By Hannah Arthur
Relevant Content: Influencers Are The New Brands by Deborah Weinswig
Did you know that 92% of consumers will trust the opinions of a social media influencer more than traditional advertising or celebrity endorsements? (MuseFind, 2016).
Influencers, also known as ‘personalities’ are growing more and more popular in major marketing channels and strategies due to their vast followings on social media sites.
Traditional digital advertising channels have a limited effectiveness on their publics due to technologies which allow users to ‘block’ advertisements from appearing on their social media feeds and online. As a result, $255 million is spent on influencer marketing every month (Bloomberg, 2016).
This increasing demand for influencers to represent a brand has resulted in the creation of a series of companies developing platforms through which brands and influencers can connect and develop potential campaigns. As already mentioned, MuseFind is one of these companies. Jennifer Li, CEO of the unique business said the goal of MuseFind is “to help brands re-romance their customers through social media influencers.”
On top of this meshing of brand/influencer advertising, more and more influencers are using their power and status to develop their own brands. This creates the ultimate relationship between brand and influencer as the brand is promoted and defined, for the most part, single-handedly by the influencer who developed it.
Although I personally find influencer endorsements more believable than traditional digital advertisements, there comes a point when you question the authenticity of both the person promoting the brand, and the brand itself. For example, I would be less inclined to ‘believe in’ a product being advertised by a major personality such as Tammy Hembrow or Zoella, than I would in one being promoted by a lesser-known, less-exploited influencer; such as Sarah’sDay or Bella Fiori. The reason for this primarily lies in that they are almost certainly being paid a significantly smaller amount, if anything at all, and their opinions appear more genuine, authentic and realistic as they are ‘speaking’ to a smaller, more specific audience.