Are Influencers Over? Exploring the Future of Social Media Marketing
The influencer culture is far from over!
The word “influencers” is derived from the word “influence”, which according to Merriam-Webster means to affect or alter by indirect or intangible means.
This already explains to you what influencers do and how they get their jobs done. Do you want people to buy your products easily? Then you need an influencer. Just by being themselves, they can affect your audience decisions positively and your sales will skyrocket beyond your wildest imaginations.
Daily, the statistics of influencers worldwide are on a rise and it is predicted to keep rising.
It’s no longer about the “easy peasy, lemon queasy” chances they get on a reality TV show that makes them gain followers but their knowledge of what their audience wants and how best they can deliver it to them.
Because social media has evolved over the years, users have evolved with it too. Their taste, style and “for you page” have changed. They no longer scroll through social media reels, posts or shorts aimlessly rather they go for what excites, motivates and teaches them to be better versions of themselves.
The Gen Zs will relate more to this. And if you notice, it’s almost like they own the media space. Their voice is so loud that it’s overshadowed the millennials.
When they see influencers advertising a product or just talking about lifestyle and fashion, they say to themselves, “I can do this too, and much better”. And because of this, we’ve begun to see many Gen Z influencers in the media space who have succeeded to grow their followership before anyone could say “jack”.
For instance, it is not surprising that many entrepreneurs in the UK who have sought the services of local SEO agencies in Bradford to promote their online visibility across the digital landscape, have also adopted social media and influencer marketing as an addition to the list of their promotional channels.
Some brands in the UK like Crocs went viral by working with Gen Z influencers on TikTok such that crocs became the most sold and bought commodity in a lot of countries. Wholesalers and retailers alike purchased it to also to gain profit in their small-scale businesses.
Another example is Elf Cosmetics. They wanted their cosmetic brand to gain awareness and higher sales so they hired a few young people to start a dance challenge on TikTok where the creators would display their eyes, lips and face according to the beat of the song.
Since the challenge did not require people actually wearing makeup, it went viral in a month and Elf Cosmetics recorded the highest sales they’ve ever had and had a followership strength that accorded them 9.2 billion recorded views.
So, if you think that the days of influencers are over, you are so wrong.
Rather, you should think of how best your business can leverage influencers especially Gen Z influencers for its social media marketing. Because according to research, 30% of the world’s population are Gen Zs and more than ⅓ of them are social media influencers.
With these statistics, it would be unwise for any business to engage in social media marketing without influencers.
What is the Future of Social Media Marketing?
In relation to the context, social media marketing will only get better. Why?
Because with the passage of time and the introduction of new technologies, the Gen Z influencers will only continue to be at the fore line of digital sales and brand awareness. This is true because they are young, agile and always excited to learn and try new things.
But with the rise of AI and other technologies, will these influencers still be needed? Would consumers still care about them? And eventually, will brands still opt for them? These are the questions that come to mind.
Let’s explore and find out together, the future of these influencers in social media marketing.
A Flood of Influencers
As we earlier stated, more people, especially young people would become influencers and the media space will become flooded with influencers.
This will bring a negative impact such that their influence on consumers will no longer be strong and as such they won’t go viral as fast as usual and this may make brands reduce their investment in influencer marketing.
However, research shows that because these are young and creative minds, they will shift their attention to other new or non-trendy social media platforms like Discord, Substack, Patreon, Twitch, etc. and begin to build again from the top.
As they begin to gain influence there, brands will follow them and definitely want to partner with them to increase their awareness, sales and revenue.
Influencers Will Leverage AI For Content Creation
AI influencers have been on the rise since the introduction of AI in 2020 and the likes of Lil Maquela, La do Magalu, etc. have certainly made it.
But, a large percentage of the world’s population prefer to see humans instead of comic-faced influencers that they can relate with.
Therefore, influencers will use AI tools like Jasper and Writer to enhance their written content and Wondershare Filmora and Descript to help in video editing thereby making their content creation process seamless instead of becoming AI influencers.
Conclusion
The relevance of social media influencer marketing will continue to endure through the years and as such, businesses should consider making it their number one social media marketing strategy.
They should evolve as it evolves because influencers are your best shot at building a connection with your audience that will result in customer loyalty, high sales and revenue.
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