Influencer Marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. Influencer Marketing consists of several steps, the first one being to identify the individuals that have influence over potential buyers in the designated target audience, followed by orienting marketing activities around these influencers.
Influencer content is often distributed in the form of testimonial advertising. Often, the influencer ‘plays’ the role of the potential buyer themselves, recommending the product to their followers across social media platforms. Another form of Influencer Marketing is so-called value-added influencing. This is when celebrities or opinion leaders advocate a brand to potential buyers.
The Influencer Marketing industry has increased extremely rapidly over the past years. Its global value now is estimated to be over a billion dollars.
Influencer Marketing is known to have a high Return on Investment, trigger buying decisions better due to human connection, and be an easy way to get around ad blockers and ad-bias.