Today’s digital world has become increasingly driven by social media applications. A few minutes of scrolling through one’s social media will be filled with a social media influencer promoting a brand product or service. While the presence of these influencers and their marketing strategies has drawn enough flak and trolling, there’s no denying that the positive effects of social media influencers are way bigger and better than the criticism they get.
Social Media influencers have emerged as new-age realities and are currently considered the most effective marketing strategy for several businesses and brands- both domestic and international.
Over the recent years, we have witnessed increased digitalization and a significant spike in the number of social media users across the globe. This has been the driving force for the enormous growth of the number of social media influencers.
Have social media influencers been a boon to brands and business entities across the globe? Records give a positive answer to this important question.
Consider this, Dr. Kirti Sharma, an Assistant Professor for Marketing, has been quoted saying, “Influencer Marketing is the fastest growing method for online customer acquisition. It has seen a tremendous spike of 31%, compared to other traditional forms of marketing.” Yes. Social Media influencers are affecting the buying choices of consumers and are also re-inventing the brands selling their products and offerings.
A common question that is posed concerning this development is whether there are any considerable positive effects of social media influencers. It is true that film and sports personalities and celebrities have dominated the marketing sphere and have influenced the buying choices of the audience for several decades.
However, a deeper look at the statistics involving social media influencers proves that, at present, it’s they who are bringing in more positive results and thus have become the face of many global and regional brands.
A study executed by Collective Bias observes that only 3% of today’s consumers choose celebrity-endorsed products, while 30% swing towards products recommended by a non-celebrity influencer. Why have social media influencers become the priority of both customers and brands?
The most crucial advantage that influencers have is the personal connection they share with their followers. They consistently post about their lives, families, and interests. That is what makes them seem relatable and regular people- unlike celebrities. In addition, the wide array of positive effects of social media influencers is appealing to both customers and brands. Keep reading to know what they are.
Social media influencers are experts and share precise knowledge
Unlike celebrities, social media influencers DO NOT influence people solely merely through the image and popularity they have.
A famous personality or celebrity does not have to be a fashion expert to promote a fashion brand, or a health and fitness expert to promote the offerings of the healthcare industry.
But consider what social media influencers bring to the table. Most of them have built their entire follower base and image on a specific niche. They provide accurate and expert insights about the offerings of their niche- be it fashion, fitness, skincare, or finance.
Hence, the audience trusts them more and relies on them for 100% genuine and precise recommendations. Social media influencers have immense expertise and hence are the perfect choice for brands that wish to build and drive their brand affinity among the target audience.
Social Media Influencers Engage and Interact Better with Audiences
Social Media influencers can be seen, heard, and also be interacted with. Influencer communication is a two-way channel which positively contributes to the engagement of the target audience. Influencers consistently and regularly communicate and converse with their followers.
They answer queries posed by audiences and sometimes provide detailed information and resources for points of interest within their community. Hence, among the many positive effects of social media influencers, how they converse and discuss a brand rather than being just mere spectators of promotional content is the key to why their audiences are more engaged.
This particular positive effect has been a major reason why brands prefer influencers for marketing their products.
Influencers are also the Creators
Consider this. A social media influencer is not only the ‘face’ of the brand. Several social media influencers handle the script, production, and distribution of a promotional campaign or sponsored content. Influencers are not just “messengers” delivering the message of the brand.
Among the positive effects of social media influencers, their ability to create content is the most appealing one. Many social media influencers write their script, edit content all by themselves, and also produce it on their own. This enhances the authenticity factor of the promotional message that they are delivering for the brand. Hence, social media influencers add to the credibility of the brand among the target audiences.
Social Media Influencers are an affordable means of marketing
It’s common knowledge that celebrity collaborations and partnerships are pretty expensive and will burn a hole in the pocket of the brand’s marketing division.
On the other hand, Influencers provide businesses with better deals, cost-effective solutions, and affordable rates. In addition, micro-influencers, who have the highest engagement metrics, are a very economical choice for startups, small businesses, and emerging brands. Social media influencers are spread across all sectors and are easily accessible.
Influencers Are Positive Role Models
Social media influencers aren’t there to only influence buying choices or to simply cater to the interests of businesses and commercial endeavours. Several influencers have set positive role models for consumers to follow.
