Welcome to Authenticity

Although I have several social media accounts, I don’t really follow influencers online, mostly because I have a busy schedule and only get a chance to scroll briefly. I have never searched for or followed someone because they’re an influencer or because I wanted a product recommendation for something I was considering purchasing. However, that does not mean influencer marketing does not reach me. According to the Interactive Advertising Bureau (IAB, 2021), social media advertising revenue reached $41.5 billion in 2020. This shows just how much companies are willing to invest in reaching consumers through social media.

Marketing ads still show up on my feeds regularly. I run across product reviews, videos, sponsored posts, and paid promotions all the time, but I don’t typically follow the influencer creating the content. What I notice about this type of marketing is that it does not always feel like traditional advertising. Influencers often incorporate products into their regular content, which can make the promotion feel more personal and less like a commercial.

Influencers use all kinds of strategies to get scrollers interested in their products or services. They share their experiences, show how it works, or encourage us to try the product.

Research has found that influencers can affect consumer attitudes and purchasing behavior, demonstrating the important role they can play in a company’s marketing strategy (Ilieva et al., 2024).

What I find most interesting is how influencer marketing combines so well with my friends’ content. When I see influencer marketing, it sometimes feels as if I can trust the recommendation more because a friend may have reposted or shared it. This shows how influencers can serve as a connection between a company and consumers. Instead of a company speaking directly to me through a traditional advertisement, its message may reach me through someone I already know or through content that feels more relatable.

I believe this works well for brands because people may trust a creator’s experience with a product more than they trust a simple advertisement. This is also a good example of how a marketing perspective can impact the relationship between a company and its consumers. When a company works with an influencer who appears authentic and fits its target audience, it can help strengthen that relationship. However, this is also why ethics matter. Even when there is a level of trust, influencers should clearly disclose when they are being paid to promote a product.

Influencer marketing is not a big factor in my own decision to purchase a product, but I understand the need for their role in online marketing. Overall, influencer marketing can be effective because brands can reach their target audience through relationships that already have a level of trust instead of starting from the beginning and trying to build those relationships one consumer at a time.

References

Ilieva, G., Yankova, T., Ruseva, M., Dzhabarova, Y., Klisarova-Belcheva, S., & Bratkov, M. (2024). Social media influencers: Customer attitudes and impact on purchase behaviour. Information, 15(6), 359. https://doi.org/10.3390/info15060359

Interactive Advertising Bureau. (2021, April 7). IAB releases internet advertising revenue report for 2020. Interactive Advertising Bureau