What is influencer marketing, and why is it so effective?

Using social media influencers can help your company reach new audiences.

A woman looking at something on her smartphone. Influencer marketing uses endorsements and product mentions from influencers who are experts within their niche and have a dedicated social media following. You might be familiar with Jacob Shipley on LinkedIn, or perhaps you’ve heard of Charlie D’Amelio on TikTok. These are just two examples of influencers with large followings on a social media platform, traditionally with very loyal followers. Micro-influencers, social media users with smaller followings, offer more niche subject areas and hyper-engaged audiences.

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Influencer marketing continues to grow in popularity as social media platforms continue to develop alongside social media platforms, making it a popular way to promote your products and services. We practically live on social media, so why not market your company and products with popular individuals on each platform?

Collaborating with social media influencers helps create an online buzz about your brand, but it’s important to pick the right influencer and platform to reach your desired audience.

For example, a company that offers health-conscious products to college students will want to connect with an influencer on TikTok or Instagram. The company will want someone whose niche focuses on healthy living, who has a large following, and with active users who are 18-23 years old.

Or, If your B2B company offers insurance, you’ll want to connect with other industry professionals. In this instance, your company could partner with an influencer on LinkedIn, who connects insurance industry professionals, such as Tony Canas.

Partnering with the right influencer can strengthen your brand’s reputation, improve your audience engagement, and increase your overall conversions. Influencer marketing grants company exposure outside of what a PR campaign could provide by having influencers market brand products or services to social media users that they would not have seen otherwise.

This form of marketing isn’t a new concept, but it continues to be effective because of how companies can adapt and employ influencers to capitalize on current trends. Take Bloom, for example. The nutrition company that went viral on TikTok for selling supplements started its own company’s buzz by partnering with lifestyle influencers on TikTok and Instagram Reels.

If you’re interested in learning more about influencer marketing, you can check out our blog about the do’s and don’ts of influencer marketing or book a one-on-one consultation with us to learn how it might work for your company!