Marketing Perspective: How Digital Media Influencers are Changing the Game

 Social media has changed the way we use the internet, how we communicate with each other, and the way we consume information. This is very evident when I think of how social media influencers have changed the way consumers are marketed to. I think the concept of an influencer is ingenious.

Social media influencers, such as Logan Paul or his brother Jake, encourage a massive number of people to different calls to action. These calls to action can be as benign as casting a vote about a product, to as overt as asking followers to actually purchase a product.

As in the case of Andrew Bachelor, influencers don't even have to mention the name of a brand anymore. Simply wearing a t-shirt or hat with a brand logo can spark viewer interest that can translate to revenue for the sponsor. In addition, influencers are often paid six figures just to feature products or services in their social media posts or digital content.

Influencers play a major role is marketing because they are marketing to their own target audience. Their followers feel a sense of relationship with them. They feel connected, so there is a level of trust and rapport built. When we trust and respect someone, we are more open to their suggestions and recommendations. Influencers have the power to direct emotions. In other words, if influencers are excited and enthusiastic about a new product, then that conveys to the followers and excites them in return.

Marketing perspective impacts the relationship between company and consumer by ensuring the lines of communication are always open. Companies learn the desires of its consumers, while consumers have the opportunity to educate and offer constructive criticism. Conversely, consumers learn more about companies and their products, while businesses have the opportunity to come up with more ways to engage.

Qiana H.

MKT-265

Reference

Data IKU. (2022). Bill Whitaker. The Influencers.https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/