In today’s digital days, social media platforms have been popping up here and there. People from all walks of life use these platforms to further reach a certain kind of audience. Business owners, beauty gurus, and other influencers are seen being active in these platforms to create and expand their brand.
Vivien Models manager Catherine McGill states that brands now have started refusing models that have a 10,000 or less follower count on Instagram. While it was a controversial revelation for most people, it only explains why social media stars-turned-models Gigi Hadid and Kendall Jenner have experienced a rise in the fashion industry due to their follower base on social media.
What is the Kendall Jenner Effect?
As part of the most talked family on television, it is without a doubt that Kendall Jenner would eventually reach her own success in no time. In 2015, she was considered one of the highest paid models in the fashion industry. She graced a number of Vogue covers and became a part of several campaigns for big designers. This fast climb to the top was not only due to her family background but also to her built-in following on various social media platforms – this is the Kendall Jenner Effect.
Other models like Gigi Hadid, Cara Delevigne, Karlie Kloss, and Martha Hunt also fall under this category. These are the top models in the industry. You will never fail to see pictures of them around social media. Tabloids love seeing supermodels together! Truly, models are slowly becoming part of the celebrity circle.
The Power of Social Media Influencers
Just in case you have missed it, social media influencers, including Kendall Jenner and Gigi Hadid, have taken over the world.
Here are a few facts for you:
- The phrase “influencer marketing” has jumped up on Google search; a 325% increase in 2017.
- For every dollar a brand or marketer spends on a social media influencer marketing, there is an evident increase in media value with an average of $7.65 in 2017.
- Brands invested an average of $25,000 to $50,000 into several influencer campaigns in 2017. There is an expected increase of this budget over the succeeding years.
- Instagram is considered as the biggest platform for social media influencers. There was an average number of 12.9 million brand sponsored influencer posts in 2017.
Why Do Social Media Influencers Have So Much Effect?
In 2019, experts are predicting an increase in the number of all the things mentioned above. However, one would ask why these social media influencers have so much effect on the people across the globe.
It is without a doubt that consumer behavior is closely tied to cognitive biases. Social media influencers provide credibility as well as social proof for brands who are marketing any of their specific products. Individuals are more trusting of companies whose products are seen being used by other people.
If you think about it, a cook has more authority over the brand of food used. This authoritative position is further enhanced by social media platforms through one’s number of followers, likes, and shares.
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