Customers’ opinions have long served as powerful marketing tools, but the implementation of social media platforms has expanded the reach of the customer’s voice. In fact, the success of today’s marketing campaigns often relies on a concept known as influencer marketing. According to Forbes, influencer marketing works toward identifying and targeting persons who hold influence over prospective buyers. When effective, influencers help put the spotlight on a brand.
Spokespeople and celebrities were often tapped in the past for influencer roles, but an important influencer today could just as easily be an everyday consumer. The easiest way to tell influencers apart from other consumers is often the size of their social media following. However, holding marketing influence is not only about having a large following. Influencers also typically have a vast amount of knowledge regarding a specific topic, and, as a result, are often relied upon by other consumers for their credibility and expertise.
