Why do companies venture with influencers to promote their products?

Social media influencers are the new stars in online digital advertising. They are most likely known as the modern trendsetters and they are undeniably looked up to by the tremendously growing amount of consumers in various industries over the world. They use their online reputation to advertise products by sharing their opinions and experiences.

Scrolling has been a big part of our daily lives. According to Morning Consult’s latest study, nearly 72% of all Generation Z and millennials follow influencers on social media. With this figure, there is a large possibility to reach a tremendous amount of audience to tell a story about a particular brand or product. Thus, may result to have a great impact on the consumers' behavior or buying preferences.

Photo by Erik Lucatero on Unsplash

Here are the top 3 strengths of influencers:

1. Relevance

A brand’s message today doesn’t necessarily mean to come directly from the brand itself. It is sometimes more effective to connect with the audience if they are witnessing real-life experiences spiced up with honest opinions. There are instances that consumers tend to believe more about a product if they could see a living proof of success. Influencers gives more value to a product when they release relevant opinions on it. Let’s just assume that a popular Instagram influencer broadcasted a positive review about a skincare product, her personal opinion may trigger the audience to get along with his/her buying preference.

Source: Giphy

2. Authenticity

Transparency connects people in a more relatable manner, it makes them feel that you are welcoming them into your life. This will lead to a more intimate connection with the target audience and intensify the trust that they have on people they looked up for. It is more reliable for consumers to see personal experience tied to a product’s integrity. Thus, delivering a brand message in this tone of voice would sound more authentic rather than hearing it from a brand ambassador which was obviously paid by the companies. Just show the real you and consumers will trust you.

Source: Giphy

3. Hard work

The social media pages and channels of influencers look very sophisticated that it doesn’t seem that they are having any challenge on every post they publish. However, every single content they post was a product of hard work in production. They’re paid a lot, but they have worked for it definitely.

Photo by Prateek Katyal on Unsplash