March 30, 2020
We all know the word influencer.
It probably conjures images of attractive young people setting weird trends on the internet that, let’s face it, don’t make a lot of sense. But the world of influencers, especially in social media, is more than fun and games. Huge amounts of money can be involved and fortunes get made almost overnight. This is a quick guide to the wild world of internet influencers.
What’s an influencer?
An influencer is technically anyone with the power to affect purchasing decisions. It’s a really broad net that includes old-school movie stars and musicians. But lately it’s used in a more specific way to refer to social media stars.
Social media is relatively new. Platforms started off with content from normal viewers. For instance, the first YouTube video is from 2005, only 19 seconds long, and is about elephants at a zoo (1). Some content hit it big back then and went viral, but there still wasn’t a way of using those 15 minutes of online fame to start a real career.
That started to change. People started following specific content makers, and certain personalities built huge followings. Some YouTube channels started getting more weekly views than television shows!
With those huge followings came the potential to advertise. Soon, social media icons started getting paid to promote products. Brands could get attention from a huge audience in key demographics just from an Instagram post or shoutout during a YouTube video.
Why they matter so much
But there’s more to social media marketing than audience size. What makes social media influencers so powerful is that they feel like someone you know. They give their followers a window into their thoughts, routines, and lives. A suggestion from them feels like advice from a friend.
This isn’t to say that social media influencers accurately present their lives to the world. Plenty of publicity stunts and carefully manicured public images exist online. What matters is that the interactions between influencer and follower feel personal and genuine. And there’s potentially a gold mine to be found in that appearance of authenticity if companies look to you for a recommendation.
Audience size is less important than you might think
Interestingly, this means that having a small audience doesn’t necessarily hamper an influencer’s impact. Having a social media personality who focuses on a highly specific field promoting your product to a few hundred followers can make a big difference. It’s more likely for those potential customers to feel like they’ve had a personal recommendation than they would after viewing a TV ad or even an online ad, thus increasing brand loyalty.
Influencers have become a key building block in any modern marketing strategy. They’re a perfect combination of accessibility and credibility that can hold the attention of a key demographic or get your name on the radar for millions of followers.