If there is one section of online marketing that is rapidly progressing, it's influencer marketing and it is quite hard to ignore nowadays. People wouldn’t be talking about it and you wouldn’t be reading about it, if it didn’t have a big reputation and impact.

At a fundamental level, influencer marketing is a type of marketing that uses endorsements and product mentioning from people who are viewed as trustworthy experts by their followers within their dedicated niche. It isn’t just about finding someone with an extraordinary audience and offering them money or exposure so they can say praise a specific product, service or brand, that's what celebrities are for. Influencers, on the other hand, are those who try to build their own brand and cultivate their audience organically and that’s what makes them trustworthy. As a result, working with influencers can make or break a brand or company’s marketing campaign.

Unlike celebrities, influencers can be anywhere and it can be anyone: a popular product photographer on Instagram, a YouTube makeup blogger, or a respected businessman on LinkedIn. These people can also be easily recognized by the amount of followers they have gained, which usually goes up to thousands, if not millions.

influencer marketing


But what can go wrong?

A decade ago, the influencer marketing field was limited to celebrities and a few bloggers whereas now the market has become saturated.This has created a problem as there are many influencers and few that can be seen as trustworthy and real. Unlike advertising agencies or legacy media outlets, influencers can get fake. They can easily lie, steal other people's pictures or buy followers to increase their numbers to close new or bigger deals. That is why bigger brands have been moving from macro-influencers (500k-1m followers) to micro-influencers (10k-50k followers) an alarming 61% of customers say that they are more likely to trust micro-influencers because they produce the most relatable content.

However, one of the influencer marketing agencies revealed that despite some obstacles, 80% of marketers find influencer marketing very effective. That is to say that influencers are here to stay. But as the world is constantly changing, it’s important to be ready to respond to those changes and adapt to the new needs of the market.  

By all means, influencer marketing has an important role, both in the corporate and social world, as it is based on people's trust, which has a great force of prestige and power to influence the masses.