Influencer
An influencer is a well-known person who has an above-average influence on the behavior of others. This influence usually consists of a combination of a large reach and an appealing reputation or authority.
Many influencers offer their influence on the buying habits of their followers to promote products and stores in exchange for a (financial) consideration. The promotion usually consists of posting photos or visibility in videos on social media, website or video channel.
Popular platforms used by influencers are social media (such as Instagram, TikTok, Facebook and Twitter), video platform such as YouTube and Twitch and their own websites and weblogs. The more followers an influencer has the greater their reach and influence.
For celebrities such as actors, artists, TV presenters, athletes and models, working as an influencer provides an interesting side income. Many successful influencers who owe their fame and authority purely to the Internet can even make a living from their income as an influencer.
Influencer marketing
Using influencers as a marketing strategy is called influencer marketing. Here, influencers are used by companies to bring products and services to the attention of their target audience. Especially for companies with a young target group, using influencers is becoming increasingly important.
Many novice influencers are enticed to recommend or review a product in exchange for a freebie, or a barter deal. More experienced influencers with greater reach generally always receive compensation for their services.
Advantages and disadvantages of influencer marketing
According to studies, for many consumers, influencers' recommendations are similar to those of friends and family. Influencers build a bond with their audience. Many online content creators have built their reputation by sharing their knowledge or things they are good at. They can use this connection and their status to inspire their followers to make purchasing decisions.
The trustworthiness that influencers exude makes influencer marketing more effective than other forms of marketing. Globally, hundreds of billions of dollars now go into influence marketing. There are agencies that match the right advertisers and influencers and help connect and create campaigns.
At the same time, because of the risk of harm, influencers and advertisers will have to be careful about their commercial activities. In particular, authenticity and credibility are important. Also, it is not appreciated when promotion on an influencer's channels takes over.
