The use of social media influencers is becoming a more popular form of marketing for companies, especially amongst the younger generation. As social media trends are becoming more prevalent, young people are able to see and relate to some of their idols through these platforms. I notice that companies are really pushing for influencers, whether top named athletes and celebrities, or those trusted social media and YouTubers who have a large following. Influencers have become a staple in social media marketing. It ultimately comes down to trust. When the consumer sees those highly liked influencers on their social media feeds using or recommending a product they really love, that is going to translate to those who may value that influencer’s opinion. This form of marketing expands a brands ability to reach and earn a consumer trust off of the ability to recommend and promote this product through the influencer. 

There are many strategies influencers use to endorse a brand. They can post videos or photos of the product or service, either using it or doing short video clips on the product. Influencers sometimes post promo codes that consumers can use at check out. This is a great way for a company to get an idea on how well the influencers are doing at promoting the product, as well as, the return on investment this company is getting through this form of marketing. The influencers also have the unique opportunity to interact with the consumer on more of a personal level than the brand might otherwise be able to do themselves. They also gain a level of trust with the audience by providing a real-life review of the product maybe without the consumer even realizing it is happening. These influencers play a huge role in marketing by giving a voice to the product in a relatable and authentic way. This shows the product being used by real people that are highly valued and looked at. This type of marketing builds a level of trust between the brand and the consumer using a real person to bridge the gap between the two. People value what other people think, that’s why they are called influencers. 

They value and trust what someone says about a product and why they recommend or not recommend it. People want to trust that what they are buying and that they aren’t being suckered into some scam just for a brand/company to make a profit. Consumers want to trust the person they see on social media genuinely likes the product, or if they don’t like certain things about it, that they tell the audience why. The best tactic for influencers is to make sure they are promoting products and services that they as consumers would want to use and buy on a regular basis as well. Authenticity is key to influencer marketing.