Social Media and Influencers

The world we live in now is now accessed by the digital penetration in every aspect of life. It raised fascinating breed of individuals known as internet influencers. These captivating figures possess the uncanny ability to change perceptions, catalyse trends, and reshape consumer behaviour on an unparalleled scale and that too by simply using their smartphones. Their work has shown remarkable effectiveness in shaping modern-day opinions, transformative impact on diverse industries and political landscape, while garnering overwhelming success for themselves.

The Internet Influencer

These individuals have harnessed the power of online platforms, from social media and video-sharing sites to blogs and podcasts, to amass loyal followings. For example, take the case of Zoella (Zoe Sugg), a beauty and lifestyle influencer who started as a fashion and beauty blogger and amassed millions of followers across her platforms. With content ranging from makeup tutorials and life anecdotes to gaming escapades and motivational monologues, their secret ingredient lies in the unique ability to resonate personally with their audience, bridging the gap that traditional advertising often fails to traverse.

Content and Creators: How they work?

Relatability: Internet influencers are lauded for their authenticity and relatability, qualities that make them stand out in a world dominated by polished images. For instance, PewDiePie (Felix Kjellberg), a gaming influencer, has achieved a massive following due to his unfiltered and genuine reactions during gameplay. Their willingness to candidly share personal stories, challenges, and triumphs fosters an authentic connection, leading to heightened engagement and unwavering loyalty.
Niche Navigators: Many influencers carve out niches for themselves, positioning as knowledgeable experts in specific domains. This niche expertise not only lends credibility to their recommendations but also transforms them into go-to sources for guidance across topics spanning fitness, fashion, technology, and more. Kayla Itsines and Adriene Mishler of Yoga With Adriene , a fitness influencers, gained fame through her comprehensive fitness guides and motivational content, positioning themselves as a trusted expert in the fitness industry.
Engagement Alchemy: Unlike conventional media, internet influencers craft a two-way communication bridge with their followers. Through prompt responses to comments, engaging live sessions, and active participation in online conversations, they cultivate a sense of community that enmeshes followers within their content creation journey. Many creators streams or go live to interacts directly with their followers through tutorials and Q&A sessions, fostering a strong sense of community among their audience.
Purchasing Potency: Research underscores the substantial influence influencers wield over consumer spending habits. A significant number of consumers seek influencer opinions and product reviews before making purchase decisions. For instance, the partnership between Kylie Jenner and her cosmetics brand with influencer endorsements demonstrates how influencers can impact product sales through their personal endorsements.
Culture Catalysts and Change Champions: Influencers are not limited to mere product endorsements. They have a pivotal role in shaping cultural trends and advocating societal transformations. Greta Thunberg, a climate change activist, has leveraged her social media presence to become a global voice for environmental awareness.

Impact on Industries:

Fashion and Beauty:

Brands are now endorsing these influencers by sponsoring their posts, and even creating entire lines of products around their image. This trend is also shaping the way beauty products are being developed and marketed. These trendsetters redefine beauty standards and spotlight diverse body types. Recently, global market saw a hike in exports of Korean cosmetics. In a short period, K-beauty has successfully attracted worldwide attention.

Gaming and Entertainment:

Dive into the world of gaming and entertainment, where influencers have achieved bona fide celebrity status. The popularity of internet streaming services like YouTube and Twitch has opened up access to gaming material to a larger audience. In the past, gaming was sometimes connected to the requirement to possess pricey equipment in order to keep up with new releases. However, the introduction of streaming services closed this gap by enabling users to access game material without expensive gaming equipment. As a result, more people are able to discover different games and participate in gaming culture. Ninja (Tyler Blevins), a gaming influencer, garnered international recognition for his live streaming of popular games like Fortnite.

Health and Wellness:

During COVID times when the world was locked inside their homes, fitness videos helped millions to maintain fitness. Their exercise routines, dietary regimes, and wellness sagas resonate with individuals on transformative fitness odysseys. Influencers like Joe Wicks, known as The Body Coach, gained popularity for his accessible and engaging fitness content.

