{"id":1771,"date":"2023-10-26T17:43:15","date_gmt":"2023-10-26T12:13:15","guid":{"rendered":"https:\/\/thinktreemedia.in\/blog\/?p=1771"},"modified":"2025-06-19T11:04:43","modified_gmt":"2025-06-19T05:34:43","slug":"do-influencers-really-influence-how-influencer-marketing-works","status":"publish","type":"post","link":"https:\/\/thinktreemedia.in\/blog\/do-influencers-really-influence-how-influencer-marketing-works\/","title":{"rendered":"Do Influencers Really Influence?: How Influencer Marketing works"},"content":{"rendered":"

The History of Influence through a psychological lens<\/span><\/h2>\n

Your friend put up a video of them having a fun time at a restaurant. Your uncle recommends a doctor to go to for your common cold that just doesn\u2019t seem to leave. Your co-worker tells you that a movie she went to was one of the best she\u2019s seen this year. An internet friend you have posted an aesthetic picture of a Coca-cola can on their Instagram.\u00a0<\/span><\/p>\n

Interested? It\u2019s only natural. Throughout the history of humanity, people have always been influenced to do things. It\u2019s something that takes place in our subconscious – the minute someone we trust tells us something, it gets planted in our brains. And that seed grows into a tree till we try it. But, it doesn\u2019t end there.<\/span><\/p>\n

As someone who struggles every single day with crippling indecisiveness, other people\u2019s opinions and suggestions are a boon. The only place where I feel like I can decide something is Subway, and that\u2019s just because they have simplified decision-making so much. I\u2019m just saying, it\u2019s not wrong to get influenced by people. Because honestly, sometimes you need it. Also, there\u2019s the added benefit of being included in the same experience as people. You get to talk about how the restaurant was, how the doctor gave you just the right medicine, how the plot twist of the movie was unexpected, and you can post a picture of a Coca-cola can on your Instagram too. This sense of belonging is a fundamental human feeling that all of us would love to experience; wanting to be included in things is another deep-rooted reason for why we are so easily influenced.<\/span><\/p>\n

Today\u2019s influencers on social media<\/span><\/h2>\n

Now, keeping all that in mind, this is the part where I segue into the influencers of today, with the whole clich\u00e9 paragraph about social media and how it has changed all our lives. And how the internet has given birth to a whole new segment of people who have the power to influence a big group of people without even having to be a movie star or a pop singer. The influencer industry has been around for a while now, but it has never changed so drastically as it has with the advent of social media.\u00a0<\/span><\/p>\n

Traditional media and marketing methods – making a radio ad, having a billboard, TV ads – are all going obsolete. And that\u2019s because of a general shift in the consumption of digital media over traditional methods. Another major benefit includes the significant decrease in the amount of money spent on digital ads and a simultaneous increase in the return on investment (ROI) from them. But one thing that remains constant throughout all advertising are the use of influence, and influencer marketing.<\/span><\/p>\n

It all began from 105 BCE in Rome, where the world\u2019s first influencers were the gladiators. They were <\/span>advertised in posters<\/span><\/a> all over the streets, and sometimes even endorsed the occasional wine bottle. Since then, with Santa endorsing Coca-cola, movie stars, music artists, sportspersons, and more have joined the roster of influencers. Fast forward to now, where we have YouTubers, TikTokers, Redditors, Instagram models and influencers (and other made up words). These people are the face of the next generation of influencers.\u00a0<\/span><\/p>\n

The rise in influencer marketing can be mainly credited to the necessity for brands to regain consumers\u2019 trust. <\/span>80% of Gen Z and millennials<\/span><\/a> report that an endorsement from a social media influencer would have an impact on them. Further, <\/span>around 70%<\/span><\/a> of teenage YouTube subscribers say that they trust influencer opinions over traditional celebrities. Influencer marketing is very beneficial to undertake as a brand in today\u2019s environment. In the next section, we will go through some more advantages that it brings.<\/span><\/p>\n

Advantages of Influencer Marketing<\/span><\/h2>\n

Here are some of the advantages of influencer marketing:<\/span><\/p>\n