The Power of Influence in the Digital Age

What do you notice about this type of marketing?

    Officially added to the Merriam-Webster dictionary in 2019, the word Influencer is defined as "a person who inspires or guides the actions of others. often, specifically: a person who is able to generate interest in something (such as a consumer product) by posting about it on social media." This type of marketing has risen greatly in the past couple years with more and more brands utilizing these modern day sales people to promote their products. Just open up Instagram and you'll be bombarded with people and brands pushing you to buy their weight loss tea or the newest bikini from their line. Young people in particular seem to be especially susceptible and mesmerized by these tactics. Many want to become influencers themselves, as it appears to be glamorous and easy.

What strategies are they employing?

    Influencers have mastered the art of enticing followers through personal branding, popularity, and persuasion. They are able to tell  stories through the content they produce, which others can relate to and want to engage with. This ability to authentically and consistently share on a multitude of channels is what allows for them to connect with such a broad audience. Staying relevant and part of the ever changing conversation on the web is vital to this gig, so influencers are very active in posting and responding. Being able to boldly put yourself out there is also a huge part of being internet famous. A prime example is Kim Kardashian, who "has attracted more than 160 million followers by exposing her life – seemingly minute, by minute – online." She talks about how the lack of privacy might be a pitfall for some, but not for her.

What role do these influencers play in marketing?

    Influencers are "the new rock stars with a bigger audience than old Hollywood ever had a chance to access. When they take a video or a picture and push a button on their phone, it is immediately disseminated to millions of people across the planet. That level of access is unprecedented (Bill, 2016)." No longer do brands have to give hefty paychecks to A-list celebrities to endorse their products when they can find influencers, or even micro-influencers, to speak directly to their target audiences for a much cheaper fee. Logan Paul, a young man who has found fame as an influencer says "The biggest companies in the world and brands have come to me to help sell their product to the younger generation. And I speak the language of millennials, and they respond to my content (Bill, 2016)."

How does the use of marketing perspective impact the relationship between the company and consumer?

    The modern day consumer increasingly values authenticity and transparency from the brands they buy from. They don't want to purchase a product just because a famous celebrity was paid lots of money to tout the supposed benefits of it. Influencers have a much higher chance of reaching consumers due to the trust and rapport they've built within their community. Consumers will listen to them because they are relevant in their social spheres. This network the influencer provides to the company is an extremely beneficial connection that they would otherwise have to spend a lot of time and money on to access.

References

Bill, B. (2016, December 14). The Influencers. CBS News. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/

influencer. (n.d.). The Merriam-Webster.Com Dictionary. https://www.merriam-webster.com/dictionary/influencer?utm_campaign=sd&utm_medium=serp&utm_source=jsonld