Influencer marketing involves marketing products and services to those who have a sway over the things other people buy. This market influence typically stems from an individual's expertise, popularity, or reputation. Marketing to an audience of influencers is similar to word of mouth marketing, but it doesn’t rely strictly on explicit recommendations.
Influence can come from a wide range of places. Any person, group, brand, or place could potentially be an influencer. For example, celebrities are often used to market products because they are highly respected and highly visible. When a celebrity uses a product, the maker of that product gets exposure and the respect that comes from a celebrity endorsement.
Bloggers have become important influencers because they are seen as authentic and have loyal followings. When a blogger recommends a product it seems more trustworthy than traditional advertising. By using influencers, companies can avoid much of the cynicism and skepticism that is directed at straight forward marketing messages.
This form of marketing is unique because it appeals to the needs of the influencer rather than the customer. Companies must give influencers respect and form open and organic relationships for the influencer to endorse a product. This might include giving the influencer access to a soon-to-be released product, or inviting the influencer to visit the company in person.
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