The Real Influence of Social Media Influencers

January 25, 2024 BY Sophie Lester - Get free updates of new posts HERE

In the ever-evolving digital world, social media has become a crucial part of our daily routines. Social media influencers have become more powerful when it comes to moulding how consumers react to certain launches or products, different trends and brand perceptions. Whether it’s fashion related or along the lines of new technology, influencers hold a significant influence over their followers. In this blog we will look into social media influencers and explore how much influence they really have.

How Social Media Influencers Have Grown:

Social media platforms over the past few years have developed massively, they now provide individuals with opportunities to create a large following based on the content they post. Over time, these creators have become a crucial part in the digital world and how brands can market their products effectively. Their campaign success is often measured in followers, likes and engagement. Brands are quick to recognise the potential of exploring partnerships with these specific digital accounts.

Building Trust Online:

One reason that social media influencers have so much influence is how they gain trust with their followers. Influencers who can share genuine experiences, opinions and recommendations then create a personal connection with their audience. This trust is a valuable asset that will have a great effect on what their followers decide to go ahead and purchase.

Authenticity and Aspiration:

Influencers have created a fine line between relatability and the aspirational content of which they post. Although influencers want to build a level of trust with their followers, their aspirational content creates a desire from the followers to live up to their lifestyle or have a want for products or experiences which influencers showcase.

Measuring the Impact of their Campaigns:

Companies are able to measure the impact that their chosen influencers have had on their business. Brands mostly use engagement metrics such as likes, shares, comments and click-through rates to assess how effective the collaboration has been to spread the word of their company. As well as this, companies will track sales resulting from an influencer campaign which provides solid evidence on how their followers react to their posts or this specific product in this case.

Risks and Challenges:

Whilst influencers can have a positive impact on their followers, it’s not unheard of for influencers to receive backlash for promoting a certain product or something they have never even used but are just promoting for the money. Due to a lot of cancelled partnerships and potentially damaged reputations, influencers have to remain mindful of what content they decide to post and who they sign deals with.

The Evolving Landscape:

As social media platforms continue to evolve, so does the world of influencers. New platforms such as TikTok are changing the way that influencers communicate with their audience and with the likes of TikTok Shop, it’s now easier than ever to promote items to take a commission on. Influencers have to adapt to change and stay ahead of trends to maintain their relevance online.

Overall, social media influencers without a doubt have a large influence on consumer behaviour and how brands are perceived. How they build trust and offer genuine recommendations is a valuable asset for brands looking to reach a digital audience. However, I think the true amount of influence ultimately depends on the audience and how much of a connection that influencer has built with their following. As influencers continue to develop the online narrative, their influence remains a force to be reckoned with.

Written by Sophie Lester