While scrolling through social media you may have come across various brand ambassadors or influencers advertising/marketing a brand, product, or service. Social Media has taken the power of influence into a whole new level. A quick search on your favorite search engine can help you find the right people who can bring your brand further out into your chosen demographic. Influencer marketing often includes celebs or media stars with a large following to promote their product. Influencer marketing also takes a large chunk of a company’s marketing budget because it is a non-intrusive way to interact with consumers. According to an article post by Creationsforu, “Influencer marketing embraces the concept of delivering content that educates, inspires, and provides solutions. This aligns with the values of social media influencers whose goals are to provide content that is valuable to their audiences, influencers are already in tune with the needs of their audiences and they want to ensure that they create content that attracts users to their channels” (Ruthc – Creationsforu). “What has made influencer marketing unique in the present is how social media communication has leveled the playing field and given anyone and everyone the opportunity to share their voice. Anyone with internet access can share their opinion and content, and if they do it well enough- become an influencer. Anyone with a smartphone can produce high-quality photography that ten years ago could have only come out of a $5,000 camera. The most intriguing people will rise above the rest. These individuals that rise way above the rest in following, engagement and/or content creation are a new breed of social media influencer which has rapidly changed the marketing landscape. These are the individuals that brands are scrambling to work with” (Yodel, Global).
The real question is in 2020 is this form of marketing still relevant? It has been almost a decade since social media sites took over and it has changed the online marketing landscape for the better. No matter what form it takes, influencer marketing remains a relevant and important strategy in building brand recognition and raising sales. It seems that this form is here to stay in 2020 and it will further develop. According to author Folke Engholm “A survey revealed 39% of marketers plan to increase their influencer marketing budget in 2020 and with that, influencer marketing is set to become a $10 million market by 2020. Looking at these statistics, I don’t see the market to be slowing down anytime soon” (Engholm, Folke).
Image via – pinterest.com
My personal opinion of influencer marketing is that it is in fact relevant and it does work. I am a religious Instagram user, I follow a lot of celebs and influencers who produce content creation and have a large following. I have developed this “internet form of trust” with them, meaning – I have followed them for years and have seen what kind of person they promote themselves to be! Of course these influencers are being paid by media companies to become brand ambassadors which is great for both them and the brand in which they promote. I personally see these influencers actually using or wearing the products they are promoting (which makes me want to try it for myself). I would say these marketing companies have gotten this concept down to a science, but what really matters is if they do it well or not.
Engholm, Folke. “What to Expect from Influencer Marketing in 2020.” Medium, Medium, 3 Sept. 2019, medium.com/@folkeviralaccess/what-to-expect-from-influencer-marketing-in-2020-1e93f1cf868f.
Ruthc. “Is Influencer Marketing Still Relevant in 2020?” Creationsforu, 16 Jan. 2020, creationsforu.com/is-influencer-marketing-still-relevant-in-2020/.
Whitaker, Abbi. “Study: Effective Influencer Marketing Requires Authenticity.” PR Daily, 24 July 2019, www.prdaily.com/study-effective-influencer-marketing-requires-authenticity/.
Yodel, Global. “What Is Influencer Marketing?” HuffPost, HuffPost, 7 Dec. 2017, http://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128.