Influencers and their role in the changed marketplace

By Sara McCorquodale 

Influence explains very clearly exactly what an influencer is, how easily people are becoming famous overnight from the likes of TikTok, and most importantly from a business point of view, it addresses how the rise of influencers has changed the landscape of marketing as we know it. ‘’The rise of the influencer means that, as consumers, we now have the expectation of a human lens on everything. We don’t want the ‘royal we’, we want human beings more than ever’’.

The key takeaways

• The influencer industry happened because consumers have gravitated away from traditional media to social media platforms and chose to follow individuals documenting their lives, rather than seeking information from newspapers, magazines, and established publishing brands.
• Influencers usually become influencers by adapting early to social media platforms, when the supply/demand ratio favours the content creator. However, usually, those who follow this with consistent content distribution are the ones who become successful.
• Brands should not regard influencers as hard, direct sales platforms but rather as commercial partners offering to insert your product into an aspirational or relatable lifestyle.

Influencer marketing: Partners and consumers

One of the main things I enjoyed about this book is the fact that it also addresses influence by category of social media platform.

The author does a fantastic job of addressing the context of various social media platforms and explains how this relates to the relationship between influencers, their commercial partners, and the consumer.

Interestingly it also explores the dark side of influence and points out the ‘pull’ some individuals have on social media companies due to the mass attention they command. An easy to read book and very insightful, I would highly recommend picking up a copy.

About the author

Martin Eastwood is an Entrepreneur, TV & Social Media Personality & Public Speaker. His company Wide Variety manages the online marketing of businesses across Ireland and abroad. You can connect with Martin on the social media links below.

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