Digital Stars: The Rise of Social Influencers

ByPhilip Passman

Digital Stars: The Rise of Social Influencers

As bizarre as it may sound, Social Influencers are among the top five trends communicators and marketers must master. The increase in popularity of social media enables more and more individual to acquire large numbers of followers, sometimes up to several millions. Very successful social influencers earn millions of dollars and possess a certain cachet that challenges traditional celebrities who achieve success with actual talent

king bach

Some remain opposed to the relevancy of Social Influencers, especially journalist that pounce at every social influencer mishap with a host of reasons as to why businesses should not endorse  influencer marketing as a strategy. Nonetheless, businesses continue to adopt a Social Influencer marketing strategy. This is because we are in the social media age and its turning traditional means of marketing on its head. Consumers want to be entertained and informed simultaneously, they no longer expect brand to sell to them passively.

Patricia Bright

Personally, hearing other people’s feedback on a product or service, contributes significantly to my buying decision. It transcends to a whole other level of trust when someone I consider to be, -to use one of Kanye West expressions – “Dope” speak about an experience or product with a call to action to try it out. Research carried out by the University of Hamburg showed that traditional celebrities are still considered more favourable, however the familiarity aspect of social influencers, made them more trustworthy. In which case, Social influencers hold endorser effectiveness without a doubt.

Paul logan

Last year, L’Oréal increased its budget on social influencer’s as it saw sales increase as a direct result to its social influencers. Amongst other companies, L’Oréal is leading the way in influencer marketing, taking full advantage of this technic to reach a wider audience. It formed a ‘beauty squad’ made up of influencers from different ethnic backgrounds with strong reputations to promote make-up products. Also, this enabled the brand look more diverse.

 

L'oreal social influencers

What began as individuals with cameras and a lot spare time is now being implemented into marketing strategy for firms.

 

 

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