The Power Of Online Influencing: Navigating The Digital Waves

In today’s digital era, the power of influence has taken on a completely new meaning. Forget billboard advertisements or TV spots – the game has changed and it’s all happening online. Social media has become the new marketplace of ideas, goods, services, and, most importantly, influence.

The world of online influencing has evolved to become an essential part of our daily lives, a force shaping our tastes, behaviours, and decisions. Let’s take a closer look into the captivating world of online influencing and explore the platforms, and people, at the heart of this phenomenon.

Platforms where influencers ‘influence’ their audience

When purchasing items, many people look to their social circle for recommendations and advice. But when it comes to today’s purchasing habits, many are now heavily influenced by online influencers who share their lives on social media.

A survey found that from 2019 – 2022, many respondents bought products because celebrities or influencers advertised them online. In Brazil, China, and India, data shows that influencers currently yield the biggest power over people’s purchasing decisions. The growth of online influencing has at least three platforms that indisputably dominate the conversation: Instagram, TikTok, and YouTube.

With over a billion users, Instagram has long been a favourite for influencers as it provides the opportunity to reach a wide international audience. Its visually-rich format is perfect for promoting a variety of content, from fashion and lifestyle to food and travel.

TikTok, the newcomer, has grown at an incredible rate, with a user base that now competes against Instagram. Its appeal lies in its engaging short-form video content that has especially captivated Generation Z, which now make up over 60% of TikTok users. TikTok’s algorithm also promotes quick and unexpected virality, propelling ordinary people to influencer status overnight.

Influencing on TikTok is not a one-size-fits-all operation. The platform is divided into multiple niches, each creating and driving unique trends. ‘BookTok’ and ‘RunTok’ are prime examples of these niches, where influencers have crafted communities with shared interests. ‘BookTok’ has proved to be so popular with readers that now some bookshops specifically collate collections around books that are trending on the platform.

Meanwhile, YouTube remains the veteran of the group. It provides a platform for longer, in-depth content, allowing creators to build stronger relationships with their audience over time. Its influencers cover a diverse range of topics, including technology, beauty, gaming, and education.

The power of celebrity influence

When it comes to things trending online, all it takes is for one small thing to take off with a celebrity and then everyone is talking about it. Whether celebrities are an ambassador or owner of a brand, promoting an advertisement, or simply just sharing a photo of themselves, online users are fast to jump on board when a celebrity is spotted sharing something.

• In 2022, Gen Z became obsessed with the jellyfish hair trend. It started when Nicole Kidman shared a photo of a magazine shoot with Perfect magazine where she had a crimson jellyfish-style haircut. As with any trend in recent years, it became popular on TikTok and many users were sharing style tips for this unique look.
• In the same year, many celebrities were earning vast sums of money through sharing sponsored posts on Instagram. According to data from Statista, Cristiano Ronaldo had the most expensive influence on Instagram in 2022 with $2.40M per sponsored post. Brands which Ronaldo has pushed on his platform include Clear, the anti-dandruff hair care brand.
• When celebrities become brand ambassadors for companies, they often share the news on their personal social media profiles or are featured by the company they are promoting. In 2021, Shaquille O’Neal became a new brand ambassador for WynnBet, part of Wynn Resorts Limited, and still features on their website homepage and Instagram to promote the brand. Since the gaming app launched it has expanded over the US, with WynnBet entering New York pretty recently.
• As well as promoting other brands and products, celebrities also use social platforms to promote their own brands too. With 385m followers on Instagram, Dwayne Johnson has a large audience to promote his own brands to. For example, on Instagram, he promotes his own Project Rock brand and also his Teremana Tequila brand to his online audience. Johnson also shares content on TikTok too and has often promoted his brands through videos featuring Project Rock clothing and promoting ZOA energy drinks to fuel his workouts.