Why I think Influencer Marketing Works

Over the past few years, we have seen an increase in influencers, and influencer marketing has increased. Being an influencer is now the popular thing to do, and the industry has evolved and is becoming more saturated. Influencers are something that I have a strong love and hate relationship with for personal reasons, but I can see why it works from a marketing and business standpoint. Before influencers, there were celebrities. These were the people you would see on runways, actresses, musicians all living this fantasy life that one could only dream of. At the same time, many advertisements thrived on this idea of a dream life. You want this product because you dream about walking along the shores of Hawaii. This soft luxurious towel will create that experience. Fantasy and escapism were what fueled consumers. We all wanted to live like a celebrity. We cared more about Beyonce and Tom Hanks because they were not the everyday person. We also would only get a glimpse of their life from the news, a magazine, or an interview. We were not looking at what they were doing on a day to day basis.      Influencer marketing from a non-celebrity standpoint was first introduced with bloggers. A time still before social media, where the everyday person was making a statement. People began to read voices and opinions from people who are just like them. Bloggers still tried to play the role of creating a luxurious fantasy with consumers. You could not hear or see them; you were only reading their words. Though blogging played a huge role in increasing influencer marketing, I think what has really taken influencer marketing to the next level is social media.      Social media has made it possible to see and know anything that is happening, not only from the people around us but also from what is happening worldwide. We know where everyone is and what everyone is doing. We are consumed so much with information that we know the good, bad and ugly. We do not really live in a fantasy world where we can only imagine a luxurious life. We can see it. We can also see the hurt and despair in the world. This has caused a shift in consumer’s mindset from a dream life to reality and authenticity, which is why I think that influencer marketing is so successful.     As I have stated, before influencers,  celebrities were not viewed as just like everyone else. An influencer is just like everyone else. These are common, ordinary people with a media presence. These are people that consumers view as friends, just like them, that talk about their lives. Something that a celebrity would not dare to do. In a consumer’s head, they feel more real and more relatable. There is a certain level of trust from an influencer so that when they talk about something that they love, a consumer will believe it more because this is an everyday person.      I follow a handful of influencers, and over the past few months, I was analyzing why I follow them and what it is about them that I am gravitating towards. I have noticed the most because it is the sense of everyday reality that I gravitate towards. I also gravitate towards the sense of knowledge, connection, and authenticity that influencers show. There is this podcast that I listen to, “The Skinny Confidential,” where each week they interview a professional in the wellness field. Every time I listen to an episode, I feel like I learn something. One week they interviewed the creator of a probiotic company and talked about the importance of taking a probiotic each day. I am not joking when the second the episode ended. I called everyone I knew and asked if they were taking a probiotic and why they should be. They also had an episode with a doctor and a humidifier company’s marketing strategist where they talked about a humidifier’s benefits. The next week I got a humidifier. Influencers do a great job at using everyday experiences and professional knowledge to sell a product. There are other influencers that I follow because I feel connected to them. One is a lady who has a podcast and opens up about her personality. Every time she talks about her personality and why she is the way she is, I think, yup, that is me. I get it, girl. This other lady grew up taking photos and used to be a photographer and dancer, which I did as well. I love her vibrant energy, and we have very similar interests, so I follow her because if we knew each other, we would be great friends. This last influencer I notice that I follow because she makes luxurious experiences feel attainable and every day. She is the first to find a new product that has never been discussed and is so good at explaining how products have helped her life. I see this idea of a sense of reality play a role when it comes to fashion influencers. For example, I saw a fashion influencer wear a sweatsuit set, white sneakers, hair in a messy bun, gold jewelry, and a Prada bag. I remember seeing an outfit like this thinking; this is so cute. I want to recreate this outfit. Then I took a step back and was like, wait, Alyssa, you can not afford a Prada bag. I still want to copy the outfit because she is not wearing all Prada, just as an accessory. She is wearing a simple everyday outfit that I can find everywhere. So in my brain, this outfit is attainable. Lastly, I follow many influencers who are knowledgeable about what is happening globally and work hard to make a difference. I love influencers who are not afraid to talk about real-life struggles within themselves but with world issues.      There is also a wide range of influencers that specialize in different things. I look to different influencers for specific things, one for wellness, one for creative inspiration, and others for fashion and beauty. Each influencer has a niche that makes them different from one another. I think influencer marketing works for a few reasons. Influencers all have their very own niche; a marketing professional can find someone that can speak directly to the audience that they want. Influencers have a deep connection to their audience through their authenticity and willingness to use their voice. Influencers have a sense of realism and attainability to their consumers. There is also a crowded industry with an influx of influencers. There is a bigger pool to choose from. It is a successful tactic and creates better results that may be more effective than other strategies. However, I have a love and hate relationship with it. I understand and see why it works.