Why Influencer Marketing Works

Why influencers are gaining an edge over traditional celebrities.

We tend to trust other people’s opinion more than what companies tells us, this is amplified more so when the these people are part of our inner circle. Influencers are nothing new, they are new by title alone, but we have been seeing this strategy being implemented many years ago, we just had a different name for it. Endorsers, key opinion leader, and influencers, they mean the same thing. but, unlike traditional celebrity endorsers, modern influencers, at least right now, have a much stronger rapport with their audiences.

A possibility on why we trust influencers more than the traditional celebrity may be because of a psychological phenomenon called the “Mere-exposure” effect, or as its sometimes called, the “Familiarity Principle”. By consistently exposing the customer to the brand, the customer begins to feel like they know it. And so, the more times we see a person, in this case the people we watch everyday through our phones or computers, the more we begin to trust them.

Thus, an influencer can demand more influence as compared to the traditional celebrity on the back of being viewed more often by their audiences, since influencers today, tend to upload consistent content as a daily basis.

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