10 Reasons Why Influencer Marketing is The Next Big Thing

By Kevin on May 13, 2024


Influencer marketing is exploding in popularity, and for good reasons. From small businesses to major brands like AirAsia, everyone is trying to get in on the action of this marketing trend that is shaping up to be the next big thing.

Instead of bombarding people with random ads they'll ignore like your mak's nagging.


Influencer marketing smartly taps into influential personalities that people actually know, like, and trust. Imagine your favorite celeb raving about their new kicks - you'd probably pay more attention than if it was just another ad, kan?

This article explores 10 reasons Why Influencer Marketing is The Next Big Thing is poised to be the future of marketing, from its authentic approach to its ability to drive real engagement and sales. So hang on to your topis, this journey into the benefits of influencer marketing is gonna be sedap!

Reason #1: Increased trust and authenticity

Let's face it, people are getting smarter when it comes to advertising. We've all been bombarded with so many random ads and promo gimmicks that it's becoming harder and harder to know what to actually trust these days.

That's where influencer marketing comes in - it brings an authentic, personal touch that traditional advertising just can't match. When an influencer you admire and respect recommends a product or service, it carries way more weight than a faceless ad. It's like getting a solid tudung recommendation from your bestie who always looks glamorous, instead of just seeing another hijab ad online.

Influencer marketing positively affects consumer trust in branded content on social media through informative content, influencer trustworthiness, attractiveness, and similarity to followers.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 58 - 73. https://doi.org/10.1080/15252019.2018.1533501.

At the end of the day, that authentic credibility is worth its weight in gulai kawah. With influencer marketing, brands can bypass consumer skepticism and cut through the noise by reaching their audience through authentic, trusted voices. In an age where people crave authenticity and realness, that's an incredibly powerful advantage to have.

Reason #2: Reaching niche audiences

influencer marketing
reaching audirence

One of the biggest strengths of influencer marketing is its ability to laser-target extremely specific niche audiences. With traditional advertising, you're basically taking a satu saiz untuk semua approach and hoping to capture a broad range of people. But with the rise of influencers and niche communities, brands can now be way more surgical in who they market to.

Think about it - if you're selling artisanal batik apparel, putting out a generic ad is just going to get lost in the noise. But partner with an up-and-coming batik fashion influencer who has a devoted following of batik enthusiasts? Now you're speaking directly to your ideal target market through someone they know and trust.

From knitting enthusiasts to hardcore gamers to Muay Thai aficionados, there's an influencer for every interest and demographic out there. This hyper-focused targeting means your marketing efforts aren't just sprayed out into the ether. You can strategically place your brand in front of the exact people most likely to appreciate and buy what you're offering.

No more hoping the general public magically discovers your niche product. With influencer marketing, the passionate communities of potential customers are already there waiting for you. It's a direct line to people who "get" your brand's unique identity.

In a world of endless choice and noise, this precision targeting is invaluable. By aligning with the right influencers, brands can stand out amidst the clutter and speak straight to the hearts and minds of their ideal audiences.

Influencer marketing offers marketers a powerful and undervalued tool by combining audience, endorser, and social media manager components, offering various sources of value.

Campbell, C., & Farrell, J. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63, 469-479. https://doi.org/10.1016/j.bushor.2020.03.003.

Reason #3: Effective storytelling and content creation

influencer marketing
story telling

In today's digital age, content is king. But creating truly engaging, shareable content that cuts through the endless feed of videos, posts, and ads is easier said than done. This is where influencers can be game-changers for brands looking to up their content game.

At their core, influential personalities have a knack for creative storytelling that resonates with their audiences. They know how to package information in an entertaining, authentic way that keeps people hooked. By partnering with influencers, brands get access to that powerful ability to bring products and messages to life.

This ability for influencers to creatively integrate branded content through authentic storytelling is incredibly powerful in a world of ad-blindness and short attention spans. As entertaining, memorable content becomes the currency of effective marketing, brands that leverage influencers will have a major edge.

Influencer marketing success depends on brand control, celebrity level, and congruence between influencer and product/service, which impact followers' responses to the influencer, post, and product/service.

Martínez-López, F., Anaya-Sánchez, R., Giordano, M., & López-López, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36, 579 - 607. https://doi.org/10.1080/0267257X.2020.1738525.

Reason #4: Improved brand awareness

In an increasingly crowded marketplace, simply getting your brand name and messaging in front of the right eyeballs is half the battle. This is where influencer marketing can provide a huge boost - leveraging influential voices to amplify your brand's reach and recognition.

This type of large-scale brand exposure would be difficult and expensive to achieve through traditional advertising channels alone. But by tapping into influencers as powerful brand ambassadors, companies can rapidly increase their brand's recognition and mindshare among their target audiences.

In today's crowded attention economy, improved brand awareness is invaluable. By aligning with the right influential voices, brands can get their name, products and key messages amplified to vast, relevant audiences in an authentic and impactful way.

Reason #5: Measurable results and ROI

measure roi
marketing result

While brand awareness and engagement are crucial, at the end of the day, marketing efforts need to demonstrate a clear return on investment. This is another area where influencer marketing shines - it provides measurable results that directly impact the bottom line.

Unlike traditional advertising channels where ROI is murky, influencer campaigns allow you to track extremely tangible metrics like clicks, engagement, conversions and sales. You can clearly see how an influencer's audience responds and attribute revenue directly to their efforts.

With granular tracking and attribution models, brands can precisely measure an influencer's impact down to actual ringgit and sen made. This data-driven approach allows you to continually optimize your influencer strategies for maximum ROI.

In today's economy where every marketing dollar is precious, the measurable bottom-line results of influencer marketing provide valuable justification and accountability. Brands can clearly see what's working, double down on top performers, and tangibly demonstrate revenue impact.

Influencer marketing success depends on brand control, celebrity level, and congruence between influencer and product/service, which impact followers' responses to the influencer, post, and product/service.

Martínez-López, F., Anaya-Sánchez, R., Giordano, M., & López-López, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36, 579 - 607. https://doi.org/10.1080/0267257X.2020.1738525.

Reason #6: Cost-effective marketing strategy

In addition to driving measurable ROI, influencer marketing can also be a highly cost-effective way for brands to reach their marketing goals compared to other channels. When done strategically, it allows companies to maximize their budget.

Beyond cost savings, influencer marketing allows brands to be nimble and adapt their strategies quickly based on what's performing best. Unlike longterm media buys or billboard rentals, influencer activations can be tweaked, optimized and redeployed rapidly.

For companies looking to stretch their marketing ringgit further, leaning into influencers just makes fiscal sense. The ability to reach exponentially more targeted eyeballs at a lower cost point is a strong value proposition. And in an ever-changing landscape, that cost-effective flexibility is strategic gold.

Reason #7: Driving engagement and interaction


In today's digital era, simply blasting out one-way brand messaging is often an ineffective strategy. Consumers crave interaction, conversation and feeling heard by the brands they support. This is where influencer marketing provides a distinct advantage - its ability to spark genuine engagement.

This two-way engagement is invaluable for brands. Rather than just shouting into the void, they can leverage influencers to spark conversations, gather feedback, address concerns and build a sense of community around their products and values. In an age of consumer skepticism, this interactive approach helps humanize brands and build deeper connections.

As engagement becomes the new currency of effective marketing, influencers provide an unparalleled way for brands to facilitate interaction at scale. Companies investing in this channel gain the ability to connect with consumers on a more personal level and inspire genuine dialogue.

Influencer marketing can enhance customer engagement and commitment, but emotional projection is crucial for both micro and macro influencers, preserving corporate sustainability.

Berné-Manero, C., & Marzo-Navarro, M. (2020). Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability. Sustainability. https://doi.org/10.3390/su12114392.

Reason #8: Building brand loyalty

While awareness and engagement are crucial, the holy grail for any brand is fostering true customer loyalty. This is where influencer marketing provides an unmatched advantage. By leveraging influential voices, companies can forge deeper emotional connections that translate into lasting brand affinity and repeat business.

