Introduction
In recent years, the reference to social media influencers has become a popular marketing strategy for many companies. This type of marketing perspective has had a significant impact on the relationships between companies and potential consumers. As a consumer myself, I follow a few influencers and have noticed several aspects of this type of marketing and its impact on my purchasing decisions.
Main Body
One of the noticeable aspects of influencer-based marketing is the authenticity and relatability of the content. Influencers often share personal experiences, specific thoughts, intriguing comments, and opinions about products or services, making their content feel more genuine compared to traditional advertising. They often provide detailed real-life reviews, recommendations, and tutorials, which can be helpful for their followers in making purchasing decisions (Hudders et al., 2021). As a result, this relatability creates a sense of trust between the influencer and their audience, making consumers more likely to consider their recommendations.
In terms of strategies, influencers often collaborate with brands to create sponsored content. This can be in the form of sponsored posts on social media platforms, dedicated blog posts, or videos on YouTube. These collaborations usually involve the influencer using the product or service and promoting it to their followers. By doing so, influencers can leverage their large and engaged audience to reach a wider consumer base.
Influencers also apply rhetoric strategies adapted to social media, making the audience laugh and cry and creating specific visions of advertised products (Whitaker, 2016). In addition to creating sponsored content, bloggers also make money through affiliate marketing, receiving commissions for sales using special links and codes (Vrontis et al., 2021). This strategy not only benefits the influencer financially but also incentivizes them to promote the product or service to their audience. It is a win-win situation for both the influencer and the company, as the influencer earns a commission, and the company gains exposure and potential sales.
In this context, the role of influencers in marketing is significant. They act as ambassadors of brands popularizing products or services they promote. Their opinions and recommendations hold weight with their audience, who often view them as trusted sources of information (Vrontis et al., 2021). As a result, companies’ sales increase. Thus, influencers have the power to shape consumer opinions and buying decisions, making them valuable assets for companies.
From this side, the use of marketing perspective through influencers has a profound impact on the relationship between the company and the consumer. It creates a more personal and interactive experience for individuals choosing specific products, as they can engage with the influencer through comments and direct messages. This two-way communication fosters a sense of community and loyalty, as consumers feel connected to the influencer and the brand they represent.
Furthermore, influencer marketing allows companies to target selected and specific demographic groups. Moreover, bloggers’ activities depend on their dedicated followers whose values align with a certain lifestyle (Hudders et al., 2021). This focused approach guarantees that marketing activities become more productive and cost-efficient, as companies can reach consumers more likely to be interested in their products or services.
Conclusion
In conclusion, the use of marketing perspective through influencers has revolutionized the way companies approach their marketing strategies. It has created a more authentic and relatable experience for consumers while providing opportunities for influencers to monetize their content. It is important to understand that, in the modern world, the role of influencers in marketing is crucial, as they act as brand ambassadors. This type of marketing has transformed the relationship between the company and the consumer, fostering a sense of trust, community, and loyalty.
References
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Whitaker, B. (2016). The influencers. CBS News. Web.
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