WHAT IS INFLUENCER MARKETING?
Let’s back up for a minute. What exactly is influencer marketing, and how does it differ from the traditional celebrity spokesperson advertising model? Influencer marketing is designed to tap into an existing community of engaged followers.
Influencers — or influential people — are specialists in their particular niches, and have established a high level of trust and two-way communication with their follower bases.
As a result, these individuals have influence over an audience you might be trying to reach, and can be helpful marketing to those buyers.
There is some overlap between celebrity endorsements and influencer marketing campaigns, but fans of influencers trust that their endorsement of a product or brand comes from a well-researched, more holistic place, rather than something as simple as a signed contract. And while there is often a formal agreement in place between brands and influencers, influencers tend to be more selective about their affiliations, choosing to partner with brands that reflect their unique personal brands and won’t alienate their followers.
Celebrity product endorsements are less about engagement and more about attaching a person’s fame and name recognition to a particular brand. For brands, celebrity-driven campaigns are much more about grabbing the attention of a wide audience than tapping into a very specific niche.