Influencer marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The results of the campaign are collaborations between brands and influencers. The Influencer Marketing Hub is now an established website with hundreds of articles explaining the intricacies of influencer marketing, along with other types of online marketing. The original version of this post was the first article we wrote for the site.
Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. One of the biggest mistakes that traditional media makes is a failure to see the difference between celebrities and online influencers. It is not accidental that these people follow influencers, not the brand. Don’t try and foist rules and business practices onto an influencer. The audience is there, and they can simply walk away, taking their followers with them.
Influencers can be anyone. What makes them influential is their large followings on the web and social media. An influencer can be a popular fashion photographer on Instagram, or a well-read cybersecurity blogger who tweets. They are the go-to people that provide the answers to people’s questions. Depending on their sphere of expertise, they are the people who make the most engaging social posts.
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