Travel and Lifestyle Escapade:

Murad Osmann and Nataly Zakharova, known for their “Follow Me To” series on Instagram, showcase their global travels through stunning photographs that inspire wanderlust. Stunning imageries and videos of travel destinations from remote and less frequented secluded spots in heart of jungles or beaches, has not only ignited wanderlust but also introduced those places to the world. Which caused boom in travel industry in these lesser known places resulting in boom in business for locals.

Social Issues:

Some employ their platforms to spotlight societal concerns such as climate change, mental health, and equality. Jameela Jamil, beyond her work in body positivity, also advocates for mental health awareness. This demonstrates how influencers can use their influence to drive conversations around important issues.

Ingredients of Influencer Success

Content Creation: The magic of influencers stems from their consistent creation of top-tier content that captivates. This involves a blend of creativity, storytelling, and aesthetic craftsmanship. Casey Neistat, a vlogger and filmmaker, is known for his visually captivating storytelling that keeps viewers engaged.
Authenticity: To retain their credibility, influencers uphold authenticity and transparency. They candidly disclose sponsored content, admit failures, and showcase vulnerability – these ingredients build the bedrock of trust with their followers. Liza Koshy, a YouTube personality, is known for her humorous and authentic approach that endears her to her audience.
Engagement: Influencers weave a tapestry of engagement by responding to comments, partaking in dialogues, and hosting interactive sessions. This virtuous cycle sustains the sense of community and keeps their audience spellbound. Mr. Beast, a content creator, consistently engages with his audience through giveaways, interactive challenges, and behind-the-scenes glimpses of his life.
Innovation: The digital landscape evolves ceaselessly, and the most effective influencers remain in tune with new platforms, trends, and technologies. Their embrace of innovation and experimentation with diverse content formats maintain their spell over the audience. Zach King, a digital magician, utilizes creative video editing techniques to produce captivating and shareable content.
Branding: Influencers skilfully craft personal brands aligned with their values, interests, and expertise. This distinctive branding sets them apart and fosters a loyal following amidst the saturation of digital personalities. Tim Ferriss, an author and podcast host, has built a personal brand around productivity, self-improvement, and lifestyle design.

Negative Aspects

Following the epidemic, the usage of influencer marketing strategies have significantly increased in India. SEBI’s action now draws attention to their function in stock markets, where they frequently offer advice on financial management without having any formal training.

Two YouTube channels have come under fire from India’s financial markets regulator Securities and Exchange Board of India (SEBI). They were allegedly influencing stock prices by disseminating false information. They were accused of “misleading YouTube videos with false content, backed by paid marketing campaign worth crores of rupees for additional reach, were being uploaded to lure investors” according to SEBI’s statement.

Financial Fraud

Similarly last year, the SEC filed charges against eight influencers for their involvement in a securities fraud of $100 million. The SEC claims that the accused presented themselves as accomplished traders on numerous social media networks. While they were actually participating in insider trading. Buying stocks and encouraging their followers to do the same, they amassed hundreds of thousands of followers via Twitter and Discord. The accused allegedly sold off their shares without disclosing to their followers that they had done so when beginner traders bought equities, raising trading volumes and prices.

Such examples only highlight the hold influencers have over their followers. Many times such influence can used as the tool of manipulation and fraud. Financial frauds being one of them. Influencer marketing can have a range of negative impacts on consumers. Particularly young people are vulnerable to unrealistic beauty standards, materialism and negative mental health effects.

Conclusion

Influencers are redefining businesses, championing important causes, and altering how we view the world with every touch, click, and scroll. Consumers’ decisions can be swayed by influencers. According to Insider Intelligence, 47% of Gen Z and 41% of millennials prefer to follow and buy from influencers. The power of social media influencers on youngsters cannot be ignored. As these generations’ purchasing power develops, influencer marketing will become a preferred method of connecting with consumers. Their genuine connection, specialised knowledge, and constant involvement are key components of their performance. Their continued role as the builders of change makes it an art in itself to use their influence for good.

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