Over the years a new method of marketing online has appeared, focusing on a popular individual selling the product/service than rather the product/service itself. Social media influencers have become a popular method to create awareness for products, services or brands. With many social media influencers boasting thousands to millions of followers, its easy to see why businesses are capitalising on the popularity of social media influencers.
Over the past years the social media influencer has taken different forms, in the beginning the social influencer mainly was a celebrity on a social media channel being paid to post an image or video with reference or placement of a product/service as they would on a TV commercial. As the social media channels have become increasingly popular and more centred in our everyday lives, the social media influencer has emerged. Who are the social media influencers? It’s noted the social media influencers are individuals who live “normal lives” who have attained a large following on social media. With so many traditional celebrities and social media influencers, businesses often focus on social media to promote and increase awareness for products/services with Instagram due to its visual content nature being the main social media channel for online influencer marketing.