Over the past years, the title “Influencer” has skyrocketed among brands. It somehow replaced the current celebrities in landing brand sponsorships. The question remains: How much are they earning? The simplest answer could be: “We aren’t sure.” However, we have investigated clues as to how influencers are earning more than A-list celebrities.
Influencers are Highly Relatable
The key characteristic of an influencer is this: They’re relatable. Who would want to purchase an item because their favorite celebrity promotes them? Perhaps some. But if you see a well-known influencer use a specific product; you are more likely to purchase the same item. ZD Net reports that 30% of consumers are more likely to consume a product promoted by a vlogger (vide blogger) than a celebrity.
Since millennials were exposed to the digital age, young consumers are more likely to be trusting of recommendations and reviews from influencers. It appears as if they are experts in some fields because a specific influencer occupies a certain niche. Influencers also regularly interact with their fans and followers and are more approachable than celebrities.
It is the appearance and habits of these influencers which seem to be more investment-worthy ventures for brands. They could tap the consciousness of their fans more than what celebrities could do to their fanbase.
Brands Prefer Influencers
In a study by eConsultancy, at least 60% of beauty and fashion brands have adopted influencers in their marketing strategy. Again, accessibility, influence, and the relativeness of the influencers prove to be key characteristics that give influencers an edge over A-list celebrities who at times, seem aloof to their fans.
In a survey of over 500 marketing professionals published in The Drum, it was revealed that 80% of marketing executives prefer working with influencers. A majority of them have preference over social media stars over celebrities, musicians, and even athletes.
Brands have also shifted their view of marketing their products. They have strayed from the expensive celebrity endorsements and have shifted to the more personal approach taken by influencers. Consumers have also been smarter. They have managed to see through the marketing strategies that come along with celebrity endorsements. They are now seeking for authentic and genuine relationships with the brands they use.
The Verdict
In a world where highly personal and well-directed ventures are given more premium by consumers, influencers take the cake.
When going head to head, it would appear that influencers have had the upper hand over A-list celebrities for quite some time now. With marketing firms preferring social media personalities who belong in a niche; it would seem that being an influencer pays more than being a celebrity. In the marketing side of things, influencers also seem to be the more worthwhile investment over celebrities.
What do you think? Are influencers the new “A-List” celebrities? Do you think this will be the norm from this point onwards?
Opinions expressed by AsianBlurb contributors are their own.
