How Social Influencer Marketing Shapes Consumer Behaviors

How Social Influencer Marketing Shapes Consumer Behaviors

To reach more customers, you need to be where they are. Consumers are spending more time on social media, and that’s where most brands need to be.

While you should create engaging profiles and use online ads to drive traffic, there’s another piece of the puzzle you can’t afford to ignore: social influencer marketing. Here’s how social influencers shape consumer behaviors and how to leverage their impact to expand your reach.

What Are Social Influencers?

An influencer has the authority, expertise, or relationships with an audience and can affect their purchasing decisions. Social influencers connect with their fans on social media platforms such as Instagram, YouTube, and TikTok. They have large followings and use their profiles to share content, often promoting products and services they find valuable.

The Impact of Social Influencers

Why are brands clamoring to get social influencers to talk about their products?

61% of consumers trust recommendations from influences, compared with 38% who trust branded social media content. On average, businesses achieve a 520% ROI from influencer marketing. The top 13% of brands generate $20 or more for every dollar spent.

How Social Influencers Impact Consumer Behaviors

Why are social influencers so effective in affecting consumers’ buying decisions?

• They build trust with their followers: Influencers create helpful, engaging, or entertaining content to nurture relationships with their followers, who feel they know the  influencer personally and are, therefore, more likely to trust their recommendations.

• They are experts in their fields: Influencers share their knowledge in specific niches (e.g., fashion, beauty, fitness), and their followers turn to them for advice and recommendations.

• They are authentic and relatable: Most influencers are like their audiences. Their personal journeys resonate with the audience, making their followers think, “If they can succeed with the product, so can I.”

• They create a sense of FOMO (fear of missing out): Social influencers are trendsetters. Their followers don’t want to miss out on the latest products they recommend.

The Inner Workings of Social Influencer Marketing

Here are the psychological principles that make social influencer marketing so powerful:


Social media influencers create valuable and engaging content that’s useful for the audience. As a result of their consistent efforts, they earn the trust of their followers, who are more likely to buy the products and services they recommend.


We tend to say yes to people we like and know — and social influencers check these boxes: They’re often attractive, share similarities with their audiences, and cooperate with others (e.g., brands and other influencers).

Social Proof

People are more likely to buy products with favorable reviews and recommendations. Social influencers provide social proof by demonstrating how they use a product to achieve results and sharing their positive experiences.


Social influencers establish expert status by sharing knowledge, tips, and advice. Also, they provide demos and from-the-trenches views to prove their points. The authoritative positioning makes followers trust their recommendations.


How To Leverage Social Influencer Marketing

You can use these social influencer marketing principles to build brand awareness, draw attention to your products or services, and build trust with your prospects. Also, you can create a community and hold exclusive events with influencers to nurture brand loyalty and improve customer retention.

Influencer marketing helps you leverage the power of social media and community to drive conversions, gain consumer insights, and position your brand as an industry leader. To make the most of its impact, combine it with other marketing channels to keep the audience engaged once they’re introduced to your brand.

Our integrated digital marketing solutions help you coordinate all the moving pieces to build brand awareness and generate leads across customer touchpoints. Get in touch to see how we can help you incorporate social influencer marketing into your strategy.



The news and editorial staff of the Bay Area News Group had no role in this post’s preparation.