The Influencer’s Influence
Living in this modern age, everyone has experienced the effects of influencer marketing. Influencer marketing is a social media marketing strategy in which businesses ask people with a large social media following to promote their products and brands. The use of influencer marketing works to bridge the gap between a large company and the customer. Since customers follow influencers on social media, they feel as though they know the influencer on a deeper and more personal level.
More companies are realizing the power of influencer marketing. This rise in marketing tactics is evident every time we use our phones. As social media users, we are constantly allured and impelled by influencers, often without realizing it. Our favorite TikTok stars are marketing influencers. Every time followers go to check their profile, they are persuaded by their content. Not only do companies rely on influencers for the promotion of their products, but consumers rely on them for entertainment. Influencers are the ones we follow and trust for more than just products; we want to mirror their lifestyles. In a survey conducted by IZEA, social media influencers reach at least 83% of social media users. Of the respondents, 51% have made a purchase after seeing an influencer use it and 61% trust posts from influencers more so than famous TV, film, or sport stars. With this much power over people, influencers set the tone for popular culture. We desire the products that influencers promote because we want to be like them and achieve a similar lifestyle. If society values and marvels at influencers more so than TV or film stars, then they have become a new type of celebrity.
This celebrity status allows influencers to shape and direct popular culture. Their power is not just confined to social media; they have started to find themselves infiltrating the film industry. The fame of TikTok stars, such as Chase Hudson and Charli D’Amelio, inspired a reality TV show called the “Hype House.” Charli D’Amelio first gained her followers on TikTok by posting dancing videos on the app. Her videos went viral and she eventually accumulated enough of a following that Dunkin’ wanted to partner with her to promote their coffee. Dunkin’ named a drink after Damelio and the drink was immediately popular, with all of her adoring fans rushing out to the nearest Dunkin’ to purchase her drink. According to Statsocial, during the month of September, when the drink was campaigned, sales increased 44% With this amount of influence, starring on television shows only increases the effect that influencers have on others. Not only are they watched on social media, but also their lives are further explored on television. In addition to leading new trends and controlling what products consumers should buy, influencers are responsible for our entertainment. What is popular on TV often provides topics of conversation and easy connections between people. It infiltrates our culture and sets examples for how people live their lives.
Influncer’s power often seems limited to the products that we buy and how we fill our free time scrolling on TikTok. However, their power is so much greater than that. How these influencers dress, talk, and live their lives is directly influencing the audience. We find ourselves talking about them, looking up to them, then modeling our lives after them. Influencers, true to their name, are very good at their job as we find ourselves caving to their influence.
Works Cited
“2024 Trust in Influencer Marketing.” IZEA, Mar. 2024, izea.com/resources/insights/2024-trust-in-influencer-marketing/.
Hill, Lydia. “TikTok’s HypeHouse Is Influencer Marketing Goals.” Power Move Marketing, 3 Feb. 2021, powermovemarketing.com/blogs/news/tiktoks-hypehouse-is-influencer-marketing-goals.
StatSocial. “Calculating Charli D’Amelio’s Massive Sales Lift for Dunkin’ - Statsocial Influencer Attribution Use Case.” StatSocial, 18 Oct. 2024, www.statsocial.com/blog/charli-damelio-dunkin-influencer-attribution.
“Impact and Influence: The Effects of Influencer Culture on Society.” IZEA, 2 Apr. 2024, izea.com/resources/impact-and-influence-of-influencer-culture-on-society/.
“What Is Influencer Marketing?” Mckinsey & Company, 10 Apr. 2023, www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing.