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.
Think what you see, or more accurately, what you don’t see them 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.
But 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 it create trust.
People trust them because watching their content creates customer rapport and leads to purchases.
The reason why the golden age of influences is ending is for two primary reasons.
It only takes 1000 followers to make somebody famous within their community.
The second reason the influencer is dying is that influences no longer connect to the audience they originally built.
Successful influences like Logan Paul and Jake Paul, as well as many others, have become millionaires and massively financially successful and can no longer relate to their target audience.
An individual with a crappy camera creating content from the comfort of their own home makes recommendations about a particular product that is more reliable across the individual, giving the impression of being more down-to-earth and in touch with their audience than a millionaire in their luxury home.
There’s nothing wrong with being rich and advancing up the social ladder; however, those individuals quickly become disconnected from the average user and start to make sales content through marketing agencies and sponsorships that no longer is what the audience wants or is something that is a lousy product that damages the ability for the influences to influenced purchasing decisions because of influences damaging consumer confidence.
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