Social media influencers have definitely shown their value over the past few years. From working with top brands like Nike and Coca Cola, to popping up in the most recent season of Keeping Up With The Kardashians, they have managed to garner a lot of attention. Social media influencers are not only building a huge following by posting how cool their day is going on Instagram or Snapchat, they are also using their voice as a platform for activism.

The article will talk about how this new generation of celebrities are influencing the world and what companies should be doing to capitalize on this important group.

“But why does it matter?” you might ask. Well, in a study by Bloglovin’ from August 2016, it was proven that people are more likely to trust the opinions of social media influencers than a celebrity endorsement. The study has proven that 94% of those polled said that they would be more likely to try a product after seeing it mentioned by someone they follow on social media as opposed to 56% of those who would be more likely to try it after seeing an advertisement with a celebrity they recognize.

Now, this is not to say that celebrities do not deserve as much credit as influencers do. Celebrities have been powerful influences in the world for decades and continue to be strong voices in pop culture today. Some of the most important celebrities in the world are those who are creating their own content, whether that is through music, television, or film. Additionally, the influence of celebrities on our expectations has certainly opened up new opportunities for brands to build trust.

So what should a brand do if they want to take advantage of these influencers? To answer this question, it is important to look at what drives consumers to trust social media influencers versus celebrities. As it turns out, it’s all about authenticity. Social media influencers tend to be extremely honest with their followers and have a real appreciation for those who believe in and support them. On the other hand, celebrities have such a huge platform and have been known to occasionally feel entitled or aloof when it comes to working with brands.

This is why it is so crucial for brands to understand what influencers are looking for when they take on an opportunity with a brand. It’s all about the sense of community and being able to align yourself with a company who will help you grow your channel.

Emily Ortiz