Influencer marketing is a form of social media marketing where businesses partner with social media influencers who have large followings and audiences to promote their brand. It has grown significantly over the past 5 years on platforms like Instagram. Influencer marketing works because audiences already know and trust the influencers. It allows brands to reach new potential customers in an authentic way without seeming like overt sales pitches. In Canada, over half the population follows influencers and influencer marketing is growing rapidly, with 65% of Canadian brands making more money through it and 71% of Canadians preferring products recommended by influencers.

1. INFLUENCER MARKETING
DIGITAL DIGEST 1
BY
OMKAR NAGWEKAR
STUDENT ID: 122527203

2. WHAT IS INFLUENCER MARKETING?
Influencer marketing is a category of social media marketing which helps a business
to reach more effectively to its target audience. Influencer marketing on Instagram
and other social media platforms has grown immensely since past 5 years. However,
the social media influencers who has dedicated followers uses brand endorsement
and product mentions. They are basically a spokesperson of the brand. However, the
influencer marketing works for the brand because the audience already know the
influencers. Customers trusts the influencers. Furthermore, it’s a person who speaks
not the brand.

3. Various platforms of social media Influencer.
FACEBOOK INSTAGRAM YOUTUBE
01 02 03 04
TWITTER

4. Influencer marketing works mainly on trust
factor. The social media influencer
resembles themselves very straight-forward
about the products and services of brand
which helps the target audience to choose
the product of their choices. However, some
social media influencers build trust of the
customers by providing reviews and
recommendation of the product such as
latest cellphone, laptop, Movies, or any other
products which are mainly targeted to the
millennials. Moreover, they also elaborate
about the product benefits of why they like
the product or services and why customers
should purchase through pictures, videos, or
blogs
How Social media
Influencer marketing
works?

5. How effective is influencers marketing in Canada?
● The social media platform has completely altered the image
of the brand marketing. Around 25.35M people uses social
media accounts in Canada. Moreover, 25.19M users are using
Facebook, 12.6M uses Instagram and 7.6M uses Twitter.
Furthermore, 1.69B are spent on social media advertising in
Canada. However, half of the Canadian population are
following influencers which supporting the idea of social
media influencer marketing and has gained interest of major
brands.
● The impact of social media influencers in digital marketing is
growing very rapidly in Canada. Around 65% of brands in
Canada are making more money due to influencer
marketing. Moreover, 71% of Canadians prefer buying
products referred by social media influencers.

6. Social media users in Canada
FACEBOOK INSTAGRAM TWITTER
25.19M users 12.6M users 7.6M users

7. Why influential marketing is growing rapidly?
As given in the above figure, Influencer marketing is fastest-growing online
customer acquisition method. Influencers marketing allows brand to showcase
their features and does not make feel like a sales presentation. Customers trusts
Influencers because of their natural content.

8. Benefit for the business through
social media Influencer marketing
Social media influencers are helping the
business to reach unexplored consumers.
More importantly the influencers
marketing generates more brand
awareness for the company and are cost
effective. The biggest benefits of influencer
marketing are that they set a trend. They
help the product and services gather
attention of the customers as well as
generate more leads.

9. Social media influencers categories
● FOOD BLOGGERS
● TRAVEL BLOGGERS
● FASHION INFLUENCERS
● YOUTUBERS
● TECH REVIEWERS
● BEAUTY AND COSMETIC INFLUENCERS
● TIKTOKERS
● ENTERTAINMENT ARTISTS

10. Editor’s view
Social media marketing is already booming
for all the business globally. Whereas
Influencers Marketing are playing very vital
role in social media marketing. According to
me micro influencers with 25K followers are
emerging. Moreover, I believe, social media
influencer are very effective in customers
buying behavior. Most of the users follows the
Influencers trends as well as explore the
product and services which influencers
market. However, the social content creators
with niche audiences are driving more
business in this digital world.

11. Social media Influencer Marketing example in Canada
A Ski resort in British Columbia, Sun
peaks wanted to increase
awareness about their top winter
attractions, which consists jaw-
dropping natural view, crowd-free ski
runs, seasonal festivals. The resort
contacted Canada’s top adventure
photographer and Instagram
influencer, Callum snape
(@CalSnape)
Just After the release of stunning
images, Instagram stories create
massive interest in Sun peaks
resort.

12. REFERENCES
https://www.ucanwest.ca/blog/business-management/the-growing-
impact-of-influencers-in-the-business-world
https://www.clickz.com/how-can-a-brand-benefit-from-influencer-
marketing/97450/fastest-growing-online-customer-acquisition-method-
influencer-marketing-png-e1454464535674/
https://brandchamp.io/blog/top-social-platforms-influencer-marketing/
https://www.statista.com/topics/2729/social-networking-in-canada/