They can bring a positive in people’s thinking or general behaviour. How? Consider the plethora of social media influencers who talk about body positivity, self-improvement, mental health, and queer expression. Or those influencers who share their knowledge about sustainable living and an eco-friendly lifestyle and encourage their followers to adopt the same.
Since social media influencers are more relatable and accessible than traditional celebrities, they can influence people for the greater good and instill feelings of self-esteem among their followers. While it is true that influencers are robust marketing tools, it is also worth considering the positive effects of social media influencers that can inspire people.
Are Social Media Influencers Influencers The Right Choice For Modern Businesses?
Yes. Social Media Influencers are the best choice for brands. Why is that so? A study by MuseFind suggests that 92% of consumers trust an influencer more than a traditional celebrity promotion. The audience trusts the expertise of influencers, and they turn to them for recommendations and suggestions.
Most importantly, influencers provide insight into their personal lives, consistently interact with their followers, and are readily accessible to the audience compared to their celebrity counterparts- all of which enhance the relationship and trust of their audiences. Hence, people are more likely to buy their recommendations.
Social Media Influencers are a boon for small businesses and startups who cannot spend a fortune on celebrities. Rahul Agarwal, the CEO of the skincare brand Organic Harvest was quoted saying, “Our Brand has come a long way in 6 years without any celebrity face.” Several other brands and businesses from various sectors share the same opinion. Influencers are an economical option, who are generating increased sales, conversions, ROI, and revenue for several brands.
Also, regular audiences connect well with influencers because they can relate to them on a personal level. Influencers connect with the emotional chords of the consumers, and that is what gives an extra edge to the positive effects of social media influencers. Brands create life-like stories and promote them through influencers. Because of the personal appeal that these individuals have among the target audience, the stories sell well. Trust, cost, and flexibility are the three major factors that add to the positive effects of social media influencers.
The Positive Effects of Social Media Influencers- On Brands
Yes. Social Media Influencers are the best choice for brands. Why is that so? A study by MuseFind suggests that 92% of consumers trust an influencer more than a traditional celebrity promotion. The audience trusts the expertise of influencers, and they turn to them for recommendations and suggestions.
Most importantly, influencers provide insight into their personal lives, consistently interact with their followers, and are readily accessible to the audience compared to their celebrity counterparts- all of which enhance the relationship and trust of their audiences. Hence, people are more likely to buy their recommendations.
Social Media Influencers are a boon for small businesses and startups who cannot spend a fortune on celebrities. Rahul Agarwal, the CEO of the skincare brand Organic Harvest was quoted saying, “Our Brand has come a long way in 6 years without any celebrity face.” Several other brands and businesses from various sectors share the same opinion. Influencers are an economical option, who are generating increased sales, conversions, ROI, and revenue for several brands.
Also, regular audiences connect well with influencers because they can relate to them on a personal level. Influencers connect with the emotional chords of the consumers, and that is what gives an extra edge to the positive effects of social media influencers. Brands create life-like stories and promote them through influencers. Because of the personal appeal that these individuals have among the target audience, the stories sell well. Trust, cost, and flexibility are the three major factors that add to the positive effects of social media influencers.
The Positive Effects of Social Media Influencers- On Brands
More Credibility And Trust– Studies indicate that 40% of consumers purchased in response to an influencer tweet. Influencers have a more loyal following than celebrities which brands can leverage to build their affinity.
Quicker Customer Acquisition– Influencers have a specific niche and hence, finding the target audience is easy for brands. Influencer Marketing Hub says that 28% of marketers believe that influencers are the quickest means to acquire customers- a significant outcome that celebrities cannot provide.
Decreased Marketing Expenditure– A study conducted by Bloglovin says that several micro-influencers charge less than 500$ for a sponsored post. Influencers are economical, and brands can get rock-solid outcomes without having to spend a fortune.
Conclusion
Regardless of the size of a brand or a business, anyone can access influencer marketing for growth, enhanced engagement, and increased sales. Social Media Influencers help brands to build long-term relationships with consumers and can thus help them to acquire significant professional growth. They also create a positive environment on social media platforms, inspiring and encouraging people from across the globe. Brands can always leverage the following that influencers have to increasingly engage their target audience and generate conversions.