Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.

At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.

Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Most influencer campaigns have some sort of social-media component, whereby influencers are expected to spread the word through their personal social channels.

Advocate marketing isn’t influencer marketing, either. The best way to understand the difference is that advocate marketing focuses on encouraging or incentivizing already-loyal customers to share their love of your brand or product. The sharing might happen by way of product reviews and customer references.

Many brands struggle to measure an influencer marketing campaign’s effectiveness. The ways to evaluate it depend on the goals and KPIs you set for the campaign.If your goal is to boost brand awareness or social media visibility, track impressions, engagement rate, and outreach. The best way to do so is to request statistics from the influencer you worked with.

Many influencer campaigns also carry a content element in which either you create content for the influencers, or they create the content themselves. This type of influencer marketing works great for growing your follower base on social networks. However, it takes a lot of courage as the brand delegates running its account to an influencer for an agreed period of time.

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