The year is 1998. As you flip through a magazine, you spot a perfume advert featuring your absolute favourite supermodel and you find yourself pondering, “I wonder what she’s doing right now” or even “I wonder if she’s ever actually used this product”?

Fast forward 20+ years, you’re scrolling through your Instagram feed and you spot your favourite supermodel. She’s streaming a live video of all her preferred brands for the season, from Clinique’s latest perfume to that super cute Givenchy duffel. You can post comments, shop the products instantly and even see minute-by-minute updates of what they’re up to with their day.

Which scenario would you find more compelling as a consumer? Because, either way, 2020 influencer marketing statistics confirm that most prefer engaging with the latter!

This is because social media influencers can really get inside the heads and hearts of customers. Suddenly a product isn’t just something that a brand who wants your money “says” you should buy. It’s now the preferred product of someone you admire and feel emotionally connected to on a day-to-day basis. Not surprising, as you can follow their careers, vacations, special occasions and aspirations daily. As a marketing tactic, this is a powerful tool and can absolutely trigger emotional buying habits.

To be fair, this doesn’t just apply to supermodels and celebrities. In the fast-paced world of social media, these influencers can more often than not also be everyday people who have a passion and aren’t afraid to tell the world about it. Whether that be cooking, beauty, fashion, comedy, dancing or gaming, influencer marketing possibilities are endless.