In the past 10 years, influencers have taken the world by storm. Around 12 million people in the United States list influencer as their full-time job. This shift in careers makes a new iteration of the American dream for the next generation.
Most people are drawn to the influencer career because of its perks. On the outside, being an influencer appears to be just about posting videos, not normally longer than two minutes, and then being rewarded by expensive PR and brand trips.
Although the influencer life is glamorous, it should be noted that being an influencer is still a job that requires work. Influencers contribute to the modern-day market more than anyone would like to think. In fact, 86% of consumers have bought at least one item because of an influencer in the past year.
Why is this? How is it that strangers online could convince so many people to buy something they have likely never heard about before? The answer is surprisingly uncomplicated.
Influencers excel at blending modern-day capitalism and technology to create the perfect advertising strategy. Influencers’ success is in their ability to seamlessly integrate products into their seemingly perfect everyday lives. By doing so, they make the viewer feel as if they are not watching an ad, allowing influencers to appear more honest in what they are trying to sell.
Though traditional ads still play a role in marketing, they struggle to capture the attention of younger generations, particularly Gen Z. In order for an ad to work, it has to catch its viewers’ attention. This is a tricky task due to Gen Z’s short attention span.
These influencer ads are typically short and do not require the viewer to think too much. This marketing strategy would not work if the influencers did not know their target audience. Many companies have recognized that in order to engage Gen Z and younger audiences, they need ads that do not feel like ads.
The landscape for marketing is constantly changing, and authenticity is becoming more and more important to consumers. Influencers are able to bring a sense of humanity that is needed in so many brands. Hence, why they are, the future of advertising.
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