The Growing Potential of Influencer Marketing

Some research claims a few industries benefits more from influencer marketing than other. According to REP, the 3 industries that benefits from influencer marketing are Lifestyle & Travel, Health & Fitness, and Fashion & Beauty. While according to Hawke Media, the industries that benefits from influencer marketing are Fashion/Beauty, Health/Fitness and Technology. However, these researches also said influencer marketing does not only benefits mentioned industries but can also expand to other industries as well in the future.

According to an answer in Quora, demography plays a key part in influencer marketing success. In the US, 39% of women use Instagram, and 59% of all users are below 30 years of age. In YouTube, the highest age demographics are between the ages of 18-24 (96%). Therefore, any industries that targets young demographics can actually benefit a lot from influencer marketing. The reason why Fashion & Beauty and Health & Fitness are mentioned in many researches as the industries that benefits the most from influencer marketing is because they target a young demography, which most of them uses social media.

However, it does not mean that social media demography in terms of ages will always stays the same. Social media is a technology that emerges around the year 2000s. The demography that crowds social media is the Digital Native generation. According to Investopedia, digital native is a term coined by Mark
Prensky in 2001 used to describe the generation of people who grew up in the digital age. Digital natives are comfortable with technology and computers at an early age and consider technology to be an integral and necessary part of their lives. Digital natives are born around 1980s and 1990s.

In they year 2010, it might be safe to assume that the industries that can benefit from influencer marketing are the industries that targets a young demography because most of the digital native are around the age of 20 to 30. Now, in the year 2019, digital natives are growing older. People who are born in 1990, will be 29 in 2019.

As digital natives grow older, their needs grow as well. In the year 2010, at the age of 20 to 30, digital natives are in their college years or had just graduated college. They may primarily consume fashion and beauty products or spend their money on health and fitness. Therefore, it is safe to assume that only limited industries that may targets digital natives as their potential market. However, in the year 2020, most digital natives will turn 30 – 40 years of age. A 20 years old college girls in 2010 may now be a 30 years old mother to two children. A 20 years old college boys who refers to influencers to look for a new phone may now be a 30 years old man looking for a new car or planning to buy a new apartment as he is now promoted to a managerial position in his company. Therefore, an automotive industry may now benefit equally from influencer marketing as health & fitness industry.

As digital natives grow older and needs more product and services, it is time for us to consider marketing other industries in social media through influencers as well.