Why Consumers Trust Influencers

November 14, 2018

 

  

In a digitized world as now, the term ‘Influencer’ is commonly used throughout the social media. Now, what exactly is an Influencer? Why does everyone keep throwing the term around? And more importantly, why does almost every millennial want to be a social media Influencer?

 

What is an Influencer?

 

Influencer is a term used to identify trusted and experienced individuals within a niche community and retains a loyal following of people who share the same interests. If an Influencer is highly trusted, they have the power to influence the decisions of their followers. Consumers nowadays look at reviews and endorsements rather than blindly buying a product or service. Consumers in general are selective in what and how much they spend on a product or service. With the existence of Influencers, it somewhat makes it easier for consumers to decide whether or not to buy a certain product or service. This resulted in another term created specifically for this use, Influencer Marketing.

 

 

What is Influencer Marketing?

 

Influencer Marketing is when a brand engages an Influencer with their products or services to promote to their followers aka their consumers or target markets. Before a brand engages the Influencer with their product or service, they will usually determine the category of the Influencer. There are Influencers in various categories, such as beauty, fitness, tech, and even crafts. Engaging with the right Influencer for the nature of said brand will have a profound feedback from their target market. This will be beneficial to both the brand and the Influencer, in terms of publicity and reach.

 

 

 

 

Image source: PinkRoma

 

 

Now, onto the real question at hand; how do Influencers influence the consumer?

 

1. Regularity

 

Followers are typically affected either consciously or subconsciously by online posts. Regular postings of a brand the Influencer engaged with might result in an interest pike of certain followers. This results in the followers buying the product or service. This phenomenon is called subconscious marketing. It is psychological and should you want to know about it more, you can find it here.

 

2. Relatability

 

Relatability is another psychological factor that affects consumers. As is common knowledge, whatever the trend is now, everyone wants to jump on the bandwagon for. It doesn’t matter how long it takes them to get there, if everyone is doing it, they want to too. So, postings by Influencers affect their followers positively in which they can relate to the Influencers and therefore trigger them into doing the same thing. For example, a fitness Influencer posted about how common shoes are not light enough to be used for running. She then talks about a brand of shoe that is light and perfect for running. Her followers who relate to that problem will be attracted to buy the shoe from mentioned brand, and all because they can relate.

 

 

3. New media

 

Let’s take a trip down memory lane. Back then, before everything was digitized, we had old media. It has now been divided into old media (print publications, television ads) and new media (the Internet). If we were to look at things logically, the latter obviously works better. New media is literally at the tip of your fingertips while old media has to be acquired from somewhere, i.e. a store. Convenience-wise, why would people buy magazines if they can just read it online from their phone? Also, on the Internet, the possibilities of bumping into an advertisement is abnormally high. There is no website or application that has no advertisement. As opposed to printed ads, wherein you can only see the ads on where they were printed.

 

 

Consumers are influenced by people they trust. Therefore, this can give brands the upper hand in getting the word out about their products or services. Because of this, Influencer Marketing’s success rate has been rapidly growing. With it, agencies, such as Gushcloud, offer services to connect audiences and brands through Influencers and content creators. If you are a brand, research about Influencer Marketing before you jump headfirst into it. The world is constantly developing at a fast pace and if you can’t catch up, you might just fall behind.

 

 

Reference:

 

1. Connolly, B. (2017). Why Consumers Follow, Listen To and Trust Influencers

2. Fastenau, J. (2018). Under the Influence: The Power of Social Media Influencers

3. Weerd, J. d. (2017). How to trigger consumer behavior with subconscious marketing

 

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