In order to explain the effectiveness of influencer marketing, we can find all our answers in the field of psychology.

Some of the elements that lead young adults to influenced by popular figures are:

• Credibility and social proof: Studies have shown that the credibility of a peer endorser depends on the factors of trustworthiness, expertise, attractiveness, and similarity. In addition to this, a certain number of followers, share and likes will provide a form of social proof.

• Attractiveness: we subconsciously attribute attractive or charismatic people with many other qualities simply because they are good looking.

• Relatability: since influencers are considered “normal” and down-to-heart individuals, the audience can easily relate to them (J. Fastenau, 2018).

• Uses and Gratifications: West and Turner (2010) found out that the use of media among the public is driven by personal motivationl which in turn attains personal fulfillment.
  In particular, cognitive needs in order for social media users to understand and identify a phenomenon. Social media also allow individuals to satisfy users with their emotions that fall under the category of fulfilling affective needs. With social media platforms, users are acknowledged for their status, stability and most importantly their credibility, belonging to the uses and gratifications dimension of personal integrative needs. The use of media content posits belonging for the social network user by fulfilling their social integrative needs in their engagement with others. Social media users are also granted a form of escapism in their media use the uses and gratifications of tension release needs.

• Finally, the use for self-expression through content and activity disclosure using social media platforms often results in positive valence. Users create media content through their contributions, comments and likes (N. L. Khalid, S. Y. Jayasainan, N. Hassim, 2018).

 

However, in order to be credible and relatable, influencers have to be authentic and transparent. This means that they have to be honest and direct when promoting products or services to the audience.