What does the term "influencer marketing" refer to?

Influencer marketing refers to the practice of collaborating with individuals who have substantial followings on social media platforms to promote products, services, or messages to their audience. This method leverages the influencer's credibility and relationship with their followers, making the promotion more organic and likely to resonate with potential customers. Influencers can create authentic content that showcases the product and shares personal experiences, enhancing trust and engagement.

The effectiveness of influencer marketing stems from its ability to reach specific target groups through influencers who already have the audience's attention, making it a powerful tool in modern marketing strategies. In contrast to traditional methods, such as print media or solely relying on statistical analysis, influencer marketing adapts to the digital landscape and the changing ways consumers interact with brands and content.