As a digital marketing expert, I have seen firsthand the impact that social media influencers have on our lives. These individuals have earned a reputation for their knowledge and experience on a specific topic, and regularly share their insights and opinions on their favorite social media channels. They have amassed a large following of dedicated and engaged individuals who value their perspectives. What many people may not realize is that these social media influencers are essentially their own media brand. Just like a major newspaper has an organized team of influential writers, these influencers have built their own brand and have become valuable assets in certain communities. The rise of social media has made it easier for individuals to become influencers.
Platforms like Instagram, which is primarily used for sharing photos, has become a hub for influencers to showcase their expertise and connect with their audience. This has also led to the rise of influencer marketing, where brands partner with these influencers to promote their products or services. Micro-influencers and bloggers are becoming increasingly popular for brands looking to tap into the power of influencer marketing. These individuals are more cost-effective for growing brands and can provide instant credibility. For example, someone who is passionate about cars and shares their knowledge and experiences on social media can be considered an influencer in the automotive industry.But what makes someone an influencer on social media? Just like any other job, it takes time and effort to build a following and establish oneself as an expert in a particular field.
These influencers are constantly creating quality content that resonates with their audience and keeps them engaged. Brands in industries such as baby products or children's fashion have harnessed the power of these social media influencers, originally known as “blogger mothers”. However, now influencers can be found in almost every industry and on every social media platform. As a digital marketer, I am always researching the latest trends and strategies in social media and influencer marketing. But it never occurred to me to search Google Scholar for studies on platform culture or influential people. However, during a conference on streaming and gaming, I learned from digital anthropologist Crystal Abidin that gamers can also be considered influencers or internet celebrities. In short, an influencer is someone whose opinion is valued in a particular area and has the power to influence others to make purchasing decisions.
This is known as influencer marketing, and it has become a crucial part of many brands' marketing strategies. Social media influencers can also be service providers, such as fitness instructors or entrepreneurs who use social media to promote their work and increase their influence organically over time. As they share their experiences and opinions on various products and services, they can influence their audience's purchasing decisions. But it's not just about promoting products or services. These influencers also have the power to shape our opinions and beliefs. As they stay in hotels, eat at restaurants, and participate in various activities, their opinions can sway our perceptions of these places and experiences. Some influencers may earn a full-time income from sponsored content, while others may only do it part-time.
But regardless of their income, these individuals have become valuable assets for brands looking to reach a wider audience and increase their credibility. So the next time you see someone on social media with a large following and a strong presence in a particular industry, remember that they are more than just an influencer – they are a powerful force in shaping our opinions and influencing our decisions.
