Influencers in Digital Marketing: The Impact of Instagram Influencers in Brand Communication

With the more prolific rise of influencers on social media platforms, companies are taking advantage of the influencer marketing strategy to advertise their products. Influencer marketing, defined generally, is a form of social media marketing with the integration of product placement by people with large social followings. As a result of the rise of influencer marketing, and the popularity of social media use, the use of influencer marketing is beneficial when considering brand communication and company revenue. This article analyzes three Instagram influencers through the examination of common themes and marketing language. Additionally, the ethical and legal implications, visual appeal, and return on investments are discussed. This study will also explore companies who advertise through influencers on Instagram and their generated growth from their social media marketing to best calculate the financial benefits of using influencer marketing. This research is beneficial in order to best understand the benefits of using influencers to market a company’s product and the impact of social media marketing on the company’s revenue. Keywords: influencers, brand communication, micro-celebrity, self-branding, social media, marketin