It’s a little premature to declare a full-on replacement of all other media outlets. However, it is still taking the place of so much traditional media. This is because of an inherent establishment of trust. Audiences look at influencers and see regular, run-of-the-mill people like you or me who have elevated themselves to positions of power with just their charismatic charm and some social media know-how. Also, because influencer rely on audience engagement, much like our own campaigns, further trust is built by two-way communications between audiences and the influencer themselves through comments, likes and other means of engagement.

Beyond just delivering a message, influencers also create content. They produce relatable, engaging, and shareable content that can drive conversations and spark trends. This content-driven approach aligns with modern PR strategies, where storytelling and content marketing play pivotal roles. 

Influencers have built their reputation by consistently providing valuable content and recommendations. When an influencer endorses a product or service, their followers perceive it as a genuine recommendation rather than a paid advertisement. This is advantageous over traditional media and backs the importance of influencers.