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Influencers in the Modern Era

24 July 23

Today's forms of marketing and trend formation begin with digital influencers, who have a large following. The career path of becoming an influencer is considered promising as they play a significant role in marketing brands. According to data from IZEA, an online marketplace, 56% of consumers purchase after seeing an influencer's post. This data aligns with insights from the Influencer Marketing Hub page, which claims that the search volume for the term "influencer marketing" on the Google search engine experienced a 465% increase in 2022. Therefore, let’s take a look at who influencers are and their relevance in the modern era.

Traditional Marketing Relevance

An influencer is someone who can influence audiences with comparable interests through the material they offer. Typically, a celebrity comes into play as a traditional influencer. Traditional influencers can include celebrities, athletes, motivators, or public figures whose support appeals to specific audiences due to their unique skills and expertise. Traditional influencers have an extraordinary level of engagement considering their good reputations and existing large audience numbers.  

Maudy Ayunda and Joko Widodo are influential figures in Indonesia, each having a unique impact on their respective domains. Maudy Ayunda, a renowned actress, singer, and activist, has garnered a large following among millennials through her positive energy and focus on self-development. Utilizing her YouTube channel, she shares valuable tips from self-help books, inspiring viewers to step out of their comfort zones and embrace new experiences. As the brand ambassador for CIMB Niaga's "Kejar Mimpi (Chasing Your Dreams)" movement, she goes beyond mere entertainment, captivating online audiences and earning positive reactions from netizens who admire her.

On the other hand, Joko Widodo, also known as Jokowi, holds significant influence as the President of Indonesia. His political decisions and policies shape the nation's course, evoking both praise and criticism from the public. Apart from politics, Jokowi's fashion choices have surprisingly impacted consumer behavior. For instance, when he wore an army green bomber jacket during a press conference, it sparked curiosity and made the brand widely known as the "Jokowi jacket." His personal style preferences and the products he consumes have influenced trends and market demand.

Both Maudy Ayunda and Joko Widodo serve as traditional influencers, albeit in different spheres. Maudy's appeal lies in her ability to inspire personal growth and development among her audience, while Jokowi's influence extends from his political decisions to the consumer choices he inadvertently shapes. Their impact on Indonesian society demonstrates the diverse ways in which influencers can shape and resonate with their respective audiences.

Modern Influencers in the Social Media Era 

With the rise of the digital age, modern influencers offer more effective strategies than traditional influencers. Brands benefit from profitable partnerships with modern influencers due to their low cost, trustworthiness, and accessibility on platforms like Instagram, YouTube, and TikTok. These influencers can reach specific target groups and often engage in various campaigns, such as product reviews, sponsored posts, social media takeovers, and giveaways. 

The number of influencers in Indonesia is growing, including the highly popular beauty industry. Tasya Farasya stands out with 4.2 million YouTube subscribers and 6.2 million Instagram followers. Her impact on the industry has led Luxcrime, an Indonesian makeup brand, to proudly include a 'Tasya Farasya Approved' disclaimer on their compact powder product. The term “Tasya Farasya Approved” became essential for beauty brands as it can add value to their products. Apart from Tasya Farasya, Arief Muhammad is a renowned young businessman and influencer with a large following on social media. He coined the term 'ikoy-ikoyan,' sparking a viral trend that was later adopted by other influencers, who granted random wishes from followers. Besides astounding the audience with his YouTube content, Arief Muhammad also surprised the public with a large billboard featuring the copywriting: 'Ready to be number 1 in Indonesia.' This billboard resembled a politician announcing his candidacy for a national election in Indonesia. However, it was later revealed to be an advertisement for a fashion brand called Preppstudio. Recognized for his impactful branding, Arief was appointed as the Ambassador of Nasi Padang by the Vice Governor of West Sumatra before the establishment of his latest business, Payakumbuah Padangnese Restaurant. As an influential entrepreneur, Arief constantly inspires people with his clever marketing strategy. 

Modern influencers' strengths lie in their expertise on specific products, services, and industry topics. They help brands establish a compelling online presence that resonates with audiences and foster meaningful engagement through interactive and informative content.

Find The Right Influencer For The Brand 

To maximize the effectiveness of brand promotion, it's crucial for brands to carefully select influencers based on their niche, and reach. Influencers who align with the brand's target audience and share similar interests can significantly boost brand awareness: considering follower count, content style, and engagement rate. Brands can start by defining brand needs and marketing objectives, creating a list of suitable influencers, and selecting those with authentic values to enhance campaign effectiveness. By following these steps, brands can create impactful influencer partnerships. Let Milestone guide you on your journey to finding the ideal influencers who will elevate your brand and leave a lasting impression in the hearts of your customers. Partner with us and experience the difference a trusted brand consultant can make in your branding success.