With the emergence of single- or multi-platform influencers on social media, the relationship and the way brands communicate with their audience has changed. Whether by costs or results, traditional advertising and marketing have been giving way to more effective and visible digital formats, with the consumers increasingly relying on those (digital) celebrities, whose lives they follow closely.
Unlike conventional celebrities, nowadays any of us can be an influencer. But beware. Being a content creator isn’t just about collecting followers and likes. It implies, first of all, the creation of a digital footprint based on credibility and engagement. As the article Why every brand should include influencer marketing in their PR strategy advances, “Social media influencers carry a lot of credibility on social media. When you engage them in your PR strategy, they can become your best and most effective brand ambassadors. Having them on your side will also make it easier for you to reach a wider target audience base.”
It’s via social media that content creators raise awareness and engage their followers, inspiring their choices at the time of purchase. Indeed, according to the Digital Marketing Institute, “60% of consumers have been influenced by social media or blogs while shopping at a store” and “49% depend on influencers’ recommendations to determine which products they purchase”.