Influencer marketing is defined as “a form of marketing in which focus is placed on specific key individuals […] who influence over potential buyers, and orients marketing activities around these influencers” (Adweek). More specifically, this type of marketing focuses on finding, analyzing, engaging and building relationships with influencers or key opinion leaders (KOL), then using them to deliver your brand’s message to the right target audience. Instead of using direct advertisements, brands pay, collaborate with or inspire influencers to share their content, which can enhance both brand awareness and influencer relations.
Once just a trendy buzzword in marketing circles, influencer marketing has proven to be the real deal: an essential strategy for marketers. For the past few years, it has been evolving from a tactical practice (more or less trial-and-error) to a state-of-the-art digital marketing strategy implemented by huge brands across industries (Daniel Wellington, Mercedes-Benz, Puma, etc.) The industry around social media influencers has grown rapidly over the past few years, and its global value is predicted to be 2.38 billion U.S. dollars in 2019.