By Natalie Banks

Social media has become one of the biggest parts of how a company of indivual goes about selling their products and connecting with consumers. Lifestyle influencers, for instance, post about products ranging from makeup, skincare, clothing, food etc. Let’s face it, post people nowadays are willing to try new things when influencers are making the recommendations.

Two influencers that I have noticed who maintain good marketing skills are Victoria Benitez and Da’ana Williamson. Although these two create very different content, they are both amazing women who represent social media and how it can be used to connect with an audience. Victoria Benitez primarily focuses on promoting homeopathic remedies when it comes to the food we eat, the skin care products we use, or the clothing we wear. Da’ana Williamson, on the other hand, is a mom of five kids who captures moments of her and her kids’ everyday lives. Influencer marketing is an effective method because it allows companies to promote products through influencers, making more personal connections.

Some things I’ve noticed about influencer marketing are that it’s typically a combination of personal content along with product recommendations. For instance, Victoria Benitez promotes healthy alternatives like Wild Olive Oil from Zoefull. She advertises the product by taking a shot of it while elaborating on all of the health benefits that can come from consuming it. Creating this kind of content can be helpful because followers can see the products being demonstrated, as well as create a personal connection with their health. When it comes to Da’ana Williamson, she shares more family-related content. This can help make a connection for followers who relate to the everyday ups and downs of being a parent. This family partners with chain companies like Walmart, Suave, Amazon Kids, Sophora, and a few others. Influencers making content with regularly used chain companies is a great way to connect with individuals or families who are interested but prefer to see others doing it first.

Some strategies I’ve noticed from these influencers include educational visuals as well as lifestyle content where products are actually being used. Including quick promo posts or clips with product links has also been found to be pretty engaging for their audiences. Utilizing these tools can help brands reach new audiences and encourage consumers to learn more about certain products.

When it comes to the Marketing perspective impacting the relationship between a company and its customers, it is important to consider building a level of trust. When influencers share actual and truthful information, it helps consumers feel more trusting of trying new things. Honesty is important to consider when working with brands. According to the Federal Trade Commission(2019), Influencers should clearly disclose their relationships with companies when promoting products(FTC,2019).

Overall, I feel as though influencer marketing is an effective way for companies to fully connect with consumers through social media. Through product demonstration, personal experience, and lifestyle content. Working with influencers that fit a company’s brand can create stronger relationships with consumers.

References:

Ads from Da’Ana Williamson. (2026). Motionapp.Com. https://motionapp.com/creator/daana-williamson/

Federal Trade Commission. (2019, November). Disclosures 101 for Social Media Influencers. Federal Trade Commission. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers

Sprout Social. (2025, April 14). What is influencer marketing: How to develop your strategy. Sprout Social. https://sproutsocial.com/insights/influencer-marketing/