PR and the Rise of Online Influencers
The rise of social media has catalyzed the formation of influencer marketing, or advertising in which people with strong online presences promote products and services for brands. This new form of marketing has forced companies to reconsider how they communicate with consumers. Previously, brands relied on one-way communication for advertisements. But influencers now allow brands to engage in a two-way dialogue with consumers, and public relations professionals can reap the benefits.
Social media influencers have been prevalent since the introduction of social media platforms. However, according to a University of Nebraska at Lincoln study, a drastic increase of influencer marketing occurred amid the COVID-19 pandemic. During lockdowns, isolated individuals increasingly turned to social media to stay connected with others. As a result, influencer marketing extended from TikTok to platforms like Instagram and YouTube. Social media influencers’ reach goes beyond online media, however. Many influencers have also been featured in print advertisements and international campaigns. In fact, influencers Charli D’Amelio and Addison Rae have obtained brand deals with global companies, including Louis Vuitton, Dunkin, Fashion Nova and Pandora. It is because of their strong social media presence that these influencers could pursue these opportunities and influence the opinions of millions of people.
Influencer marketing has risen to become one of the most common forms of advertising for brands due to their high levels of credibility. As people strive to find other like-minded individuals when searching for credible information, they are likely to look toward influencers. Audiences can bond with the influencer and appreciate their insights regarding a topic of mutual interest. For example, Mikayla Nogueira, known on TikTok for her makeup artistry skills, has built a following of millions that adore her creative direction and unique looks. Influencers like her tend to be trusted more than traditional advertisements, as they have established strong reputations in their fields. Their expertise also allows them to promote products in an authentic, unscripted manner.
Social media influencers directly affect buying decisions and can change the public’s view of an organization. It is essential for PR pros to consider influencer marketing when developing a communications plan. Through this tactic, practitioners can increase brand awareness by targeting the segmented audiences of online experts. Doing so not only allows companies to bolster their digital presence but also improve their services based on community feedback. Influencers will also benefit from the relationship, as they can gain widespread recognition for their product reviews.
Written by Huntleigh Zhang