If done correctly, direct advertisement is not dead, but the concept has changed dramatically. Originally, this was an accurate and efficient way to connect with consumers and establish trust through accessible channels of media. However, the demand for trust is no longer insistent.

The demand for connection continues to grow. Consumers are more likely to resonate with a brand or product that directly appeals to them. In unison with this new demand, there is a growing lack of trust associated with direct advertisement. So, if there is no trust, than what is there? Influencers. 

Digital personalties have tapped into a lucrative market segment that a growing populations identifies with and trusts. How are brands promoting themselves? Who cares. Who is promoting these brands? Now thats important. If you have ever scrolled through your Instagram feed, you have seen more commonly celebrity promotions and paid partnerships with brands that are often followed by a hashtag ad.

The equation is simple. The bigger the idol + the bigger the following = the bigger the reach and audience exposure to said brand. 

Realistically, the only brands that can afford these personalities are already established. But, keep in mind that in our celebrity idolizing society, there are millions of people who are on social media aspiring to generate a mass following and follow in the footsteps of household names. 

These amateur starlets are placed on minimal pedestals, but they have impressive reaches. And thus, the creation of micro-influencing is born. These influencers generally appeal to niche audiences as opposed to the wide appeal of a celebrity, however this enables sponsored content and promotions on a lesser scale. 

Social media allows for users to feel a connection with people they don't know and vicariously live through their published luxurious lifestyles. By advertising brands, they are personalized, tapping into followers beliefs and morals. 

Influencer marketing is by no means new, but it has opened up a new realm of opportunities for marketers. It is also more convenient in reference to traditional marketing that can be more costly and inefficient. What it comes down to is that anyone who has reach, credibility, and a sales presence can be an influencer.

Whenever consumers make the conscious decision to make a purchase that involves a product or service that is unproven, we are seeking some kind of proof or assurance that it will be of quality and a good experience. This is why we rely on what other people say about it.

The market will continue to expand exponentially as it is expected to reach $10 billion in worth in the year 2020. Conclusively, influential marketing is in the best interest for any business that is looking to grow.