BUILD YOUR DIGITAL PROFILE
Marketing
I
nfluencer marketing is not a new thing – marketers have known for a long time that influencers can affect the way the general public thinks. One thing that has changed however is the way influencer marketing works. The advent of social media has brought a whole new dimension to influencer marketing. This has ultimately led to increasing influencer marketing budgets and increasing exposure to products through influencer marketing… PSE MAGAZINE • 42
WHAT IS INFLUENCER MARKETING?
Influencer marketing works on the principle of ‘voice of authority’. If you respect someone and their views you are more likely to listen to what they’re saying, and you’re more likely to purchase the products they inform you about. We have seen this tactic used in marketing for a long time in television ads, newspaper ads, and billboards. Famous people are also utilised in advocating products and using their status to endorse the product. Sometimes the person advo-
cating a product is related to the product or brand somehow. They might be experts in the same industry or they may have a famous job related to the product. For example, you’re likely to see racing drivers in advertisements of tires, oil, and other car related products. The most interesting thing however is that this isn’t necessary. People think of celebrities as their role models, which means that they want to do the same things or own the same things that a celebrity does. So, this means that you can use influencers who have no re-