As millennials, we spend a lot of time on social media. From keeping up with our friends and family to following our favorite brands, we are exposed to hundreds of products and images each and everyday. However, a recent trend has been appearing on our social platforms that allows brands to break through the clutter and highlight their products in a new light.



Influencer marketing has been the buzzword of 2018. Seen everywhere from Snapchat to Instagram and even Facebook. An influencer can be defined as someone who has built a loyal following across social media and influencer marketing focuses on using that key influencer to drive a brand message.Compared to marketing directly to an audience, with influencer marketing, a brand works to inspire, hire, or even pay, influencers to get the word out.
Although influencer marketing has really started to take off now, it would be absurd to say that it is just now becoming a commonality. Influencer marketing has been around for numerous years now in the social scene. According to Altimeter Group’s “State of Social Business Study” in 2015, 35% of social media professionals defined their usage of social media influencers at a mature stage while only 14% had no plans of using it in their social strategies.
Just through a quick scroll of the Instagram feed, it’s inevitable to realize just how common this form of marketing is becoming. Influencers, regardless of how big or small they may seem, are still finding ways to become voices for these brands. Whether that be a Kardashian making nearly one million dollars off of an instagram post, or a contestant from the “Bachelor” series advertising gummies that help with “hair health”. It just goes on to say that this trend will not be going away soon and advertising markets will continue to find ways to incorporate their products through influencers.
As this trend continues to grow, brands in the rural space can grab ahold of this opportunity and continue to use it to market to their audience. Realistically, it’s likely that we’ll see brands involved with outdoor activities, clothing lines and equipment becoming more relevant in this influencer marketing field. A few examples of this can be seen even in my (Mariah’s) personal experience. Friends who have made a living in the rural scene have become influencers for other rural brands promoting their products and sharing with their followers, such as myself.
With thoughtful consideration and research, brands can use influencer marketing and make their business boom. Influencers help leverage the reach of the brand, increase credibility and create a community around your brand or product. In the end, it results in awareness, enhanced perception and, ultimately, action.