How Social Media changed what influencer marketing is

Find out more about how influencer marketing has changed due to social media. Read here for more info on influencers.

Open up the social media account you use the most. Whether that be Twitter, Instagram, Tik Tok, or anything else it probably will not take long to see a popular person – an influencer – promoting a product. Social Media has made it easier for companies to implement  influencer marketing and has changed the way we view influencers. 

Influencers aren’t new: 

The idea of influencers is not a new concept.  Influencers are no different than the celebrity endorsements marketing companies and brands have been implementing for decades. Campaigns like Jamie Lee Curtis being the face of activia yogurt in the 2000s, may not be what you first think of when you think of influencers but it is still an example of a popular person using their influence to affect your decision to buy something. Social media did not create influencers, it just changed what an influencer is. 

How Social Media has changed Influencers: 

However, the new social media influencer marketing is much different then the celebrity endorsements of the past. Forbes article “Understanding Influencer Marketing And Why It Is So Effective”, talks about how the influencer can just be someone popular in their “niche community”. Brands can find influencers that have fame and a loyal fan base in specifically what they are trying to promote and can reach the target audience directly and faster. 

It is by far easier to become an influencer now with social media. Anyone with a phone and a social media account can technically  become an influencer. Not to say influencers do not have to work to get their following, but it is much more accessible to become a person of influence than ever before.

How to be a smart Social Media consumer:

With more influencers means more influencer marketing ads and promotions. The Harvard Business Review reported that “More than 75% of brands have a dedicated budget for influencer marketing” as of 2022. With this type of influencer marketing all around us, it is more and more important to be a smart consumer. Social Media might help lead you to a new product, but make sure research of your own is done before clicking add to cart. 

Influencer marketing is here to stay and is only growing due to social media. Therefore, it’s more important than ever to be aware of the marketing tactics companies use and be a smart consumer. Have you ever bought a product because an influencer promoted it? If yes, tell us about the experience in the comments!