People used to peek in store windows or flip through catalogs to get an idea of the current trends, but thanks to social media, that dynamic is changing.
In a survey conducted by Twitter and Annalect, nearly 40 percent of respondents bought a product because an influencer on Instagram, Twitter, Vine or YouTube recommended it, while 20 percent said they shared something that caught their eye on these platforms. This means that some digital content creators have as much, if not more, clout than the traditional celebrities we?ve previously approached to help us make our purchasing decisions.
However, this change in dynamic is not surprising?there?s no better tool than social media for content creators who want to develop some prestige within niche communities. The sheer number of eyeballs on these platforms boosts your chances of finding an audience. After all, an influencer coming right into your living room to show you her beauty haul is something your run-of-the-mill blog just can?t offer. Plus, as Fashionbi?s recent case study points out, the beauty and fashion industries used to be the exclusive domain of supermodels and designers. These days, Instagram, YouTube and Twitter have opened the doors to all kinds of voices. It?s telling that some of today?s biggest beauty brands, like Benefit and Urban Decay, found their niches early on through these online channels.
While all social media platforms have a certain pull when it comes to creating buzz and helping brands get n...