MSU Ad Creative Student, Emelia Moore, Discusses Influencers’ Impact in Advertising
By: Jenna Kuzmicz
The impact of influencers has become significant in the past decade. Influencers’ role in advertising has become customary in modern marketing. MSU advertising creative student, Emelia Moore, is connecting her coursework to get curious about influencer authenticity, emotional connections with their audiences and the brand success that results from strategic promotion of influencers in advertising.
“In our creative courses, we study how storytelling and audience targeting work hand-in-hand,” Moore said. “Learning how to build campaigns with real human connections has helped me understand why influencer marketing works so well – it feels personal.”
In today’s digital landscape, brands increasingly rely on influencers to bridge the gap between products and consumers.
“It’s hard for a brand to personify a product without a sense of familiarity and connection,” Moore said. “Influencers have an advantage by authentically sharing their lives, building trust and helping audiences connect with the brands they promote.”
This authenticity between influencer and brand benefits companies with success in modern advertising campaigns.
Influencers create an emotional appeal that traditional advertisements might lack. Their authentic and relatable personalities help audiences feel connected to the brands they promote.
“Influencer marketing is captivating because it creates a personal connection — like a recommendation from a friend,” Moore said. “Followers are familiar with influencers’ interests and opinions, which makes their promotions feel more trustworthy and leads to stronger engagement with the brand.”
Another key to the success of influencers in advertising is the development of trust.
“Influencer marketing really helps build trust with audiences. The more familiar a viewer is with an influencers’ content, the more likely they are to trust what they promote,” said Moore. “When an influencer consistently shares their experiences and opinions, it creates a sense of reliability and authenticity, making their recommendations feel more genuine, strengthening the brand’s successes.”
The use of influencers allows consumers to form a stronger connection with the brand, leading to deeper engagement.
Influential individuals have an advantage in advertisements because of the authenticity and emotional connections they produce with their audiences. Moore says authenticity, emotional connections and influencer strategy boosts brand success. As the role of influencers continues to evolve, their impact on advertising grows. Moving forward, brands and marketers must adapt to this shift, leveraging influencers to create deeper, more meaningful connections with consumers.