Influencer Marketing

Influencer marketing is when brands work with social media personalities (influencers) to promote products or services. Think of influencers as modern-day word-of-mouth advertisers who share brand messages with their engaged followers.

An influencer is someone who has the ability to affect other people’s purchase decisions because of their knowledge, authority, position, or relationship with their audience. They usually have a significant following on social media platforms where they regularly engage with their followers.

👆 By the way, an interesting fact: Before social media influencers, companies used celebrities for similar purposes (for advertising, for example, in magazines, on TV, or on billboards.). The difference is that today’s influencers often have more targeted and engaged audiences than traditional celebrities, and their recommendations feel more authentic to followers.

Influencers typically fall into different categories:

By size of following:

• Nano-influencers (1,000-10,000 followers)

• Micro-influencers (10,000-100,000 followers)

• Macro-influencers (100,000-1M followers)

• Mega-influencers (1M+ followers)

By content type:

• Lifestyle content

• Educational content

• Entertainment content

• Niche expertise content

By platform focus:

• Instagram influencers

• YouTube creators

• TikTok personalities

• LinkedIn thought leaders

Influencer marketing helps brands reach specific audiences in a more natural way. It works because:

• People trust recommendations from individuals they follow

• Influencers know how to create engaging content

• Their followers are often interested in specific topics

• Content feels more authentic than traditional ads

• It can be more cost-effective than traditional advertising