You see, traditional brands mainly get publicity by hiring a celebrity and getting said celebrity to endorse a product. Athletes like Stephen Curry and LeBron James. TV personalities like Oprah Winfrey. Rap artist Drake. They're all celebrities, and people tend to buy a celebrity-endorsed brand.
In a nutshell, Instagram influencers have built a loyal following mainly because of their lifestyle - drinking coffee wearing designer clothing, posting a selfie with a paid-app filter, uploading an Instagram story endorsing the latest single of a pop artist, and so forth. Influencers are so diverse that almost any brand can hire a random person for their target market.
PewDiePie is a well-known example, having amassed more than 100M followers on YouTube , but also endorses other brands on his Instagram account.
And because Instagram has more than 800 million active users, it has become the go-to platform for influencer marketing especially fashion-related purchases.
What do you think of influencers? Have you bought a product endorsed by an influencer?