Influencer Marketing is an Art

In 2017, Taylor Swift stunned the social media universe when she deleted the content of her Instagram, Facebook, and Twitter accounts. For days, Swift’s online platforms were virtual black holes.

Suddenly, days before the release of her new album, the pop star’s Instagram, Facebook, and Twitter accounts came to life again, with new images of her, and the title of her new studio release emblazoned boldly.

The stunt got plenty of attention in the media. Taylor Swift has gone on since then to achieve incredible record sales, and sellout concerts, stunning the entertainment world by becoming the highest-grossing female singer on her latest tour.

Fast-forward to the summer of 2018, and Miley Cyrus recently purged all of her social media content. Most critics assume she is pulling a Taylor, laying the groundwork for a new project, a new look, or a new phase in her career.

What celebrities do on social media makes news, gets notice, and influences others. That influence doesn’t just extend to the tween, teenager, and young adult fan bases of Taylor Swift or Miley Cyrus, either.  Their influence, fueled by their social media footprint, has become far more universal.

In the 1930s, President Franklin D. Roosevelt would gather print reporters into his study for a frisky, give-and-take press conference. Some of FDR’s comments were on-the-record. Others were expressly off-the-record, or not attributable directly to the president, thanks to the reporter’s understanding of Roosevelt’s wink-and-nod.

By the 1960s, John F. Kennedy held frequent press conferences that were broadcast live on television and radio. These media events became legendary for President Kennedy’s quick-witted responses to even the most pointed questions, and the easy banter and laughter reporters shared with JFK.

Today, President Trump communicates his message via Twitter in much the same way previous presidents used print and broadcast media. Seemingly every morning, news broadcasts feature reports of what the President of the United States tweeted in the wee hours, or early hours of the day.

The influence of social media has reached all the way to the highest level of American government. It isn’t just the playground of millennials anymore.

An influential voice in society today—in art and culture; in business and politics—means that voice undeniably echoes on social media. Without the photographic storytelling of Instagram, or the statements of belief in a brief tweet, a voice is barely heard. A message goes undelivered to millions of people.

The world of social media has evolved and continues to evolve. The rules, the methods, the gimmicks, change from week-to-week, and they fluctuate even from day to day.

Making social media work isn’t so much a science as it is an art.

Celebrities have teams of true artists working for them, to make their Instagram and other social media platforms stand-out and get talked about. Into this competitive world, start-up companies, aspiring writers, artists, actors, models, and other dreamers, need the same kind of help Taylor and Miley do. Buying Instagram followers becomes essential for relevancy.

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