Marketing is always evolving. From print and direct mail to radio and TV, marketers will always find a way to generate a need.

Never have we seen such a transformation in marketing communication methods as we're seeing today. And it's all because of the Internet.

One such transformation in the digital landscape is influencer marketing. Uploading content to social media is no longer a hobbyist activity.

Generating content and increasing engagement creates an uplift in subscribers. Since the monetisation of social media platforms, there’s even more social media presence and a lot of money available.

Where influencing began

The tale started when the video sharing platform Vine was launched in 2013. Its format of short viral clips saw creators waking up to bucket loads of views and followers.

Unfortunately for Vine though, the lack of monetisation meant content creators turned their attention to other platforms like YouTube, Facebook and Instagram. This was the beginning of the end for Vine.

Since then, the social media influencer has thrived. Becoming somebody with clout. Someone people can relate to and trust. Plus, the increase in social media traffic and ecommerce has moved the dial from company-centric to consumer-centric, giving more power to the influencers.

From gaming and tech, to health, leisure and to luxury, social influencers are present in every market. Their reach transcended what traditional marketing methods could only dream of.

They’ve changed the way people view brands. Influencers can be well-known celebrities or even teen sensations like Kyle Jackson with 4.7M followers.

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5 most popular Instagram influencers

  • Lele Pons: 44M followers
  • nusr_et. 35.6M followers
  • Dan Bilzerian: 32.4M followers
  • Amanda Cerny: 24.8M followers
  • Zach King: 24.3M followers
Kyle Jackson 
Gaming sensation Kyle Jackson has 4 million followers. Image source: DotEsports

Social media influencer marketing is now mainstream. Since 2016 its market size has increased by 50% with a market value of over £8 billion.

From ordinary people uploading content back in the day, to micro influencers and global social media stars, influencing is no longer a fad. It’s not ridiculed. It has become a profession that’s defining a generation.

In fact, millennials trust influencers more than other celebrities. And over 80% of Gen Z and millennials regard authenticity as a driving factor to conversion.

With technology constantly improving, like augmented reality, our exposure to new influencing techniques will broaden. But it doesn’t stop there. As we enter the Metaverse era it won't be too long before avatar influencers become a mainstay of our digital interactions.

Working with Codehouse

We’ve been building exceptional digital experiences for over 15 years. Our knowledge and experience of technologies will help you better connect with your audience. If you have a project in the pipeline, get in touch and talk to our experts.