For brands, this sort of loyalty that transcends transactions is invaluable. It breeds the type of enthusiasm and advocacy that can't be bought through traditional ads alone. When consumers feel a sincere connection to a brand through trusted influencer voices, they're more likely to become passionate, lifelong supporters.

In today's sea of choices, building brand loyalty is the backbone of long-term success. By strategically partnering with the right influential personalities, brands gain the ability to emotionally bond with their audiences and foster valuable customer relationships that keep them coming back.

Reason #9: Community Building and Advocacy

community building

Beyond just driving sales, smart brands also recognize influencer marketing's ability to foster communities of passionate advocates around their products and values. These highly-engaged communities are invaluable marketing assets.

This sort of organic community is marketing gold. Instead of renting fleeting attention, brands can use influencers to spark self-sustaining networks of enthusiastic supporters who amplify the brand message authentically. Their advocacy carries far more weight than any paid ad.

As marketing becomes more about fostering movements than just selling products, influencers represent a powerful catalyst for mobilizing highly-valuable communities around a brand's purpose and identity. This passionate social proof provides an edge that will only grow in importance.

Reason #10: Rise of Creator Economy

Rise of Creator Economy is one of the 10 Reasons Why Influencer Marketing is The Next Big Thing

As the influencer space has exploded, we've witnessed the meteoric rise of an entire creator economy - individuals who have turned their influential online presence into full-fledged careers and businesses. This ecosystem unlocks massive opportunities for innovative brands.

The numbers illustrate just how big this movement has become. According to a Influencer Marketing Factory report, the global influencer marketing industry is projected to be worth a staggering $24.1 billion by 2025 (Source: https://influencermarketinghub.com/influencer-marketing-benchmark-report/). An increasingly lucrative creator class is emerging.

As the creator economy flourishes, brands can tap into an expanding pool of influential personalities across platforms like YouTube, Instagram, TikTok and more. This allows for highly creative campaigns that organically integrate products and messaging into the content audiences are actively seeking out.

More than just influencers peddling wares, creator partnerships represent a new era of innovative branded entertainment powered by social media stars' entrepreneurial savvy. It's a symbiotic relationship where both brands and creators can leverage each other's audiences to drive mutual benefit.

In the ever-evolving digital age, brands that recognize and capitalize on the rise of the creator economy will be well-positioned for success.

This article highlights a collaboration between Tourism Malaysia and Air Asia to promote Malaysia as a tourist destination, which is a great example of the rise of the creator economy. The article details how Taiwanese influencers and bloggers were brought on a familiarization trip to experience Malaysia firsthand, allowing them to create content that will inspire others to visit. This strategy leverages the power of influencers to reach a wider audience and generate interest in a particular destination.

There you have it, 10 Reasons Why Influencer Marketing is The Next Big Thing

From authentic storytelling to cost-effective reach, driving engagement to building loyalty - it's clear that influencer marketing is more than just a passing fad. This modern approach represents the future of how brands will connect with audiences in our increasingly digital, ad-skeptic world.

As consumers continue to tune out interruptive traditional advertising, influencers provide a powerful bridge to facilitating more personal, reciprocal relationships between companies and their customers. By aligning with the right influential voices, brands can humanize their marketing efforts and tap into the credibility and following that today's audiences truly value.

Whether it's bypassing outdated advertising models, targeting niche passionate communities, or quantifying true ROI - influencer marketing provides an array of strategic advantages that will only become more pronounced over time. Those who resist this shift risk getting outmaneuvered and left behind.

The writing is on the wall - the brands that will win the future are those who wholeheartedly embrace influencer marketing as an indispensable part of their strategy. By leveraging these powerful channels of authentic connection and two-way dialogue, companies can future-proof their marketing for the modern era.

So there you have it - ten compelling reasons why influencer marketing's reign is just getting started. Will you join the movement, or be left behind? The choice, as they say, is yours to make.

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Article written by Kevin
Influencer marketing expert in Specflux Solution. The go-to person about influencer marketing and KOL in Malaysia

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