Quite simply, an influencer is someone who can influence others. In influencer marketing, that influential person collaborates with a brand to promote something. Celebrity endorsements were the original form of influencer marketing.
But in today’s digital world, social content creators with niche audiences can often offer more value to brands. These people have dedicated and engaged groups of followers on social media.
So, a social media influencer is someone who wields their influence through social media. When you hire an influencer to promote your product or brand, that’s influencer marketing.
More than two-thirds (67.9%) of U.S marketers will use some form of influencer marketing this year. That’s expected to increase to 72.5% in 2022.
Not convinced influencer marketing can lead to real business results? Civic Science found that 14% of 18-to-24-year-olds and 11% of millennials had bought something within the last six months because a blogger or influencer recommended it.
Instagram remains the platform of choice for social influencers. 93% of U.S. marketers plan to use Instagram for their influencer campaigns in 2021. But keep an eye on TikTok.