Influencer marketing uses influential leaders to promote a brand's message to a large audience. It identifies people with large social followings who can influence target consumers. An effective influencer marketing campaign identifies key influencers, builds a campaign around them, and measures metrics like reach, sales, and awareness. Influencer marketing is more trusted than traditional ads because it leverages social proof and word-of-mouth recommendations from influencers their audiences respect.

1. What is Influencer Marketing?
Influencer marketing uses influential leaders to drive the brand’s message to the larger market. Influencers are
inspired / hired / paid to carry out the word to the consumers. There are several advantages of using influencer
marketing, therefore, brands are more focusing on influencer marketing to promote their products.
While some people interchangeably use word-of-mouth and influencer marketing, there is a real difference
between the two disciplines. While influencer marketing is the concept of engaging key people to influence
friends and family, word-of-mouth marketing is the real avenue through which this communication occurs. So,
almost all influencer marketing involves word-of-mouth marketing methods while all word-of-mouth marketing
is not driven by influencer campaigns.
Influencer marketing more focuses on finding influencers. Influencers are always paid in some way, either
through money or free products.
The concept of influencer marketing is taking the prior place in the world of marketing. The word ‘influencer’
itself defines the underlain goal of this marketing strategy. Creating influences through influencers is the prime
focus of this type of marketing. In simple words, influencer marketing uses influential leaders to drive the
brand’s message to the larger market. Influencers are inspired / hired / paid to carry out the word to the
consumers.

2. What is Influencer Marketing?
Influencer marketing uses the key brand advocates to organically transmit their message to the larger market.
It identifies people, who have greater social followings and who can generate greater influence upon the target
audiences. With these key influencers it then focuses on marketing efforts. Influencer marketing increases
brand’s potentiality to unify their marketing, sales, PR, product, digital marketing, social media etc. by means of
powerful and relevant communication based on relationship. The ROI and the marketing potential of influencer
marketing are enormous.
For example, a testimony from an individual influencer such as an academician, journalist or YouTube
personality plays crucial role by talking or writing in detail about the features and benefits of the product.
These key personalities may also come from third parties such as, retailers and manufacturers.
What are the Key Components of Influencer Marketing?
Influencer marketing involves a few unique components that helps to build an influencer campaign. Here are a
few tips on how to make a influencer marketing campaign-
• Identification of chief brand or product influencers, either manually or through a platform.
• Build a marketing campaign focused on those influencers.
• Build a secondary marketing campaign for the influencers to initiate greater awareness to a larger body of
target consumers
• Monitor key metrics relating to reach, sales and brand awareness.

4. Why Brands use Influencer Marketing?
1. Word-of-mouth is generally more trusted than any other kinds of advertising. Influencer marketing
prioritizes this word-of-mouth information over paid marketing strategies trough television, magazine, or
newspaper ads. This provides companies with an opportunity to leverage the power of social proof, while
relying on social influence creators.
2. Consumers expect brands to talk to them so that influencers have more power than ever. Brands can create
conversations with their target audience by partnering with the right influencers. When influencers make
recommendation of some brand to their following, they become an extension of the company’s marketing
department.
3. Develop connection with people taking a “natural approach” to influencing marketing. You are willing to
partner with some brands, but you know who you are partnering with.

5. Key Points
1. Influencer marketing uses the key brand advocates to organically transmit their message to the larger market. It identifies people,
who have greater social followings and who can generate greater influence upon the target audiences. With these key influencers it
then focuses on marketing efforts.
2. Here are a few tips on how to make a influencer marketing campaign-
• Identification of chief brand or product influencers, either manually or through a platform.
• Build a marketing campaign focused on those influencers.
• Build a secondary marketing campaign for the influencers to initiate greater awareness to a larger body of target consumers
• Monitor key metrics relating to reach, sales and brand awareness.
3. Word-of-mouth is generally more trusted than any other kinds of advertising. Influencer marketing prioritizes this word-of-mouth
information over paid marketing strategies This provides companies with an opportunity to leverage the power of social proof, while
relying on social influence creators.
4. Brands can create conversations with their target audience by partnering with the right influencers. When influencers make
recommendation of some brand to their following, they become an extension of the company’s marketing department.
5. Develop connection with people taking a “natural approach” to influencing marketing. You are willing to partner with some brands,
but you know who you are partnering with.
Published by Brainware University