THE ONLINE INFLUENCER

 A position that holds a diverse set of qualities and attributes is that of an online influencer. An influencer is someone who has built up their credibility and audience to the point that people are listening and engaging in what that influencer is putting out. Some look to them for lifestyle choices, products to buy, places to travel, health and fitness, etc, while others simply value their opinions and advice. With the advancement of the internet, influencers have been gaining greater popularity and therefore can have the power to impact another individual's buying decision on a product or service due to their status and the relationship built with his or her followers. Oftentimes, online influencers are used as marketing strategies for companies to increase sales among buyers. An example of this is David Dobrik, who was sponsored by Shutterfly, which in turn increased their revenue since David was bringing it to his audience's attention. Over the past decade, online influencers have become one of the most effective ways for companies to reach a target audience in the advertising world. A key element every online influencer must build is trust between them and their followers.

Comparing two online influencers in today’s society.

Social media influencer, James Charles, is a 21-year-old makeup artist, who has made a strong impact on not only the beauty community but the world as a whole. Charles got his big break when he was nominated as the first-ever male ambassador for the CoverGirl makeup brand. Shortly after this time, Charles chose to create his youtube channel, which quickly became a success. Charles uses his platform to post challenges, collaboration, reviews, and life updates. All of Charles' social media platforms are highly active and are used as an outlet to connect with his followers. The social media networks Charles is most present on are Youtube, Instagram, Twitter, and Snapchat. In the past couple of years, Charles has designed and developed his own clothing line, Sisters Apparel, and has partnered with Morphe Cosmetics multiple times to create a variety of different makeup products and tools.

Krista Horton is a well-known parenting blogger, who has documented her life through both her blog and Instagram. The type of content Horton produces to the public provides an insight into her journeys in the world. Horton's platform allows her the opportunity to share content involving parenting, pregnancy, and fashion. She is mostly known for inspiring others and being transparent through the trials and tribulations of raising a family. Her daily posts consist of twinning with her small daughter and constant Instagram stories of her 3 children. Due to the impact, Horton has on her followers, a variety of different brands offer her a discount code for people to use at checkout.

Although these two online influencers serve different purposes on social media, their main goals are to reach a specific target audience and change their perception on a variety of topics. Without online influencers; who would help guide our life decisions? Is it possible for people nowadays to make their own choices without any influence? I guess we will never know.

LINK 1: https://influencermarketinghub.com/what-is-an-influencer/

LINK 2: https://history-biography.com/james-charles/

LINK 3: https://www.kristahorton.com/