They're Commercials In Disguise: Influencer Marketing

It is often hard to recognize it, although a lot of what we scroll past on social media every day is advertising. Influencers who post “get ready with me” videos, morning and night routines, product reviews, shoutouts that often feel real and casual. But what doesn’t feel like a regular commercial on TV is still marketing. They are commercials just disguised. The difference is that it isn’t an obvious ad, as it is hidden in content that we enjoy watching.  

That is why influencer marketing works, as it does not feel like you are being sold something. It is easy and a habit for most people to ignore or skip a commercial that plays on television. However, when someone you follow or a well-known influencer uses a product casually in a video, it feels more like a recommendation rather than an ad. The tone is relaxed, it feels real, and comes across as advice from a friend. 

This is also where it can get difficult from a public relations standpoint. Even when influencers use hashtags, they are easily overlooked. As viewers have built a connection with their audience, people tend to trust them more than regular advertisements. That makes PR professionals’ jobs very important as they need to be honest and clear while striving to keep things natural. 

Influencer marketing is a clear representation of how much advertising has changed. It is less about interrupting people and more focused on blending in with what they are already engaging in. Brands are looking to feel more a part of everyday life. Although advertising looks different now, the goal to persuade people still stands. The difference is that it has become more difficult to tell when you’re being advertised to.