consumers will buy a product based on the recommendation of a trusted influencer. 

Brands are now looking to social media influencers to help promote and market their newest campaigns, artists, and products due to the amount of trust and influence that they have gained from the consumer. According to the influencer marketing hub, about 67% of businesses are using influencer marketing. Within the last year, companies have invested over 13 billion dollars into influencer marketing alone. Although many of these brands have strong awareness through traditional marketing strategies, they are now making the shift into growing and figuring out their niche amongst consumers on social media through using influencers that represent and align with their messaging. They are no longer trying to be on all platforms but they are focusing on which platform speaks to their niche of consumers the most. 

Social media influencer marketing has opened a new medium between brand and consumer. It has allowed brands to build more trust and rapport with their consumer and the consumer more insight into who the brand is and what they support. As we grow more and more into social media only time will tell how effective social media influencer marketing will be and if it is something that is here to stay or just another trend.