Social media influencers are people who have large and often highly engaged audiences across their social media accounts. In a business sense, they leverage their following to influence or persuade the audience to buy products or services.
Globally, brands seek to promote their product or service to a target audience in an authentic and trustworthy manner, however, people trust people, not brands. The purpose of social media influencers is to build a relationship with a targeted audience and recommend products or services to their dedicated following without the consumer feeling the pressure of a corporate brand. Social media influencers have the potential to assist in profit-making but their key focus is to empower a brand’s image amongst a targeted audience often resulting in loyal consumers and therefore repeat purchases.