Before media went digital, advertising in traditional media depended on broadcasts on TV, movies, or popular sports organizations. That changed when social media entered our lives.
Day by day, traditional media lost its appeal and evolved into social media. Channels like Facebook, Twitter, Instagram, Youtube or tictoc became the main channels through which we receive information, news or entertain ourselves. This new world began to create its own celebrities. There were many different areas where they could lead another industry with the posts they published on these channels. The growing number of followers attracted brands because these people have the potential to advertise to their followers.
Unlike advertising in traditional media, advice from a celebrity in a particular field is perceived as more trustworthy and reliable. An emotional relationship between the user and the celebrity could be one of the reasons.
A high number of followers gives the impression that the celebrity always makes the best decision, since a high number of followers is usually considered a success in real life.
People who follow a celebrity in a certain field or topic are particularly interested in a certain industry. For example, if you follow a celebrity who is considered an expert on vine, the Vine advice you receive will be very important and effective in choosing a vine brand for a special dinner or night out. In another example, the advice from famous foodies can become very important when you are choosing a restaurant to stay at for the weekend. Because of these influencer opportunities, many influencers can make special arrangements with marketplaces to post on their social accounts. Increasing sales of products promoted by an influencer are key to this new type of advertising model.