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Life

The Power of Social Media Influencers

The opinions expressed in this article are the writer’s own and do not reflect the views of Her Campus.
This article is written by a student writer from the Her Campus at York U chapter.

Social media influencers have emerged as powerful figures shaping trends, opinions, and even societal values. Platforms like Instagram, TikTok, and YouTube boasting billions of users, influencers can connect with diverse audiences and create a sense of community that traditional advertising often lacks. 

One reason social media influencers are so powerful is because they are seen as genuine. Unlike traditional celebrities who often feel distant or out of reach, influencers share personal parts of their lives, whether it’s their struggles, triumphs, or daily routines. This openness makes followers trust them more. When an influencer recommends a product, it feels like a suggestion from a friend, than a company advertisement. People are more likely to buy products from brands they see recommended by someone they admire and feel they can relate to.

Another reason influencers have a big impact is because they often focus on specific interests. Some might focus on makeup, while others focus on cooking, gaming, or fitness. By sharing detailed tips, advice, and recommendations in these areas, influencers build communities of followers with shared interests. For brands, this is very valuable, because it allows them to reach specific audiences who are more likely to be interested in their products. For example,  if an influencer is known for fitness advice, for example, their followers are probably more interested in health products or gym gear.

Influencers also have a strong impact on trends and ideas. They can promote new fashion trends, spread awareness about mental health, or support social causes. Some influencers use their platforms to discuss issues like climate change or mental health, educating their followers and encouraging positive actions. During major social movements, influencers play an important role in spreading awareness, providing information, and inspiring people to get involved.

However, the power of influencers can have a downside. Some influencers might promote products they don’t use or believe in, simply for the money. This can make it hard for followers to tell if they’re being genuine or if they’re  promoting for the money. There’s also the risk of influencers creating unrealistic standards, by showing only the “perfect” moments of their lives. This can make followers, especially young people,  feel pressured or unhappy about their own lives when they compare themselves to these often carefully curated images.

Despite these concerns, social media influencers continue to grow in popularity. Many influencers are  expanding their careers by launching their  brands or collaborating with well-known companies. Their power lies in their ability to connect directly with audiences, making them essential to today’s marketing and online communities. In a world that values authenticity and connection, influencers play an important role by offering relatable advice, recommendations, and insights into modern life.

In short, social media influencers strongly impact what people buy, what they care about, and even how they see themselves. Their influence goes beyond products, shaping opinions, lifestyles, and conversations in ways that feel personal and immediate to their followers.

Janki Rabadiya is a junior editorwriter at the Her Campus at York University. She loves expressing her thoughts, opinions, and feelings through writing. In addition to her editorial pursuits, Janki is a dedicated third-year student majoring in kinesiology and health sciences, demonstrating her commitment to understanding the human body and promoting wellness. Janki's enthusiasm for education and innovation extends beyond her campus roles. As a part-time robotics coach for youngsters aged 7-14, she delves into the realm of STEM education, igniting the spark of curiosity and creativity in the young minds she mentors. In her free time, she enjoys hiking, drawing, and trying new food/coffee shops with her friends and family. She also loves trying new challenging work-outs and part taking in competitive sports such as volleyball and basketball.