{"id":65242,"date":"2025-03-20T21:07:19","date_gmt":"2025-03-21T01:07:19","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=65242"},"modified":"2025-04-12T15:22:12","modified_gmt":"2025-04-12T19:22:12","slug":"the-impact-of-the-rise-of-influencers-on-marketing","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/the-impact-of-the-rise-of-influencers-on-marketing\/","title":{"rendered":"Influencer Marketing: How Social Media Changed Advertising"},"content":{"rendered":"\r\n<p>Digital marketing is constantly evolving, adapting to new tendencies in the advertising world. A new tendency has emerged in the past 15 years with influencers promoting brands on their pages. More people are becoming influencers as a full-time or part-time job, creating new ways for brands to build awareness and connect with customers.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full is-style-default wp-duotone-unset-1\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1000\" class=\"wp-image-65251\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1.png\" alt=\"Illustration in 3D of influencer marketing with smartphones and people watching online content\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1.png 1920w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1-300x156.png 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1-1024x533.png 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1-768x400.png 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/basics-influencer-marketing-1920x1000-1-1-1536x800.png 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">What is Influencer Marketing?<\/h2>\r\n\r\n\r\n\r\n<p>Influencers are individuals who specialize in a niche subject, creating content for their social media pages. They build strong online communities with followers engaging with a content that they like, and most importantly, their audience trusts their recommendations. Brands partner with influencers to promote products or services, leveraging their visibility to create new points of contact with their target market.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">The Shift in Marketing Strategies<\/h2>\r\n\r\n\r\n\r\n<p>This new way of advertising has created a shift from traditional methods. Because people are constantly online being bombarded by ads and new information, social media influencers are a way to reach efficiently target segments, because they offer a more authentic and personalized content that followers have already proven to engage with.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Consequently, many marketers now integrate influencer collaborations into their communication strategy to boost engagement and conversion rates, ultimately driving sales.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">How Do We Measure Its efficiency?<\/h2>\r\n\r\n\r\n\r\n<p>To continue, new metrics are used to evaluate the performance of their promotion campaigns. Brands often provide influencers with unique discount codes or affiliate links to track direct sales impact. Metrics such as engagement rates and conversion rates have now become essential for assessing the effectiveness of an influencer\u2019s content creation.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">The Future of Influencer Marketing<\/h2>\r\n\r\n\r\n\r\n<p>Finally, influencer Marketing keeps evolving, with agencies specializing in influencer marketing to connect influencers and with companies. To stay competitive in our digital era, companies must recognize the importance of diversifying their marketing strategies and leveraging the visibility of influencers\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Digital marketing is constantly evolving, adapting to new tendencies in the advertising world. A new tendency has emerged in the past 15 years with influencers promoting brands on their pages. More people are becoming influencers as a full-time or part-time job, creating new ways for brands to build awareness and connect with customers.\u00a0 What is [&hellip;]<\/p>\n","protected":false},"author":1849,"featured_media":65283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-65242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencer Marketing: How Social Media Changed Advertising<\/title>\n<meta name=\"description\" content=\"Digital marketing is constantly evolving, adapting to new tendencies in the advertising world. A new tendency has emerged in the past 15 years with\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital.hec.ca\/en\/blog\/the-impact-of-the-rise-of-influencers-on-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing: How Social Media Changed Advertising\" \/>\n<meta property=\"og:description\" content=\"Digital marketing is constantly evolving, adapting to new tendencies in the advertising world. A new tendency has emerged in the past 15 years with\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digital.hec.ca\/en\/blog\/the-impact-of-the-rise-of-influencers-on-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-ca.facebook.com\/HECMontreal\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-21T01:07:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-12T19:22:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/03\/perfect_influencer_marketing_brief.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"oliviertiphaine\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"oliviertiphaine\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/\"},\"author\":{\"name\":\"oliviertiphaine\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/person\\\/4304725ac8bba58eb335e90bd50c1a75\"},\"headline\":\"Influencer Marketing: How Social Media Changed Advertising\",\"datePublished\":\"2025-03-21T01:07:19+00:00\",\"dateModified\":\"2025-04-12T19:22:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/\"},\"wordCount\":304,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/perfect_influencer_marketing_brief.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/\",\"name\":\"Influencer Marketing: How Social Media Changed Advertising\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/the-impact-of-the-rise-of-influencers-on-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/perfect_influencer_marketing_brief.jpg\",\"datePublished\":\"2025-03-21T01:07:19+00:00\",\"dateModified\":\"2025-04-12T19:22:12+00:00\",\"description\":\"Digital marketing is constantly evolving, adapting to new tendencies in the advertising world. 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