The Rise of Social Media Influencers

With the rise of ad blockers, decline in radio and TV viewership, and spikes in billboard prices, influencer marketing (IM) has become the most effective form of advertising.

Having already grown significantly during 2016 and 2017, IM is expected to keep growing during 2018, especially given the constant release of new features in social media platforms.

Even though some experts do not see television dying out in the short run, social media gurus, market researchers, marketing executives and advertising experts interviewed for this piece all agree on one thing: IM is here to stay, and it has taken a significant chunk of the advertising pie.

“Influencer marketing is growing at a very fast rate and there is more money being invested in the sector than ever before. This is because influencer marketing is significantly cheaper than celebrity marketing or renting out a billboard. It is more cost-effective and you [the selling company] get more in return for your money. It can target the intended audience better and quicker and is also more realistic,” explains Aly Osman, co-founder of the marketing firm the influencers.