Influencer Marketing: Is it a key to increasing sales?

Lee Sooyeon

             Influencer marketing is now an established form of online marketing. It has been a buzzword for a while now, and the mainstream media regularly refers to it. Yet, there are still people who don’t really understand what influencer marketing is about.

             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 main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers. But influencer marketing doesn’t just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting. So, what is an influencer? Usually, influencer refers to someone who has:

  • the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
  • a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.

p.c: mediacoverage.com

             Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. Some influencer marketing collaborations are less tangible than that – brands simply work with influencers to improve brand recognition.

             It is also important to realize that it is the influencers who have built a keen and enthusiastic audience. It is not accidental that these people follow influencers, not the brand. In reality, the audience doesn’t care less about the brand. They only care about the opinions of the influencers.

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