What Is It and How to Build a Solid Strategy

Influencer marketing is a big deal.

From Instagram and TikTok to YouTube and other platforms, brands are collaborating with popular individuals to reach their network of followers and promote their products and services. As the popularity of social media has rapidly risen, so has the investment and interest in influencer marketing.

But there’s far more to this infamous tactic than you might think, and approached in the wrong way, influencer marketing can waste budget, or, in extreme cases, be brand damaging.

In this guide, we will help you to navigate this popular tactic and build a solid strategy, covering:

What is Influencer Marketing?

Influencer marketing is the collaboration between businesses individuals who have large and engaged followings online.

Brands work with these individuals (known as influencers because of the influence that they have over their followers in the social-first world that we live in) to reach their networks of followers to promote their products and services.

Traditional advertising is becoming less effective, and even many online channels are starting to stagnate due to a rise in ad blockingand changes in consumer behavior.

In many ways, influencer marketing is the digital version of our offline peers’ influence on our purchasing habits. It is only human nature that we make considered purchases that are informed by what friends and family members have recommended or experienced.

And Psychologist World does a great job of explaining this as...