The Creator Economy: Influencers Rise as Traditional Paid Media Falls

The era of 30 second TV ads is over. Influencers are where the marketing money needs to be spent. 

@alix_earle on Instagram

Influencer marketing allows for a more targeted approach to consumers, which generates more brand loyalty and ROI. Unlike typical TV advertisements, influencers post content that feels more personable and uses the tactic of ‘word of mouth’ advertising. When viewers watch content from their favorite influencers they feels as if they're on a FaceTime call with their best friend who is showing them the new mascara they just bought and love. The content feels less forced than traditional paid media and allows for viewers to hear from a trusted source. 

Alix Earle is a great example of influencer marketing being worth the spend. Alix Earle gained her following when she was a student at the University of Miami by making ‘Get Ready With Me’ TikToks. Earle’s ability to come across as a genuine friend allows her to create a strong connection with her followers.

One of Earle's strengths involves being authentic and speaking up about her struggles with acne and anxiety. She knows her demographic of young women very well and understands that they want someone to relate to. Through creating this unbreakable bond with her followers, Earle has been able to sell out products after making a quick video about them. The ‘Alix Earle Effect’ is real and it’s not going away anytime soon. 

Overall, influencers have an ability to connect with a niche group of consumers in a way that typical advertisements can’t. Through trusted storytelling and a familiar voice, creators are changing the way products are being marketed. If a brand is not investing in the creator economy, it will fall behind.