THE RISE OF SOCIAL MEDIA INFLUENCERS!

Writer: Dr. Selen Bilginer HALEFOĞLU Date: April, 2023

As we all know the use of social media has become an integral part of our lives, and the influence of social media influencers is rapidly growing as it becomes more widespread in the modern world.

But who are they?

It’s for sure that social media influencers are a new wave of people getting more money than anyone has ever expected. They have a big number of followers on the various social networking sites and they surely have an influence on their followers' purchasing decisions and opinions. Furthermore, these influential people have the potential to shape trends and create a culture around their brand, which has made them extremely sought after by marketing agencies and businesses.

Digital creators that have a significant online presence are generally considered to be social media influencers. They regularly offer a high quality of online content which is educational, entertaining or encouraging to their audience and allows them to interact with their fans.

What is Influencer Marketing?

The change in marketing strategies is likely to have contributed to the growth of social media influencers. Right now, the term "influencer marketing" has become a buzzword in this business world. It does not restrict itself to several companies or agencies, but rather becomes a commonly used method of marketing. As a result, conventional marketing practices have become less efficient than they used to be. The number of people who are resistant to advertising is on the rise, and consumers look for real content from individuals they trust. As they have built a loyal following through their relatable content and authentic personality, social media influencers are perfectly suited to the task.

There is a great need for adaptation of marketing techniques to the trends, since many people are becoming increasingly dependent on social media in their daily lives. The key to this Social Media marketing is paid advertising and promoting posts. However, there is an alternative approach to the promotion of products and services on Social Networks. This is known as Influencer Marketing, and it's designed to harness the power of social media influencers.

Influencers, from microinfluencers to macroinfluencers, are available in several forms. The microinfluencers have a lower fan base, but they engage very closely and can be an important influence in their target audience. Macroinfluencers, on the other hand, have a huge following and are able to reach an even wider audience. These influence actors usually include celebrities, athletes or famous individuals that have established a following on the basis of their fame. The social media and the features they have provided that allow influencers to build their followers and business strategies are shown in the table below.
 

(For the top influencers of 2023 you can click on the link. https://blog.hootsuite.com/top-influencers/)

How do the influencers work?

There's a variety of ways in which social media influencers can work with brands. One of the main ways to do this is through promotion posts, where influencers get paid when they create content which promotes a product or service. For example, a short mention or an overall marketing campaign may be part of this collaboration.

In addition, they may work with brands through an affiliate marketing system in which they receive a commission for each sale that is carried out via their unique affiliated link. In such a case, both brands and Influencers can benefit from this type of cooperation due to the opportunity for influencer's commission while promoting the brand as well as increasing its sales.

However, the rise of social media influencers has also brought with it some challenges. One of the biggest challenges is the issue of authenticity. Some influencers may promote products or services that they do not genuinely believe in or have never tried, simply for financial gain. This can damage their credibility and erode trust among their followers.

Another issue is the pressure that influencers may feel to maintain their image and brand. They may be expected to create content regularly, respond to comments and messages, and maintain an online persona that aligns with their brand. This can be time-consuming and stressful, leading to burnout and mental health issues.

The issue of false followers and engagement is also a challenge. Some influencers have bought followers and engagement in order to increase their credibility while looking more powerful than they really are. It is known as “astroturfing” and can have a detrimental effect on the authenticity of social media.

The conclusion is that Social Influencers are becoming an important element of the Digital Marketing Environment. They have become valuable assets to brands that want to reach a wider audience as they are able to connect with their followers at personal level. However, it should be ensured that Influencers disclose the sponsorship posts they are carrying out and engage in real contact with their followers. Social media influencers will remain a significant factor in the world of Digital Marketing until such time as these issues are resolved…