Influencer marketing is a strategy where influencers—people and/or organizations—that are believed to have an authority and expertise in the relevant field endorse and promote products and services. There is an inherent tendency in consumers to believe their fellow consumers more than the brand. A fellow consumer with a fan following, expertise, and an overwhelming social media presence—an influencer, in short—can be appointed by brands to market their products and services.
Influencer marketing when done right forms the trust of decision-makers in brands that enhances the reach, relevance, and engagement between buyers and brands. Influencer marketing establishes thought leadership, easily attracts the target audience, and provides credibility to testimonials and reviews to win the trust of consumers and decision-makers.