The interesting lives of individual users, their focus of expertise, creative sharing of products and the agenda caused them to reach hundreds of thousands of followers in a short time and their posts to receive millions of interactions. It didn't take long for brands to perceive user-generated content as a new marketing model. Because this meant a magic touch to C2C, which is one of the most effective ways for the sales figures and brand awareness that a brand aims to achieve after many years, and which is called as word-of-mouth advertising (Customer to Customer Marketing).
Consumers at the decision-making stage; Instead of one-sided television and radio advertisements, it prefers the content offered on online platforms where the product can be evaluated interactively. Keeping up with a time frame where 49% of consumers trust influencer recommendations when purchasing new products, 74% use social media platforms to make purchasing decisions, and 42% buy the product after seeing it in an impressive video or post can be challenging for companies. Millions of companies have realized that 'classic advertisements', in which the masses are tried to be persuaded to buy a product, are out of fashion, and that the need for socialization and interaction of the society has turned to social media with the advancing technology. Following these developments, companies work with influencers to align their advertising and marketing strategies with the digital world.
Influencers have much more options than the traditional advertising industry today. There are countless social media platforms for companies to choose from and many different types of content to create. YouTube or TikTok for video platforms, traditional blogs and Facebook for long written posts; Instagram, where video, image and text can be shared together, and Twitch for the gaming industry are among the most powerful social media companies preferred in their social media campaigns.