Influencers, with their massive followings, hold a lot of virtual real-estate because of their capacity to reach an audience. Internet influencers generate revenue for themselves by promoting things through paid sponsorships; marketing teams reach out to these people in hopes of promoting whatever it is that they offer, and because of an influencer’s reach, showcase their product or cause to as many people as possible.
This applies especially so to young people, which are most easily swayed. The advantage of using influencers to influence the buying habits of an audience is not only because their content is spread to so many people, but because the parasocial relationship that an audience forms with an influencer makes these endorsements more trustworthy, therefore it is more likely that the endorsements will be picked up from the audience.
Displayed prominently in the makeup and beauty community, for example, endorsements of specific brands by beauty gurus is a sure-fire way to get people more interested in a product. Considering the younger audience that influencers get, it would come as no surprise that advertising involving online personalities or creative content would be more effective than magazine or at-store ads, especially when factoring in the online presence of the market.
The cosmetics and personal care industry continuously evolve to provide consumers with access to safe, sustainable, and innovative products. In the past, cosmetic firms relied primarily on conventional forms of advertisement, using traditional media such as television and magazines, and used distribution channels, such as supermarkets, hypermarkets, department stores, pharmacies, personal care stores, direct sales, and speciality stores. However, technology has changed the way customers search and purchase cosmetic products . According to a survey by Cosmetics Europe, about 51 per cent of consumers find information on cosmetic brands’ websites, blogs, social media networks, beauty tips forums, and smartphone applications, which the cosmetic brands use to connect with consumers.
- Hassan et al. (2021) The credibility of social media beauty gurus in young millennials’ cosmetic product choice
The influence of influencers is all about encouragement and trust. They draw attention to whatever it is that they choose to draw attention to, and because of that, have the power to significantly affect the image of whatever they display, good or bad.