Leveraging social media influencers: Strategies for the Digital Age

Author: Hang Le

In today's technological age, the importance of individuals who influence social media cannot be overlooked. Companies and organisations of various scales and industries utilise these influential figures to promote their goals and products. Nowadays, it is common to see advertisements featuring influencers from both big and small brands, which directly impacts consumers' psychology, especially when the influencer is familiar to them. Therefore, this article will delve into social media influencers, discussing factors organisations should consider when choosing them and exploring the emerging phenomenon of AI-generated influencers.

The rise of social media influencers

First and foremost, it is crucial to comprehend the origins of social media influencers. In reality, this notion has existed for quite some time and has become significantly popular. Initially, influencers were regarded as celebrities and influential figures in traditional media outlets, as highlighted by Riquelme and González-Cantergiani (2016). However, with the advancement of technology, companies are currently seeking ways to maximise the potential of social media, leading to the emergence of the concept of social media influencers. These individuals are referred to as alpha users or early adopters, as they hold significant influence over the social media landscape. They can guide others in their thoughts, ideas, and lifestyles, influencing their social media network to follow them. A prime example of this is Jennie from BlackPink, a prominent individual who has set numerous popular trends such as hair dyeing, ribbon hairstyles, and balletcore fashion throughout the BlackPink world tour (Mae 2023).

Influential individuals use their extensive social media networks and broad influence to initiate and spread communication activities, as well as build strong connections with their audience through interactive online engagement. This has led to companies and brands recognising the value of these influencers and collaborating with them to serve as a link between the brand and customers or the public. As a result of these partnerships, many brands have benefited significantly from the influence of these individuals. For example, Jisoo from BlackPink played a crucial role in rapidly increasing revenue for Dior when she became their brand ambassador. The popularity of these influencers has had a profound impact on consumer behaviour and psychology, as individuals often follow the lead of the influencers they follow.

With the rise of multi-platform social media, social media influencers are no longer limited to just celebrities. Nowadays, individuals who have a significant impact on various areas such as fashion and lifestyle can be considered social media influencers. Simply by having a social media account and being adept at creating engaging content and gaining a certain number of followers, anyone can become a social media influencer.

Choosing the right influencers

Due to the increasing popularity of social media influencers, brands face challenges in selecting the right influencer for their marketing campaigns. Typically, brands use the concept of Social Networking Potential (SNP) to identify potential figures based on the size of a user's network relative to their popularity, visibility, or impact on social media platforms such as Instagram and Twitter (Riquelme & González-Cantergiani, 2016, p. 962). However, calculating the influence of social media figures remains conceptually subjective, even for companies with ample resources, as users are becoming more sophisticated as social media continues to evolve. Many social media users can fake metrics such as likes and followers to appear as influencers, despite having minimal impact on their social network (Cresciet al. 2015).

Additionally, the reputation of influencers must be carefully considered, as there have been cases where companies choose individuals with a large online presence who later become involved in scandals or undesirable situations that could negatively affect the company's image and reputation. Therefore, brands should be cautious when selecting suitable social media influencers.

The emergence of AI-generated influencers

The advancement of AI has played a significant role in communication and media. Virtual figures have become increasingly popular as official influencers for many brands. Using CGI technology, motion capture, and AI tools, these virtual influencers are created, resulting in remarkably lifelike images that can interact with people from a first-person perspective (Nguyen 2023). They are no different from ordinary social media influencers, except that they are not real humans.

One notable AI-generated figure is Lil Miquela, created by the company "Brud" and renowned for her modelling work. She has even appeared in advertisements alongside supermodel Bella Hadid for Calvin Klein. The collaboration between virtual influencers and major brands has sparked curiosity and fascination among many individuals.

The future of the media industry in the digital age - Human or AI influencers?

Therefore, the question that arises for companies in today's technological age is whether to choose human or virtual influencers. This remains a controversial matter as both types of influencers have their advantages and disadvantages. With AI influencers, companies can leverage the technological resources that they possess to create AI influencers, which is a cost-effective alternative to collaborating with existing celebrities. Additionally, virtual influencers have the advantage of not ageing, avoiding real-life scandals, and being able to speak any programmed language. However, virtual influencers are still machines, raising questions about transparency, and they struggle to establish emotional connections with customers, unlike human influencers. This emotional connection has been a significant aspect of the bond between influencers and the public, extending beyond just fame. Therefore, media practitioners and companies seeking to select their influencers should carefully consider multiple factors to make the most appropriate choice.

Reference

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Derwyns (18 January 2023) 'DIOR sales increased 484% after collaborating with BLACKPINK’s Jisoo', Music Mundial, accessed 12 August 2023. https://www.musicmundial.com/en/2021/07/26/dior-sales-blackpinks-jisoo/.

Mae LS (11 April 2023) 'Looking into the emerging fashion trend of 2023: Balletcore', Yahoo! news, accessed 10 August 2023. https://malaysia.news.yahoo.com/looking-emerging-fashion-trend-2023-020003788.html.

Nguyen M (19 September 2023) 'Virtual influencers: meet the AI-generated figures posing as your new online friends – as they try to sell you stuff', The Conversation, accessed 13 August 2023. https://theconversation.com/virtual-influencers-meet-the-ai-generated-figures-posing-as-your-new-online-friends-as-they-try-to-sell-you-stuff-212001.

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