The Rise of the Influencers

The rise of influencers refers to the increasing popularity and importance of social media influencers in the world of marketing and advertising. Influencers are individuals who have a large following on social media platforms such as Instagram, YouTube, and TikTok, and who have the ability to influence the purchasing decisions of their followers. 

In recent years, the use of influencers as a marketing strategy has exploded, with brands and businesses partnering with influencers to promote their products or services. Influencer marketing has proven to be an effective way for brands to reach a highly engaged audience, and it has become a multi-billion-dollar industry.

In this featured TED Talk, Vishakha Hoisambre highlights the rise of social media influencers.

The rise of influencers can be attributed to several factors, including the growth of social media platforms, the decline of traditional advertising methods, and the changing habits of consumers. With the increasing use of ad-blockers and the decline of traditional media, brands have had to look for new ways to reach their target audience, and influencers have emerged as a powerful tool in this regard. 

When it came to members of Gen Z wanting to become social media influencers, we saw mind-blowing results from all regions across the USA – the lowest percentage sitting at just over 30% in the Midwest. Those from the West saw the highest percentage of individuals admitting that they would like to become an influencer at some point in their lives, with over 2 in 5. The Northeast follows closely behind with over 38% of Gen Z(Langdon, 2022).

As influencers continue to gain more influence and reach, it is likely that they will become even more important in the world of marketing and advertising. As popularity increases, so do instances of companies partnering with influencers; and our study has found that the majority of Gen Z feel that there is a place for them within this ever-growing, though saturated, industry (Langdon, 2022). However, with increased regulation and transparency requirements, it is important for both influencers and brands to maintain authenticity and transparency in their partnerships to maintain the trust of their audience.

Reference:

Langdon, S. (2022, October 27). Gen Z and The Rise of Influencer Culture (Research Study). HigherVisibility. https://www.highervisibility.com/ppc/learn/gen-z-and-the-rise-of-influencer-culture/