The Decade of Influencer Marketing

The Decade of INFLUENCER MARKETING

BY MALITHA FERNANDES

It wasn’t too long ago that I would wake up in the morning and the first thing I would do was brush my teeth. Now, the first thing I do is check my phone, browse through my social media then brush my teeth before I carry on with my day. While there’s lots of speculation around social media being a boon or a curse, I believe social media has taken over our lives and has caused a drastic shift in our consumption. Although one might think they are just casually scrolling through social media, in reality they are unconsciously being targeted by one endorsement scheme or the other. And to add to it, what makes it incredibly hard to resist these endorsements is the fact that they look very appealing, almost as if they've been tailor-made to suit your lifestyle.

When you come to think of it, endorsement isn’t all that new at all. From radio networks to satellite television, marketers have long found effective ways to communicate brand messages to consumers. Whether we see them on the billboards while we are driving down to work, or hear them while tuned in to our favourite pop music station, we are constantly surrounded by advertisements and brands that are trying to catch our attention. In recent times, however, we have seen marketers make a big shift from traditional media to digital platforms such as Instagram, Twitter and Youtube. Netflix has taken over television, Spotify has taken over the music and podcasting realm, while social media has become a very prominent part of our daily lives. Not only has social media exploded, but there has also been a huge shift in the way users view the purpose of social media platforms.

Recent statistics show that the number of social media users in the UK is about 45million ( approximately 67% of the total population),. out of which 77% actively engage by posting, sharing, liking and commenting on posts. Just think about it, can you remember the last time you went a day without checking one of your social media accounts? Unless you've recently been on a social media detox, I'm willing to bet that the answer is a resounding 'no'.

In recent years, the abundance of active users across various social media platforms has given rise to influencers - ‘regular people’ who have become online celebrities by creating content for social

popular. media, which has subsequently led to increasing demand for a new marketing strategy known as influencer marketing. In the present day scenario, where the average consumer spends very little time on traditional media (let alone sits through an entire advertisement), this 'non-intrusive' and 'noncommercial' approach known as influencer marketing has become extremely

So why exactly are mainstream brands so eager to harness the power of the influencer? One thing brands have found fascinating is that influencers are not only effective in getting their brands' messages across, but also in starting and popularising new trends. Research has shown that 92% of people

trust endorsements by online influencers over those that come from traditional celebrities. Consumers will often view the opinions and endorsements of an influencer the same way they would view that of a friend of relative, as they perceive them to be more accessible. Consumers feel less 'targeted' when products show up on their Instagram feed, for example, and are generally more open to finding out more about them.

Numerous studies have shown that influencer marketing increases brand awareness and purchase intention, which in turn helps to boost sales. The proof is in the pudding. Influencer-created content has led to great returns on investment for many companies. With the ability to reach potential consumers within a short period of time and at a reasonable price, the strategic importance and power of influencer marketing cannot be ignored. Nike, Daniel Wellington, Adidas, Asos, Shein and Zara are just a few of the major brands that are absolutely nailing it in the influencer marketing department.

So while social media platforms maycome and go, social media influencers, and thus influencer marketing, is definitely here to stay. This is good news for brands who know how to seize the moment, as well as for influencers who are keen to get even more creative with their content in preparation for whatever digital phase this new decade may bring.