Influencer marketing has become a widely popular and well-used way of marketing its services and products. Which is not at all particularly strange as the results surpass traditional marketing. But why?
At present, the majority of all consumers have greater confidence in influencers than they do in traditional advertising. According to Forbes, the figure is as high as 92%.
The statistics suggesting the benefits of influencer marketing are extensive, leading to the simple assumption that it is the most effective alternative. But, the interesting thing might be to look more closely at why exactly influencer marketing works as well as it does.
The relationship that is created between an influencer and its followers has a high parasocial interaction.
It is a term that is used more in English but is, to this day, what best describes the phenomenon between influencers and their followers. It was coined in the 1950s in the United States to describe the people’s relationship with celebrities on television.
The more you see and interact with the person through the screen, the closer you feel. There is a kind of trust that in turn causes the influencer to be admitted to his recipient in a way that a company in traditional media had never succeeded.
An emotional bond is created between the follower and the influencer, which is closer to a friendship than anything else. That’s why influencer marketing works!
Recommendations have always been and still are the most effective marketing you can get. When the recommendation comes from an influencer, the follower will be much more likely to accept it than if, for example, it appeared in a regular ad.
That is why influencer marketing works and therefore it is an effective way of marketing itself. Not just because they have a huge reach but because their followers see them as friends. Didn’t you listen to a friend?