Under the Influence: How Influential are Social Media Influencers?

Marketing and advertising have evolved dramatically over the years. This could be attributed to the remarkable rise of social media which, over the last decade, have grown rapidly in significance. Social media’s diverse and dynamic platforms practically created an entirely digital world for its ardent consumers particularly the millennials. These hybrid digital users regularly socialize, create and consume through a plethora of social media channels which eventually paved the way for the emergence of social media influencers.

Social media influencers or simply, “social influencers,” are individuals who have established a positive reputation for their expertise and ingenuity on a particular subject matter. They regularly create original and creative contents about that subject on their preferred social media outlets (e.g., Instagram, TikTok, Facebook) and consequently generate large internet followings of enthusiastic and highly-engaged individuals who place a high value on their views and insights. Influencer marketing had always been a component of traditional marketing and advertising (i.e., celebrities as brand ambassadors or spokespersons); social influencer marketing, on the other hand, ushered in a new era of modern marketing where the endorsers could practically be anyone with a social media account, credibility, and a decent number of followings who have become quite eminent among their followers for their knowledge about some specialist niche.

These non-celebrity statures of individuals are hailed as expert consumers in the role of consultants for undecided buyers who are looking to make informed purchase decisions. Consumer behavior has been significantly transformed by the overwhelming technological advances brought about by the internet, specifically, social media.

Nowadays, consumers depend more on social media and less on conventional advertisings (e.g. television, radio, and print) when it comes to their purchase decisions as they have become more critical and discerning in terms of their buying behavior. What was once considered in the past as a very effective marketing campaign (i.e. the customary celebrity endorsement), is no longer deemed compelling as many consumers believe that such tactic is not a genuine commendation but merely an upshot of a lucrative endorsement deal. Thus, companies needed to look into other options that could bring them a more powerful, organic, and cost-effective marketing solutions, hence, social influencers.

Traditional marketing and advertising create awareness and brand recognition on a massive scale, however, such a strategy is only the first step within the path to purchase. Social influencer marketing, on the other hand, creates awareness, generates product engagement, and promotes brand loyalty which the traditional marketing fails to achieve. Social influencers integrate products into their lives that consumers seek inspiration from and relate to. They make products or services highly relatable and desirable which ultimately make them key opinion leaders in their own respective niche.

To conclude, social influencers are indeed very effective in marketing and creating brand trust as they are perceived by consumers to be an authentic, trustworthy, adept, relatable, and sincerer source — different from a celebrity, closer to a friend. They thrive on a friendship kind of relationship rather than treating their audience as fans which promote quality engagement and loyalty. These attributes increase consideration and purchase intent—the next stage of the path to purchase.