Influencer Marketing

Influencer marketing has been on the upswing for years, defying predictions that it’s yet another digital marketing fad. Although the pandemic reshuffled the space and sorted some clear winners and losers, expansion remained the name of the game in 2020 and 2021. Actually, that’s an understatement. According to a Business Insider report on the state of the influencer marketing industry, a staggering 96% of U.S. and U.K. consumers said they…

The word influencer was added to the Merriam Webster dictionary in 2019, but influencer marketing is nothing new. For centuries, high-profile individuals have influenced consumer buying decisions. In the 17th and 18th centuries, citizens turned to kings, queens, and popes for advice on which medicines to take. The in early 1900s Roscoe Arbuckle became one of the first celebrity influencers when he agreed to promote Murad cigarettes (although he refused…

A year or so ago, MarketingProfs ran an article about influencer marketing which contained an interesting footnote: while 55% of B2C marketers were running an influencer program, the number on the B2B side was only 15%. With so many B2B products being consideration-heavy purchases, requiring the buy-in of a range of people within an organization, B2B marketers could be making better use of Influencer partnerships to get their products on…

Who are these influencers, anyway? Are they celebrities? Do they come from some political background? Well, no! In a nutshell, anyone with a decent following on any social platform can be an influencer. Companies are paying these self-made people to endorse their brands, commissioning collaborations that help them attract new followings. Let's list out the things that any brand marketer worth her salt must absolutely know about influencer marketing. Quick Takeaways: Micro…