Dozens of influencers come to Riga every year, capable of attracting tourists or provoking public outrage with a single video. While for some, influencers are a powerful advertising tool, for others, they are the modern "market women" of the internet.
In a new episode of the LETA agency's program "What Was That?!", experts explain why the influencer industry should be taken seriously and what happens when "just a picture on Instagram" costs Latvia 1200 euros.
The phenomenon of influence has ceased to be marginal - it has integrated into both commerce and the public sector. Denis-Alexander Shevelev, a doctoral student at the Stradins University of Riga, social media researcher, and lecturer, explains that influencers, or opinion leaders, can be defined by their function, status, and source of influence. They may possess expert knowledge, societal recognition, or qualities acknowledged by the audience. This diversity makes influencers a universal tool for almost any communication task.
Public relations consultant, researcher, and lecturer Maria Vorkul notes that being an influencer is a full-fledged profession that requires skills similar to those of a multimedia content creator. Social media has allowed people to become prominent without a classical career in journalism or the arts. Today, audience attention is currency, and those who can attract and retain attention gain economic, social, and political influence.
The Riga Investment and Tourism Agency has long been using content creators to enhance the city's image. The agency's deputy director, head of the international cooperation and marketing department, Linda Pede, states that influencers have become an integral part of urban marketing. For each project, content creators from various categories are selected - experts, niche content creators, and those who have reached a broad audience. For example, during the Riga Restaurant Week, chefs were invited to share their biographies while simultaneously promoting the event. Additionally, the agency collaborates with opinion leaders who have relevant content and a large number of followers.
The capitals of the Baltic states are actively competing for recognition on the international stage. However, while Tallinn invites around 100 influencers annually, Riga hosts about half that number.
