The social media influencer

From Love Island contestants and Premier League footballers to Hollywood A-listers, celebrities have an undoubted, almost inherent, ability to influence the general public. Whether the impressionable subject is a cohort of ‘regular’ individuals or, indeed, a corporate entity, the ability is unquestionable. Of course, this is not a novel concept—for decades, celebrities have occupied the pages of national magazines and tabloids. However, the mediums by which their influence may be exerted have changed drastically over recent years, leading to the exponential growth of the potential target market of impressionable subjects, in both number and the increased diversification of its demographic. As for whether we will see the ‘metaverse influencer’ promenading around sporting their sponsor's products any time soon, that is another question. However, for now, brands remain focused on the utility of social media influencers as we know them today.

This vast audience that social media has presented has naturally grabbed the attention of brands across a plethora of industries hoping to harness this relatively newfound marketing opportunity. The rise of the social media influencer is well documented, and brands were quick to respond to this new kind of celebrity, drawn by the promise of direct, instant access to their thousands or, in some cases, millions of followers.