Influencer marketing is becoming one of the most popular ways of advertising products and brands online (especially on social media) due to it offers companies and brand owners to reach their target market in a much more personal and effective way with the help of the influential individuals, i.e. influencers. The success of the latter method of advertising depends, among other things, on a number of factors that have an effect on the influencers’ creation of their promotional content. In this respect, influential people share useful tips and experiences, often consumer-oriented, with their followers through sharing an insight into their lives. That is the reason why I decided to research and thoroughly examine the impact of the following factors which determine the process of the influencers’ creation regarding Instagram content as well as its further success with their followers. Namely, the freedom of the influencers to choose and create their contents, disclosure of payment or sponsorship of the contents and the way the product or brand is placed into the influencers' content. In the empirical part of the paper, which was based on the conducted online survey, it was found that the most desirable contents for the influencer`s followers are the ones in which the influencer chooses what they are going to include in it and the way they place it in both visually and verbally (if there is only one way used, the verbal one is preferred by the followers). Moreover, it was found that contents in which the influencer has more creative freedom and it is clearly stated if the content is sponsored/paid (more pleasing if this is disclosed in the content description and not in the content (picture/video) itself), are more preferable by the followers.
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