Social Media Influencers

Social Media Influencers

The rise of social media has led to individuals increasing their outreach to their global audience.  Many popular influencers are found on popular platforms such as Facebook, YouTube, and Instagram. However, not all celebrities are social media influencers and vice versa is true. This article elaborates on who exactly are social media influencers.  

According to webster's dictionary, an influencer is a person who can affect the purchasing decisions of others due to their status in society in terms of the type of relationship they have with the audience, authority, and position. This raises a question, who is exactly a social media influencer, and how do they impact their followers., does the number of followers automatically make one an influencer? To influence, one must be able to self-brand themselves to explore their full potential. Influencers must be consistent, and have a positive image, as a brand, influencers must pose unique relevant associations that make them outstanding, and worthy to be listened to (Khamis, et al. 2017). Thus, one can be a celebrity, however, how one interacts with their audience, and their character automatically disqualifies them to be called an influencer. 

To be an influencer, means you are a brand of your own. For a certain brand to be noticed, it has to be of quality, carry itself with dignity, have massive exposure, and be consistent. Celebrities with outstanding talents, who perform exemplary in their careers resulting in them winning major tournaments, and awards often have a mass following on their social media pages(Khamis, et al. 2017). As a result of the “halo effect, “ they will be endorsed by various brands to market them due to the massive exposure they have.  An individual who is not a celebrity can become a social media influencer through self-branding through social media(micro-celebrity). An individual can attract a mass audience on their social media pages by feeding the public compelling narratives thus getting massive attention that makes them stand out thus attain celebrity status. Khamis, et al. (2017), notes that for one to be an influencer, they have to create an image /brand as a product that can be consumed by others, an identity that interacts with the audience as a fan base to be developed, and maintained.                                     

Reference 

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity, and the rise of social media influencers. Celebrity studies, 8(2), 191-208.