#Opinion

How Are Content Creators Influencing Consumer’s Choice?

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The scope and use of social media has expanded as more and more people become digitalized. Whether it is entertainment, business or news, people look forward to social media for anything and everything. According to a Statista analysis, more than 4.26 billion individuals used social media in 2021, and that number is expected to rise to almost six billion by 2027.

With social media gaining more popularity, content providers have risen to prominence. These innovators have ushered in a new era of marketing and have significant sway over consumers’ purchasing choices. In fact, more and more viewers look up to these creators as a result of their greater relatability and objective viewpoint. According to a survey, 26.7 percent of micro-influencer followers actually made a purchase after reading a post, and 45.4 percent of followers indicated they tried something the influencers had advised. Due to this, brands today are collaborating with more and more influencers in order to target a larger segment of people and create brand awareness. Furthermore, influencer marketing generates not only notoriety for the influencer but also a positive reputation for the brand, resulting in a win-win situation for both parties. But because influencers have such a wide range of followers, brands must determine whether or not their audience includes the brand’s target demographic before choosing the ideal influencer to partner with.

Factors affecting consumer purchase decisions

Brand recognition: 

One of the main benefits that content creators have over brands is that they have a complete understanding of the platform that they are utilizing, which enables them to produce impactful and engaging material that will increase brand awareness. Aside from that, what attracts followers to each influencer is their distinctive representational style. They are adept at building relationships with their audiences through efficient presenting and storytelling techniques, and they can tell the tale of your brand with ease. People would be able to relate to your brand and invest in it as a result of this.

Uninfluenced opinion: 

Content creators are known to provide unbiased, fair reviews of the products and that is what makes them credible in the eyes of the audience. Additionally, they offer a thorough analysis of the product’s usage, worth, and expectations. Overall, they provide a holistic review of the product covering all the key questions that might arise in the minds of consumers and this is something that acts as a key driver in motivating consumers to make a purchase.

Emotional influence:

Consumers confide in content creators because they can relate to them on a personal level. These influencers produce content in the native tongue and dialect of the target audience in order to connect with them more easily and effectively. So, before making a certain product purchase, consumers opt to consider the advice of their favourite influencers, which ultimately influences their choices. Brands, on the other hand, can definitely leverage this to their advantage. It would boost lead generation, improve website traffic, increase revenue, and enhance the overall perception of your brand.

Affordability: 

Adhering to the fact there is a diverse range of following you are catering to, content creators make sure to produce content that appeals to a broad audience. They largely review affordable yet good quality products and services that people following them can easily look up to. Presenting an affordable line of products to the people is what motivates their buying decisions and adds to the following of the concerned creator in return.


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Content creators: Future ahead

There has been a significant increase in the usage of social media over time owing to the fact that people are becoming more digitally sophisticated. This, as a result, has led to content creators taking over and changing the entire marketing landscape. According to industry experts, the market for influencer marketing platforms will expand from 6 billion dollars in 2020 to 24.1 billion dollars by 2025 at a compound annual growth rate of 32.0%. In fact, influencer marketing has proven to be an inventive and effective strategy that engages the public, builds relationships with them, educates them about businesses’ presence and the worth of their products, and ultimately affects their purchasing decisions. Due to this, a larger number of brands can be seen collaborating with influencers by leveraging them to increase customer interest in their products and aim for long-term benefits.

Yulia Aslamova is the Head of Asia at DRIM. The views expressed are the author’s own.