What is Influencer Marketing?

Influencer marketing is a way of marketing that focuses on influential people instead of a targeted market using social media. It recognizes people who have influence over prospective customers and adjusts marketing actions around those specific influencers.

How does Influencer Marketing Work? 

Influencer marketing entails marketing products and services to individuals who have a strong influence over what others purchase. This influence in the market comes from the influencers reputation, popularity, or expertise. Its like word-of-mouth marketing but marketing to a group of influencers doesnt depend on specific recommendations. Influence can appear from a variety of places. Any brand, person, place, or group can conceivably become an influencer. Celebrities, for example, are often chosen to market products because of their brand visibility and the respect people have for them. When a celebrity is seen using a product, the company that manufactures it gets recognition, respect, and exposure from the endorsement.Because bloggers are viewed as authentic and have devoted followers, they have become significant influencers. The recommendation of a blogger for a product appears more trustworthy than conventional advertising. Straight forward marketing communication receives skepticism and cynicism that companies tend to avoid by using influencers.What makes this kind of marketing special is that it interests the needs of the influencer instead of the customer. Companies have to form organic and open relationships and respect influencers so they give an endorsement for a product. A way in which a company might go about doing that is to invite the influencer to visit the firm personally or give the influencer access to a product that hasnt been released.Influencer marketing isnt as manageable as ordinary marketing. A products chance of success could receive negative impact should an influencer fall out of the public light or get into legal trouble. Marketers have to prepare for how they will handle negative fallout if the influencer they are using rejects or misrepresents their product.