People are naturally used to following somebody, looking up to those who are more successful and live “better” lives. That’s why social media influencers manage to gain such popularity. Marketers, on the other hand, figured out how to use this to their advantage. In fact, each $1 spent on influencer marketing brings on average $5 of income.
With time, however, many bloggers evolved into influencers because their lifestyle or ideas directly impacted their audience. Social media celebs seemed more like you and me since they were closer to real people, hence their level of trust exceeded traditional media such as TV.