Social media influencers have taken the world by storm. Perhaps you have heard of them because of Kylie Jenner or Olivia Jade. Both are social media celebrities with more than a million followers on Instagram.

But, what exactly is a social media influencer? A social media influencer is someone who has established industry credibility through one of these applications. They generally have access to a large audience because of their following on platforms such as Instagram, Facebook, Twitter and Snapchat.

It is important to note that being an influencer is relative. There is not a certain number of followers that denotes when someone becomes a social media influencer. From high school students who are followed by a large majority of their classmates, to college professors and celebrities, an influencer

So why are they important?

They are important because they provide brands with access to Millennials, one of the largest groups of consumers. Millennials have grown up in a world of technology where information has been readily available at a touch of a button. This means that this group is experienced at doing research and finding a truth on the internet. As a result, one of this group’s most prominent traits is their desire for authenticity. Influencers have provided a way to do just that.

As influencers build their following through their images, videos and posts on social media, they also build trust and a line of communication with their followers, becoming a more authentic image. This is key because followers of these individuals are more likely to take action from an influencer recommendation than a traditional advertisement.

That trust and line of communication with followers illustrate why influencers have become a part of many marketing strategies to reach Millennials on social media platforms.

Below are three things to keep in mind when considering an influencer.

1. Your target audience.Social media influencers are available in all different industries. From fitness and food to technology and video games, be sure to find an influencer whose message will resonate with your desired audience.
2. Location. Location. Location.Social media can be accessed from around the world. Be sure that your influencer is reaching an audience in your desired geographic area.
3. Budget.Prices to secure an influencer can range from $200 to upwards of $500,000 for influencers. Consider that those who might have the most meaningful delivery to your target audience might be those with more humble followings and a more affordable rate.

About Andie Mirabal

Andie Mirabal is the Director at The Garrity Group. She is a visual media enthusiast with a love for telling stories. To learn more about Andie, click here.

Published May 23, 2019