In today’s society, it’s all about who you know, not what you know. And it is this which gives social media ‘influencers’ their power, whether they deserve it or not.
There’s no real requirements to being a ‘social media influencer’ but they all have one thing in common; they love to tell you that they are. But while they can generate a lot of criticism, there’s no use in denying that they have power, even if it is only in the social media world.
One of the major impacts that influencers have had on media is a change in the way that brands use media to advertise their product or service. A post made by an influencer on the platform of their choosing is highly likely to generate a lot more traffic towards a brand than an advertising slot in a legacy media channel. Because of this, brands also have the ability to analyse the success of their advertisements through an influencer in a way that just isn’t possible with legacy media.
Whether this change is for the better or worse isn’t exactly clear, but one thing’s for certain; social media influencers aren’t going anywhere.
Catch ya on the flip side,