Page 27 - issue_32_en

ﻋ
ELITE Vol.1, Issue 32, June 2021 ﺔﻴﺑﺮ #

people in high positions…etc. However, influencer- - The influencer marketing industry is considerably
marketing through social media quantified the profitable for influencers. Even if not at the
concept of influence. So today, the influencers and beginning, in some cases it can even turn these
the brands collaborating with them use social media influencers into celebrities (highest level of
metrics to detect the success of their collaborations influencers).
and their accounts in general. Thus, it is very likely However, it’s the social implications that mostly
that you hear of or even use terms as: reach, cause the contradiction in opinions about its benefits
impressions, engagement, leads and others that for all the involved parties. For example:
refer to metrics used in the field of digital marketing. -The extent of influence that any of these
So, the measure of influence was converted from influencers can have can be risky; a negative review
observed rising trends, copied styles of famous can cost a business a lot, a bad recommendation can
people or public opinion -which would take time to cost influencers their whole career. And as for
article title some campaigns can be really
detect- to on the spot calculated numbers. Adding to consumers,
that, the switch in the way influencers interact with misleading.
and influence people; Previously they had to make -Another downside is the involvement of personal
public appearance, interviews and ad campaigns, but life in this industry. In most cases, establishing a high
now in a much easier way: Posts on social media can level of trust can develop an interest in personal life,
do the job. opinions, and activities. This has been already made

Is The Growing Influencer-Marketing Industry clear by the fact that these accounts are personal ones
Beneficial? based on the personal identity of such influencer. So
Whether social media influencers are actually an unfavorable personal opinion that costs the
affecting us in a positive or negative way is still a influencer their popularity -even if not forever- can
debate depending on your perspective, yet speaking still be more difficult to recover from since they can’t
in terms of facts, this industry is yielding profits to just rebrand or re-establish a new identity unlike
some groups: what any brand would do in a similar case.
-Businesses/Brands found a new highly revenue- Finally, the ones with a large number of followers
generating marketing channel -which some even are sometimes pressured by them to make a stance
devote a separate budget for- and these rising sales towards pressing issues (political, social…etc.)
are mainly driven by the trust of consumers in the because for people: “They gained the power to
influencer promoting this business/brand and thus INFLUENCE.”
increasing brand awareness and boosting its
reputation. In addition they are now able to better
reach their target group by choosing an influencer
in a field relevant to their services/products. Thus,

they guarantee that their campaign would be seen by
people who are already interested in them giving
higher probability of sales.
-A growing stream of platforms and agencies are
making use of the already established relationship
between businesses/brands and influencers, acting as
mediators and developing in this process as well the
usual form of agencies to social media-oriented one
that fits the new context.
-

26