Why are young people fascinated with influencers
The Interest of Young People in Influencers
Social media has developed into a potent medium for influencer marketing in recent years. The advent of influencer culture has altered how firms market their goods as well as how young people see and engage with the world. Influencer marketing is not a new idea in the business, but it has gained enormous popularity in recent years. Influencer marketing has gained popularity as the world around us grows more digitally savvy, and businesses are investing more time and resources than ever before in the strategy. We advocate and use influencer marketing as a component of a comprehensive digital marketing strategy as a digital agency that is continually looking for methods to give our clients an edge. This helps put businesses on the map. As a means of promoting their business on social media, our clients are increasingly turning to influencer marketing.
Influencer marketing, in contrast to other marketing techniques, necessitates a high degree of trust between a brand and a third party. Although legal contracts are frequently required of influencers, the reputation of the brand is largely in their hands. A brand must ensure that the influencer’s material complements their public perception. The reputation of the brand could suffer from the deployment of creepy or inappropriate content. When engaging with young influencers who can lack professionalism and maturity, this is especially crucial.
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So what is it about influencers that has young people’s attention?
Here are some of the causes:
1. Aspirational Lifestyle: On social media, influencers frequently display their glamorous and successful lifestyles, appealing to the aspirations of young people for success and exploration. Their material offers a window into a world that is both ideal and accessible, and it acts as a source of inspiration and motivation.
2. Authenticity and Relatability: Influencers are viewed as being more real and relatable than traditional celebrities. They frequently open up to their followers about their challenges, setbacks, and victories, which fosters a feeling of intimacy and connection. Additionally, young people are more likely to relate to the influencer and their message as a result of this relatability.
3. Social media has ingrained itself into everyday life, and influencers use this medium to establish more intimate connections with their followers. They build a community of fans that are involved in their success by reacting to comments and engaging with their audience.
4. New Product Discovery and Promotion: Influencer culture has completely changed how firms market their goods. Influencer partnerships enable firms to connect with a wide range of consumers who are interested in trying out novel and intriguing products. Because they are greatly impacted by their peers and social media, young people are especially vulnerable to this kind of marketing.
In conclusion, young people’s attraction with influencers can be explained by their aspirational lifestyle, relatability and genuineness, social media connections, and their function in promoting and discovering new products. The power of influencers is anticipated to increase as social media continues to play a significant role in daily life.
What drawbacks might influencer marketing have?
Finding the ideal influencer for a brand’s campaign requires a lot of time and work. Your brand’s reputation could suffer greatly if you don’t work with the correct influencers. A survey revealed that 61% of marketers struggle to locate the ideal influencers for their campaigns. It becomes challenging to determine whether an influencer has loyal followers. Marketers will undoubtedly make blunders because influencer marketing is still a relatively new tactic.
Since there is no manual for a successful influencer marketing plan, firms typically gain knowledge from their successes and failures.
Humans are social creatures with a strong inclination to bond with people in our “pack.” With this connectivity comes a strong need to fit in, or maybe it would be more accurate to say, “keep up with the Joneses” (or maybe even the Kardashians).
Many customers feel obligated to stay up to date with the activity of the influencers they follow because they view them as members of their pack. And because the halo effect causes influencers we first perceive as credible in one area to gradually become credible in other areas, it’s simple for followers to view every piece of material as something they’re required to watch. Consequently, as a result of cultural programming, we watch, interact with, and celebrate with the creator.
According to study, when we experience social pressure to comply, our brains flag that we’ve gone against a social norm. Increased activity in the region of our brains connected to punishment serves as a warning that we might not be like other people or that we are being rejected for deviating from the herd.
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