Influencer marketing involves marketing products and services to those who have sway over the things other people buy.
This market influence typically stems from an individual’s expertise, popularity, or reputation.
Influence can come from a wide range of places. Any person, group, brand, or place could potentially be an influencer. For example, Celebrities are frequently used to promote products since they are well-known and respected.
Bloggers have become important influencers because they are seen as authentic and have loyal followings.
By using influencers, companies can avoid much of the cynicism and scepticism that is directed at straightforward marketing messages.
This form of marketing is unique because it appeals to the needs of the influencer rather than the customer.
The only major drawback of influencer marketing is that it isn’t as controllable as traditional marketing. While some influencers only add to the positive image of a product, influencers who encounter legal trouble or fall out of the public light might negatively impact a product’s chance of success.
Thus, Marketers must prepare to deal with negative fallout if the influencers they use misrepresent or reject their products.