As social media gained popularity in the 2000s and early 2010s, influencer marketing was seen as the preserve of celebrities and other similar personalities.

1. THE USE OF
INFLUENCER
MARKETING
RAZI SALIH

2. 2
THE USE OF INFLUENCER
MARKETING
As social media gained
popularity in the 2000s
and early 2010s, influencer
marketing was seen as the
preserve of celebrities and
other similar personalities.
That has changed in recent
years, as social media
influencers abound with
varying sizes of followers,
interests, and beliefs. For
the modern digital marketer,
working with digital
influencers and content
creators is a refined process.
Micro-influencers
tend to have relatively
smaller followings
(compared to a globally-
famous celebrity, for
example), but they also
tend to have deeper,
more personalized
connections with them.

3. 3
Influencer Trends
Many influencers have a common thread
that makes them appealing to brands and
advertisers, and that’s the ability to connect
with their audience. As brands continue to
seek authentic campaigns that speak to their
customers, using influencers becomes a
suitable option. For the modern marketer, the
following are some of the influencer trends to
take into consideration:
• Micro-Influencers: Micro-influencers
tend to have relatively smaller followings
(compared to a globally-famous celebrity,
for example), but they also tend to have
deeper, more personalized connections
with them. As such, brands love them
because of the loyalty they generate.
• Long-Term Partnerships: Creating
long-term relationships with audiences
is what many brands yearn for, and one
way to do so is by leveraging long-term
partnerships with influencers.
• Integrated campaigns: Increasingly,
influencer campaigns are now going
beyond social media and being integrated
into platforms such as email.

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