What is influencer marketing?

Influencer marketing has in recent years become increasingly popular and is nowadays, for some companies, the most important form of marketing. Influencer marketing is a form of online advertising where a person, an influencer, collaborates with a brand in order to market the brand’s products or services.

In order to understand influencer marketing, one has to understand what an influencer is. An influencer is not the same as a celebrity. Anyone can be an influencer and not all brands look for a person with millions of followers to promote their products. How well the person fits with the company could have an even bigger impact than the number of followers.

Influencer marketing

Instead of focusing on large numbers of followers, companies should ask if the influencer can target an audience relevant to the brand. If the followers of an influencer aren’t interested in your products or services, you won’t drive brand engagement, brand awareness nor sales.

Through influencer marketing a brand has the possibility to increase awareness since the followers have created trust for and a bond with the influencer. An influencer is also often good at creating content, which makes it even more beneficial for the company, that only needs to present certain guidelines to the influencer.

How is influencer marketing changing?

Influencer marketing looks somewhat different today than a few years ago. Companies have realized that a good brand-influencer fit is increasingly important as well as the influencers’ interest in the products or services promoted.