Media Influencers In Pakistan
Faieez Sohail
2k18/MC/45
Over the last decade, social media
has played a massive role in everyone’s life. Social media services were
introduced as simple platforms to stay connected. However, slowly these
applications became more than that, where people found a place to voice their
ideas, opinions and beliefs. As the phenomenon of social media grew, people
began to realize various ways in which they can utilize this platform, and on
the forefront were the social media influencers. Some major platforms for these
influencers include Facebook, Twitter and Instagram, among which Instagram
remains the biggest platform.
Instagram has grown into a social
media staple where people have become celebrities in the matter of weeks. These
people were later termed as "social media influencers". These
influencers are not only a source of inspiration to their followers but have
also become critical to businesses and brands on creating a good online repute.
“Social media influencers (SMIs) represent a new type of independent third
party endorser who shape audience attitudes through blogs, tweets, and the use
of other social media” .
Any person can become a famous
influencer by building a following around his/her passion. The main
characteristic of an influencer is to be an expert in a particular subject or
industry. Through the platform, influencers are able to create a space where
their followers can interact with them as well as voice their concerns. An
influencer knows how to respond to such concerns through his/her content.
A social media influencer does not
exist only to advertise for other companies. Instead, influencers have
introduced the concept of self-branding where they work on creating an image
that people find relatable. The more an influencer is credible and authentic,
the more people will follow him/her.
Every influencer produces different
content. From blogging about food and updating the people about the latest
fashion trends to giving people fitness tips, these influencers have found a
way to reach a wider audience and communicate with them. Some of the
influencers have become as famous as celebrities, leading them to use their
name to create their own products and sell them. For instance, a famous
Youtuber Irfan Junejo collaborted with a well known clothing brand, Zelbury, to
launch his own line of limited merchandise that sold out soon after it's launch
because of Junejo's clout. The image of these influencers depends on their
relationship with their audience which they build through years. Doing so takes
time and energy, which is why being an influencer can be turned into a full
time job that can generate a decent amount of money.
Influencers play a huge role in a
content marketing strategy. People have started to turn towards online
recommendations instead of self-promotions by brands, which has created an
opportunity for influencers. Due to their massive reach, influencers have the
power to boost brand awareness. Well-known brands as well as startups are
putting their faith in famous influencers to advertise their product in a creative
way that can grab the interest of the consumer. This can be achieved either by
paying these influencers or collaborating with them.
A few years ago influencers were not
given the due importance, but lately, they have gained the limelight they
deserve. People have come to realize the impact they can have on a larger
scale. Influencers have begun to act as representatives on multiple forums. [ put this para at start] Recently in Pakistan, the Prime Minister met with the top social media
influencers to relay his message to the Pakistani youth, a large chunk of which
follows these celebrities.
The inability to see social media
influencers for their potential has quickly changed over the last few years.
Influencers have the power to change people’s perceptions through their own
expertise and the world is ready to make use of their influence.
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