Member-only story
The Golden Age of Influencer Marketing is Ending
Marketing aims to sell goods and services to companies’ target audiences, which could be the primary customer base.
They do this traditionally through TV ads, radio, posters, billboards and celebrity sponsorships; a good example is national sports teams.
This method became less successful because customers tuned out the daily marketing they were bombarded with.
Please think about what you see, or more accurately, what you don’t see when going through any high street.
We are surrounded by products trying to be marketed to individuals, but the market become so saturated with advertisements that we no longer notice their existence.
However, this provided a market opportunity for a new kind of celebrity to influence customers’ buying choices by creating trust between influencers like the Kardashians and Joe Rogan, who created the Joe Rogan Experience Podcast.
These people became financially successful from advertisements because they built an audience. The trust they established with their viewers provided a great opportunity to sell products.
People tend to make purchasing choices due to being influenced by people they trust, which is what influences do to create trust.
