Insights
- kacie-annemoncrief
- Sep 27, 2020
- 2 min read
The use of social media apps like Instagram, and YouTube has grown exponentially in the last decade. Since there are no longer any limits to traditional celebrities, to influence opinions, fashion consumers are exposed to and impacted by masses of social media influencers and micro-celebrities that have become famous using social media.
The ability of any celebrity to influence a consumer's desires is seen very valuable within the marketing world. Being able to use these platforms minimise costs and draw in large audiences. Although traditional celebrities have great influence on our societies pop culture trends, in recent years new social media stars, specifically Instagram and YouTube stars that have created communities where users feel more connected to the influencer through their higher levels of engagement, reliability and authenticity.
As of August 2020, Instagram reported more than 1 billion monthly active users worldwide. YouTube reported 2 billion unique YouTube users every month. YouTubers and Instagram influencers are able to connect and influence their audiences more than traditional celebrities because of their maintenance of interpersonal relationships, their reliability, and their authenticity.
Both platforms encourage user interaction, from the comment section to the like and dislike button, content creators and influencers and constantly receiving feedback from their audiences. Due to this engagement creating a sense being connected to the content creator and influencer, the audience is able to build a bond and relationship. Due to the influencers being reliable and authentic with their audience, the consumer puts more trust into the opinion of a social media influencer. This also contributes to the marketing community because it reveals the importance of social media when the aim is to direct attention more effectively to a product.
References: https://scholarcommons.scu.edu/engl_176/32/
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