Influencer marketing is one of the many public relations initiatives used to reach the business or the brand’s target market – proven to be effective in making promotions on a wider scale.
This strategy which started sometime in 2006, is a form of marketing focused on specific key individuals rather than the target market as a whole. It involves engaging, identifying, and supporting individuals who create conversations with a brand’s customers, now more popularly known as content creators or influencers. For years, it has been a growing trend, and it has become predominantly centered around social media, creating an opportunity for brands and businesses to market or advertise through social media influencers.
Social media influencer marketing evolved due to the advancement of media and technology. It involves people representing companies through branded content on personal social media accounts, such as Facebook, Instagram, Tiktok, Twitter, and YouTube.
The rise of social media and the popularity of social media influencers have opened up a new channel for brands to connect with consumers and attract the target audience more directly and more organically. Nowadays, social media marketing is one of the biggest marketing and public relations trends. The popularity of social media influencers in the field of advertising and marketing has paved the way for those who promote lifestyle brands who are called lifestyle influencers.
Who are lifestyle influencers?
Lifestyle is the way in which a person lives; so if you are posting a variety of contents ranging from food, technology, and OOTDs; to family, health, and travel goals, you are a lifestyle influencer.
This type of influencers work with companies whose products non-celebrity individuals use in their daily lives. Public relations agencies can promote relevant and relatable content to clients and capture the attention of brand consumers, more easily and strategically because of the power of social media influencers.
These lifestyle influencers have a candid look into their daily life which makes their account incredibly relatable and authentic. Their accounts aren’t just about breadth but also depth – the reason why they attract such a large following even though they don’t have a clearly defined niche. Because of the great content, impeccable taste, unique style, and authentic voice, lifestyle influencers’ accounts become the go-to places for ideas, inspiration, and tips which enables them to build a huge community of people who would also want to follow their lifestyle.
In 2018, Instagram hit one billion users in the world and as it continues to explode in popularity, so does the visibility and reach of lifestyle influencers. Their tailored content attracts the audience and is very appealing for brands that also align. They can be incredibly versatile accounts to work with that makes them the perfect partners for just about any campaign.
Big and innovative brands prefer partnering with these prominent digital influencers because of their highly targeted nature of the audience and demographic, and these lifestyle content creators are in increasing demand for advertiser sponsorships, partnerships, and sponsored content; even amidst the ongoing pandemic.
Since lifestyle influencers have a wide-ranging audience, they are great for helping a brand gain exposure and reach new consumers. They are indeed very helpful in making social media or influencer marketing strategy a success.