Social Media Influencers and the Diffusion of Innovation

It is almost impossible to scroll through Facebook or Instagram without coming across a post from a social media influencer. What was once a hobby for people has now become a full time job, but with that change there have been many challenges for companies, influencers, and the public.

Today, social media influencers are made to be early adopters of products. Companies will send them new, innovative products to use and review. Followers will see these new products and purchase them, or the influencer will post a review, encouraging the followers to get this exciting product. The types of social media influencers range: beauty, fashion, fitness, technology, home décor, you name it, there is probably an influencer for it.

Unlike in the past when it was the job of mass media to get the word out about products, you often see influencers taking on that role as well, especially when it comes to smaller companies who do not want to pay for a commercial and someone to give the product a glowing review. Instead influencers announce product launches and review the product at the same time. This is good for both the companies and the consumers. Companies then do not have to wait and see if the traditional, mass media launch is going to go well, they know that the influencer’s followers will buy the product. The consumers do not have to wait for other reviews to come out about a product, they find out about the launch and the product at the same time!

Opinion leadership is the best way to actually get the public to buy in to an innovation. A company may have the most commercials on Hulu, but that will not make a person buy their product. Word of mouth is so important! No one wants to spend money on something that they don’t know will work. Social media influencers are not only spreading the word about products, but they are creating social proof, and in most cases, are seen as “authority figures”. 

Social proof is, in my opinion, the best way to influence someone. It is what the entirety of social media influencers are based on. The theory of social proof basically says that a person in more likely to go along with something, be it a product or a thought, if people they know are doing the same. So, how does this relate to influencers? Well, influencers don’t call the people who watch their videos or like their posts “followers” or “subscribers,” they are friends. Wouldn’t you take your friend’s opinion to heart?  Not only are these influencers seen as friends, but also as an authority figure on a particular topic. Take, for example, a fitness blogger/YouTuber/Instagram influencer. This person could have absolutely no experience as a personal trainer or nutritionist, but because they go to the gym a lot and look extremely fit, people will buy the products that they support. Is this 100% ethical? Maybe not, but it works!

Long story short, social media influencers have become extremely important in the last few years.  Thousands of people make a living off of posting sponsored content on blogs, YouTube, and Instagram, and many, many more use the same platforms for supplemental income. These influencers are so effective because they are “authorities” who use social proof to get consumers to buy products. They have caused the way we have historically released and adopted new products and practices to shift. Now influences announce products and sales, and post product reviews all in one post!