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What is Influencer Marketing?


The rise of social media and the sudden emergence of “influencer culture” has almost entirely altered the marketplace in the last decade. This new breed of influencers maintain particular influence over their social media following and are able to affect their actions and buying habits. Inevitably, “influencer marketing” is a new and significant element of the online marketing mix in the modern era and is projected to become a $13.8 billion industry in 2021.

Prior to 2010, influencer marketing was essentially limited to celebrity endorsements, whereas today, it has branched out to include bloggers, gamers, Instagram celebrities, TikTokers, and YouTubers. SproutSocial defines influencer marketing as “a type of social media marketing that uses endorsements and product mentions from influencers - individuals who have a dedicated social following and are viewed as experts within their niche.”

Successful influencer marketing requires effective research and collaboration between a business and an influencer. With thousands of influencers saturating the online marketplace, from Kendall Jenner to James Charles and Charli D’Amelio, it is crucial to find an influencer whose vision aligns with your business and the product or service you are looking to promote. The most important factor is working with an influencer who your target audience trusts.

The Influencer Marketing Hub reported that 75% of brands intend to dedicate a budget to influencer marketing in 2021. You can learn more about all the latest trends within the marketing industry at the B2B Marketing Expo on April 6th & 7th, 2021. Get your free tickets today!