The exponential growth in the usage of social and digital media has led to the rise of a new type of celebrity called “The Influencer”
Influencers create content purposely for social media and are noted for a certain type of content.
They create content in a wide range of areas
Art etc. are examples of areas Influencer create content in and build a massive following in the process.
Within these broad areas, there are Influencers who specialize in subcategories of various topics. For example, there are fashion and lifestyle influencers who focus on street wear, tech wear, high fashion etc.
Likewise there are food influencers who specialize in Steak, African dishes, baked items, pastries etc. and different types of dishes
These creators are valuable to brands because they serve a specific type of audience and brands want to reach these type of audiences. Hence they reach out to Influencers to help them in selling their products for a fee. The goal for brands who reach out to Influencers is to convert a part of the Influencers followers into customers of their brand.
For example a vegetable oil brand partnering with a food influencer
Athletic wear or Vitamin Company partnering with a fitness influencer
This is basically the essence of Influencer Marketing.
Influencer Marketing also works for brand affiliation and partnerships. Companies scout social networks and spot specific content creator on social media who they believe they can associate their brand with.
This is good for brand perception as people will begin to associate certain brands to a particular aesthetic.
In the hyper active and “always on the move” world we happen to find ourselves in, consumers are weary of explicit advertising and the forceful nature of internet promotions hence using influencers is a fresh approach that brands can deploy to target new audiences.
On the other hand, social media presents an opportunity for anyone to be an influencer. Creating content that attracts a specific audience is the first step.
The future of brand and product influencing looks bright as social media continues to grow.