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What is Influencer Marketing? Influencer marketing is one of the most common types of marketing strategy that advertising agencies use. “Influencers” are used by these agencies to advertise different brands and products. These influencers are also referred to as key leaders and are the target market of this marketing approach instead of the large group of consumers. Through the clout of these influencers, they are able to motivate their followers to try the products they are using. There is a strong need for advertising agencies to understand who and what is an influencer so they can filter the right candidate to advertise the product. Popularity is just a morsel of being an influencer, but is not the end of it. The status of an influencer is achieved over time and requires a lot of hard work. Beause of the experiences and interests of these influencers, thy are able to attract followers. Examples of influencers are those social media stars who continue to attract followers and subscribers to their channels and pages. Their followers gravitate towards them and trust their word, mainly because they know that their influencer shares the same feelings, experiences and ideas. This is what differentiates a person who is just popular from a person who is an influencer. It is a common misconception that all influencers should be paid. Some of them will promote a product if they believe in it. Because not everyone is after the monetary payment, this makes influencer marketing one of the most cost effective techniques in advertising. Some of these influencers only ask for samples and if they find the product worth endorsing, then they would without any form of remuneration. They are usually into creating lasting relationships with agencies instead of just waiting for a check for their payment.
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Because some of these influencers intend to create relationships, the return on investment does not mark the end of the partnership. In fact, it is only the beginning of the relationship. Just like any other partnership, it is better to lay down the objectives and goals of the relationship. The details and the transparency within the partnership will greatly benefit both parties as this would make it easier to plan actions to reach the goals.
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Influencer marketing is not the kind of marketing strategy that will wipe out other advertising techniques. It is even better to supplement this form of marketing strategy with several other advertising ideas. By combining influencer marketing with other approaches, agencies are able to make the most out of their efforts. The key component of this kind of approach is the trust between the influencer and their followers. Because of trust to the influencer, a large crowd is enticed to advocate certain products because the person they look up to is endorsing it.