The idea behind the social media influencer industry is essentially scaling word-of-mouth marketing from social media personalities who have engaged followings, of anywhere from 500-over a million. They promote your products or company to their networks, who trust their endorsement, thereby creating a quick way to reach wider audiences and potential new customers. In return, influencers are compensated either monetarily or with free products and perks from the brand.
There are a few key attributes that successful influencers possess that make them a strong asset for promoting your brand:
Relatability
What really sets social media influencers apart from other types of endorsers is their relatability. Despite their often large followings, influencers are typically perceived as "ordinary people" that their followers can easily relate to. They post about everyday life, are easy to get hold of – some reply to every single comment and DM – and they often have age group, interests and demographics in common with their target audience.
Credibility and social proof
It’s part of human nature to be swayed by our circles. Consumers are 92% more likely to trust their peers over traditional advertising when it comes to purchasing decisions. So, seeing your peer, colleague or someone from your ‘hood speaking highly of a brand, is likely to make you remember it, and agree with it. The large numbers of followings, likes, comments and shares add social proof to the equation — this gives audiences the impression that it is already validated and trusted by many.