Influencer marketing is everywhere. It seems to be growing exponentially! But, why is it so successful?
Psychology says it's because of social proof. Forbes said, "According to research, when we feel pressure to conform to social expectations, our brains signal that we’ve violated a social norm."
That makes sense! Humans have a natural desire to fit in and belong to a community. Plus, when we see someone we like and respect recommend a product, we might want to purchase it to be more like that influencer.
It all comes down to having a personal connection with a product, and to associating that product with a person we like or admire.