A marketing approach that partners with individuals who have an established, engaged audience — influencers — to promote a product or brand to that audience, leveraging the influencer's existing credibility and relationship with their followers.
Why it matters
Influencer marketing can reach audiences that are otherwise difficult to access through traditional advertising, and often carries more inherent trust, since the message comes through a person the audience already follows and respects, rather than a brand speaking directly.
In a sentence
"The influencer campaign performed better among a niche, highly engaged audience than a broader paid social campaign targeting the same demographic would have."
Related terms
- Often confused with: Affiliate marketing (influencer marketing is typically a paid partnership based on content and reach; affiliate marketing is specifically structured around a commission paid per resulting sale or action, and doesn't necessarily involve an established audience or personal brand).