Why Influencer Marketing is So Popular

Influencers attract followers to a far greater degree than other social media personalities. Some of these follows reach into the hundreds of millions

02:17 14 January 2023

Influencers attract followers to a far greater degree than other social media personalities. Some of these follows reach into the hundreds of millions. What makes influencers so popular and their marketing so successful? We take a look at this question and answer it below.

Influencers Build Up a Network of Trust

Influencers create regular content for their followers on one or two topics in which they are experts. Thus, the followers get to know what their opinions and likes and dislikes are. Influencers also post numerous pictures showing themselves in various settings so that their followers feel as if they know them personally. This builds up a high degree of trust.

So, when an influencer posts photos of themselves using a particular product, the trust that the fans have towards them, and their personal brand, is carried over to the consumer brand that they are collaborating with.

If you have never followed an influencer, you are probably curious about who they are by now. You can find the top NFT influencer list here.

Targeted Marketing 

Influencers have been interacting with their followers, sometimes for years, reading and liking comments, answering questions, and just getting to know them in general. By the responses they get to the content that they post, they can readily attract certain social media demographics, such as certain age groups. Over time, their content will also become more honed towards their followers.

This familiarity and knowledge about their followers enable influencers to collaborate with similar-minded businesses whose products are likely to appeal to this group. It is a targeted marketing that takes place.

With 38 million social media influencers around the world, there is bound to be an influencer who makes a great partner for a business. Many influencers express their desire for this type of collaboration in their bios and provide contact details so that brand owners can get in touch with them. Influencers are paid well for playing this role.

Negative Consumer Attitudes Toward Ads

By far the majority of consumers either get annoyed with ads or simply scroll right past them. People tend to rather go online and perform a Google search when they are in the market for an item. This is when they are already primed to buy because they need certain products, thus there is no negativity or cognitive dissonance as created by ads. 

However, when a follower sees his/her favorite influencer wearing or using a product, there is a desire to share the experience or mimic the influencer. As a result, followers start to take an interest in the items being demonstrated and are keen to purchase products that they would otherwise have ignored.

The Influencer’s Personality

The influencer’s personality is instrumental in marketing the products they collaborate on. They will display enthusiasm and show the use of items in original ways that are unique to them. Followers look up to their influencers and often mold themselves after these personalities.

Influencer marketing is a stress-free way to market goods that is very effective.