Influencers: Branding in the Digital Age
Posted on Jun. 12, 2025 / Subscribe 0
In today’s digital age, companies are fighting to stay relevant to consumers, particularly Generation Z and millennials. Social media, mainly platforms like TikTok and Instagram, has changed the way that consumers not only view content but companies.
To stay relevant, we have seen a shift in the way that companies market their products, notably through the use of influencer marketing. What effect does this have on branding for a company and how can companies leverage this for their benefit?
Niche Audiences
Each influencer, no matter the size of their platform, has created a specific brand for their content. This helps define their niche, increase engagement with followers and provides insight to the types of products or companies that they support. This is particularly helpful for companies looking to align their message with a target audience. By doing this, they can create recognition for their brand and likeness.
Strategy
Although it may seem easy to choose an influencer to work with, there are many factors that play into this decision. A company would need to consider the type of product that they want to share with the influencer’s audience. For example, if a makeup company was looking to connect with an influencer it would be important to understand what they are known for. Do they have flawless skin or are they more well known for their lip combos? It is important that a company is able to align with an influencer in the branding that they have created for themselves. It is also common that beauty influencers have collaborations with makeup brands or create a beauty line themselves. This impacts the company’s ability to connect with an audience and create an authentic relationship. Understanding these factors can help a company not only increase engagement but also create alignment with their branding.
The Risk
Just as there is risk in choosing one actor over another for a Super Bowl commercial spot, there is risk in working with influencers. Oftentimes, these are young adults who gained a following rather quickly. This can mean that they are inexperienced or even the possibility of a controversial past. This can have serious repercussions on the image a company has created for itself. Choosing to align your company with an influencer is a decision that should be thoughtfully made.
The Reward
As the name suggests, influencers have an ability to influence their followers on products, clothes, restaurants and more. Within the past year 70% of major companies have used influencer marketing, according to Forbes. If a company is able to align themselves with an influencer by creating an authentic and genuine relationship, they can create a positive relationship with followers and in turn create consumers.
Allison Gavagan is a rising junior at Oakland University studying Public Relations & Advertising and Psychology. She is the current intern at PRSA Detroit and OUWB.
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