What is Influencer - Definition
An influencer - in the world of marketing and advertising, is a person who has a significant following on social media and who wields power to influence the opinions and purchasing decisions of that following. Influencers have become a central part of social media platforms such as Instagram, YouTube, and TikTok, and their influence on larger audiences is only expected to grow in the coming years.
It is a person who has a large following on social media and who wields power to influence the opinions and purchasing decisions of that following. Influencer marketing has a long history, dating back to the early 20th century, but has evolved significantly with the growth of social media. While the industry faces challenges, it is expected to continue to grow in the coming years as brands seek new ways to use social platforms to reach their target audience and engage with consumers.
While the term "influencer" may be relatively new, the concept of using celebrity and other influencers as to promote products and services is not. In the early 20th century, companies began using famous movie stars to promote their products, and this trend of celebrity influencers continued as the popularity of television grew in the 1950s and 1960s. Sports stars also became important brand influencers, particularly in the 1970s and 1980s, thanks to the advent of sports marketing.
Social media influencers
The rise of social media in the early 2000s led to a new breed of "social media influencer", one who was not necessarily famous in the traditional sense but who had a large and engaged following online. Bloggers were some of the earliest influencers with social media posts, followed by those who gained popularity on platforms such as Twitter and YouTube.
Instagram's launch in 2010 was a pivotal moment in the history of influencer marketing, as the platform quickly gained popularity among millennials and Gen Z audience members. Instagram's visual nature was perfectly suited to creating content influencer campaign, showcasing products and experiences, and it wasn't long before many brands began partnering with influencers to further brand visibility and promote their products to Instagram's growing user base.
Successful influencer marketing campaigns.
Today, influencer campaigns are ubiquitous on social media platforms, promoting everything from fashion and beauty products to food and travel experiences. In some cases, influencers have even become brands in their own right, launching their own product lines and building their huge audiences of social media users and empires around their personal brands.
Mega influencers (with over one million followers) marketing is a rapidly growing industry, with brands expected to spend as much as $15 billion on influencer marketing campaign by 2023. However, as the industry has grown, it has also faced challenges, including concerns about transparency and authenticity, brand loyalty, brand image, as well as issues related to fake followers and engagement.