Why Influencers Feel Like Friends: And Why That’s The Point!
Whether people realize it or not, we watch and follow along with influencers each and every day. From sports influencers, to beauty influencers, to food influencers and more, they are constantly (and consistently) on our feed filling us with different information. So, how do these influencers connect with us on a deeper level than the average celebrity? Let’s talk about it!
Social media influencers in particular attempt to develop what’s called “parasocial relationships” with their audience online. What is a parasocial relationship you might ask? A parasocial relationship is a one-sided relationship in which someone develops a strong sense of personal connection with someone that they don’t actually know and have probably never even met. This is a strange concept to think about at first but is actually so much more common than most realize. So, how do influencers even build these types of relationships with their followers? Through storytelling, consistency, authenticity, and self-disclosure. Oftentimes, influencers will review a brand’s product through a video giving their real and honest opinions. These types of reviews sound exactly like your best friend recommending a new product to you which creates a parasocial relationship. Influencers also post frequently! The consistency of an influencers posting habits is key to the relationship they have with their audience. People like to follow influencers that they can predict the type of content they will see and how often they will see it. It’s just like how people give their friends updates on their lives via text or call. These qualities of realness and steadiness make these relationships feel more genuine to the audience and this is what sells products and services on social media which is the whole point!
Brands want people promoting their products that will ultimately boost their sales. That is why they turn to influencers who are authentic, consistent, and align with their brand. These influencers have a special way of creating bonds with their audiences making them feel like they are trustworthy, especially when it comes to the products and services that they are promoting. When the audience feels that an influencer is trustworthy and connects with them, they are more likely to purchase the product, engage with the post, and even recommend it to their friends. This benefits all of the parties involved!
So what should we take away from all of this? Influencers should try to feel like friends through consistency and authenticity and brands should work with influencers that do so! People like real people, not someone who feels like a scripted imaginary character.