The term of “influencers” invented on behalf of person with the ability influencing others to consume any promotional product that recommended on multiple social media, such as YouTube, TikTok, Instagram, etc. The more followers you have, the bigger power to endorse any brands. Influencer has redefined the marketing strategy, which brings the digital marketing to social media with easy access contents that built into people’s day-to-day life. Our buying hobbies has changed dramatically from offline to online, especially after pandemic. People used to enjoy shopping in person with ability to feel the product themselves instead of making a purchase with just a few simple click at their figure tips after watching a short video.

Consumers now rely heavily on product reviews/endorsement by influencer that they like and follow nowadays. According to 60 minutes on CBC News, Kim Kardashian is one of the first influencer successfully turned her follower into millions dollars of business. Any clothing and beauty product that tag along in Kim’s video will likely become popular and trendy due to the huge numbers of followers she has on social media. It is quite impressive of how powerful a six-seconds video done by King Batch can achieve over couple millions views overnight and even earned $300,000 income off something created just by phone (CBC News). These are perfect examples demonstrate how influential the modernized online marketing affects consumers’ decisions. Meanwhile, all personal data are tracked regards audience’s age, hobbies, and things interested them; brands will leverage this information to determine the right influencer for their product to collaborate with and ways to draw more attention with the next promotion.  

Each influencer with dynamic talents to influence audiences including beauty and styling tricks, cooking tips, kids’ education, comedy, singing, dancing, and varies life styles. People enjoy watching the content and will automatically leads to any product tie to the video. There is a natural bonding between influencer and follower for people to trust their idols’ taste, endorsement then turn into actual business. As a career driven mom, I do not have much time to check out the latest and newest beauty product and trendy news at all time. However, influencer that I follow will act as a short cut to keep me informed on all the products up to date. Even though not all purchases I made are the best fit, I still like to give a shot to things that the influencer promotes. Influencer shall value the trust from their followers and evaluate the brand and product wisely before promotes to the audiences. Otherwise, the opposite consequences will affect the influencer as well as to the brand they represent.

Reference: CBS Interactive. (n.d.). The Influencers. CBS News. Retrieved August 9, 2022, from https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/