Redefining Reach: The Impact of Influencer Marketing

Public relations has long been centered on strategically shaping public behavior and perceptions. The rise of social media has turned influencing and inspiring audiences into a career.  Influencer marketing is defined by the Public Relations Society of America as “a strategy that connects brands to a credible individual within a niche community with an engaged and large following.”  As the need for community on social media continues, influencer marketing will only become more relevant in public relations.

Tying an influencer to a brand allows people to see the brand in a way that traditional paid media cannot provide. When used correctly, it is a unique opportunity for a brand’s identity and values to be displayed. People feel a sense of connection to their favorite influencers, and this creates positive feelings toward the brands that those influencers promote. Using influencers leverages the community that the influencer has already built to assist in selling a brand. 

From sunglasses to the revival of ballet flats, if Lily Sisto posts in a brand, I am sold. Her posts directly influence my buying decisions. When she posts in a brand, it communicates the brand’s image through the power of storytelling. Instead of aimlessly shopping, I find myself checking her account for inspiration for where to shop.

However, successful influencer marketing requires meticulous planning. Each influencer has a niche community of followers, characterized by specific demographics, tastes, and personalities. Brands must thoroughly research potential influencers to ensure alignment with their target audience. 

Reflecting on my shift in purchasing behavior, I recognize the significance of staying informed about influencer marketing trends for the future of public relations. Professionals in the field must continuously adapt to the changes in this realm, as influencer marketing is essential for brands to stay relevant and foster relationships in the modern PR landscape. 

Public Relations Society of America. (n.d.). The power of influencer marketing. PRSA. Retrieved from https://www.prsa.org. 

McKinsey & Company. (n.d.). What is influencer marketing? McKinsey & Company. Retrieved from https://www.mckinsey.com.