Definition of influencer: what is it and what implications does it have for brands in 2024?
Posted: Mon Jan 20, 2025 4:38 am
The concept of “influencer” has evolved rapidly, moving from being a promotional figure to becoming a strategic ally for brands. In 2024, an influencer is not just someone with a large following on social media, but a content creator, an expert in their niche and, in many cases, a trusted reference for their communities. Brands, aware of the value of this authentic connection, see influencers as a way to build deep and lasting relationships with their audiences.
Key points about the meaning of today's influencer
The definition of the concept of influencer has evolved over the years. Currently in Spain, the new Law on Influencers established in Royal Decree 444/2024 calls them "users of special relevance".
The close and trusting relationship that influencers manage to build generates greater credibility in their recommendations, making the message or product better received by consumers.
To find the best influencer profiles for your campaigns, you can rely on technological platforms that automate the process.
Evolution of the influencer concept: what does it mean to be an influencer today?
Over the past few years, the concept of an influencer has evolved, adapti vp r&d email database ng to changes in technology, culture, and marketing. The term “influencer” began to gain popularity with the rise of social media in the 2000s. Initially, it referred to people with a significant online presence who could influence the purchasing decisions of their followers. These early influencers were mostly bloggers and celebrities who shared content about fashion, lifestyle, and other topics of interest.
With the rise of platforms like Instagram, YouTube, and TikTok , the concept of influencer expanded. Content creators began to diversify, covering specific niches and building communities around particular interests. This allowed ordinary people to become influencers as well, democratizing access to this form of influence.
Along the way, brands began to recognize the power of influence of content creators, including them in their marketing campaigns… It is at this moment that influencers became brand advocates , using their authenticity and connection with the audience to promote products and services. This change marked a turning point in advertising, where personal recommendation became more valuable than traditional ads.
Nowadays, the professionalization and greater regulation surrounding the work performed by content creators has allowed the concept of influencer to be regulated by the rules in some European countries. In Spain, the new Law on Influencers established in Royal Decree 444/2024 calls them “ users of special relevance ”, recognizing them
Key points about the meaning of today's influencer
The definition of the concept of influencer has evolved over the years. Currently in Spain, the new Law on Influencers established in Royal Decree 444/2024 calls them "users of special relevance".
The close and trusting relationship that influencers manage to build generates greater credibility in their recommendations, making the message or product better received by consumers.
To find the best influencer profiles for your campaigns, you can rely on technological platforms that automate the process.
Evolution of the influencer concept: what does it mean to be an influencer today?
Over the past few years, the concept of an influencer has evolved, adapti vp r&d email database ng to changes in technology, culture, and marketing. The term “influencer” began to gain popularity with the rise of social media in the 2000s. Initially, it referred to people with a significant online presence who could influence the purchasing decisions of their followers. These early influencers were mostly bloggers and celebrities who shared content about fashion, lifestyle, and other topics of interest.
With the rise of platforms like Instagram, YouTube, and TikTok , the concept of influencer expanded. Content creators began to diversify, covering specific niches and building communities around particular interests. This allowed ordinary people to become influencers as well, democratizing access to this form of influence.
Along the way, brands began to recognize the power of influence of content creators, including them in their marketing campaigns… It is at this moment that influencers became brand advocates , using their authenticity and connection with the audience to promote products and services. This change marked a turning point in advertising, where personal recommendation became more valuable than traditional ads.
Nowadays, the professionalization and greater regulation surrounding the work performed by content creators has allowed the concept of influencer to be regulated by the rules in some European countries. In Spain, the new Law on Influencers established in Royal Decree 444/2024 calls them “ users of special relevance ”, recognizing them