With most of our activities, both for work and for play, conducted online, even advertisements are going digital.
Digital marketing agencies in Worcester , MA and other locations are more prolific than ever, especially because brands are seeing much of their traffic coming from online engagements. In the Internet age, one of the newest and most powerful waves in online consumerism is the rise of influencer marketing.
Why Influencers Became Popular?
In the earlier days of the Internet, it was mainly for entertainment and then for communication. We saw platforms such as messenger becoming an easier and more immediate means to communicate. Meanwhile, social media sites changed the way we connected online.
From this early stage of the Internet, social media and other sharing sites started gaining momentum as certain individuals caught the eyes of others. Back then, it was less about production value and more about the genuine raw appeal. It was usually the ones who were able to present entertaining but relatable content that got popular.
As video-streaming platforms emerged, online personalities made the natural shift to this larger format. With their shift, their fans followed suit. It was evident even then that these personalities were becoming micro-celebrities of sorts.
More content creators decided to share their content online. From this, credibility was based on the size of the following. As such, online video creators were seen as resources for good recommendations. These videos were also often shared further; therefore, boosting the creators’ popularity.
Eventually, out of thousands of creators, those with the biggest following began to rise. Their status showed that their opinions mattered. This made them who they are these days: influencers.
How Influencers Have Reshaped Marketing
Nowadays, where celebrities used to be showcased, influencers are front and center. People were initially drawn to trusting these influencers because it was like hearing a recommendation from a person you trust. Somebody who was just like you, unlike a celebrity living a glamorous and almost too-perfect life.
Marketers quickly began to take notice. With this came the introduction of sponsored content or brand deals. Brands were willing to pay for a feature in a video or post. Some influencers were keen to take this lucrative offer for a biased review. Some were willing to accept the deal but in exchange for their honest opinions.
Some influencers even paved the way for the creation of the affiliate code. This was usually a direct link to a brand’s site. By using these affiliate codes, the featured creator would receive a percentage of any purchase made through the link.
Influencers were starting to cement their status as endorsers and subject matter experts. Their platforms on the Internet also allowed them accessibility to millions of people, something that even most traditional media don’t have. By tapping into their content, wherever they are visible, so are the brands they endorse.
As more people take to the Internet, so do brands and marketers. Today, digital marketing is growing by leaps and bounds with the companies who decide to take this necessary plunge. As the market trends continue to put more power in the voices and faces we see online, influencers begin to take the market by storm.