With the rise of online streaming services such as Netflix and Hulu, TV advertising has begun to lose its popularity. Once consumers realized they had some control over their ad experience, cable television took a hit. But if there’s one thing that’s common throughout society today, it’s that our eyes are glued to our phones. Facebook, Twitter, Instagram, Snapchat, YouTube — our screens take turns with each of them. Thus, advertisers turned to social media to reach their audiences.
As a result, our feeds have become bogged down with countless advertisements. Withthe implementation of ad-blockers and paywalls, it’s gotten easier to manage the amount of ads that you see. Influencers open that channel back up and help reach audiences in a new, creative way. Influencers are people on social media sites (predominantly Instagram) who have a large follower base. They can be celebrities, bloggers, athletes, makeup artists, etc. They produce more shareable content and work across multiple social media platforms, which allows brands to work outside of their field and reach new audiences.
While it can be costly to work with celebrities, micro-influencers are much cheaper to work with and have actually been proven to be more effective in some cases. Micro-influencers have an intimate follower base, which tends to make them feel more relatable. Instagram influencers also utilize video in their posts and in Instagram stories, something that has begun surpassing Snapchat stories in popularity. Static imagery is losing its ground and becoming less effective in comparison to influencer posts that add personal touches and testimonies to a product.
People follow these influencers out of admiration or how relatable the content is to their lives. Seeing someone using and talking about the product makes it more personal and draws emotion from the consumers. Brands do have to make sure that their product aligns with the lifestyle and regular content of the influencer, otherwise it will seem inauthentic to followers. Overall, ever since this form of marketing began, it’s been on the rise and it looks like it’ll be around for a while.