Influencer Marketing

Topic Overview

Influencer Marketing is a type of social media marketing strategy that utilizes endorsements and product mentions from influencers, individuals who possess a dedicated social following and are viewed as experts within their niche. Influencer marketing works because of the high trust that influencers have built up with their followers, and recommendations from them serve as a form of social proof to their potential customers.

This method of marketing hinges on finding influencers in an industry who have built a substantial and engaged audience, and creating a collaboration where the influencer promotes the marketer's brand or product. As of 2021, Influencer marketing has grown rapidly due to the increasing popularity and usage of social media platforms.

Usage Types

Paid Influencer Marketing

This involves a formal, paid partnership between a brand and influencer, where the influencer receives compensation for promoting the brand or product. This could involve one-off promotions or a longer-term relationship.

Organic Influencer Marketing

This type of influencer marketing involves building relationships with influencers who are already fans of the brand, encouraging them to share positive messages on their own accord. This can often result in more genuine promotion.

Influencer Marketing Campaigns

These are coordinated efforts to promote a specific company goal, such as a product launch, a rebranding initiative, or simply to increase general brand awareness. The campaign involves multiple influencers sharing similar messages to their followers.

Affiliate Marketing

Affiliate marketing is a partnership in which an influencer promotes a product or service and receives a percentage of the sales that they generate. This is tracked through the use of affiliate links or promotional codes.