Influencer marketing

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Influencer marketing is an advertising^[1] tactic where businesses pinpoint individuals who hold considerable influence over potential consumers’ choices. These influencers can vary from renowned celebrities to experts in specific fields, and they are utilized to indirectly engage with the intended audience, predominantly via social media channels. The primary objective of influencer marketing is to leverage an influencer’s audience to sway purchasing habits and broaden a brand’s visibility. Compensation for influencers can significantly differ, with high-level influencers commanding hefty fees for their promotional content. Alongside its advantages, influencer marketing is also governed by rules and regulations, notably from the Federal Trade Commission (FTC), which views influencer marketing as paid endorsement. Despite its efficacy, experts caution against neglecting offline influential contributions, and platforms such as Instagram^[2] are alert to fraudulent influencer practices. Moreover, ongoing research is investigating the influence of influencers on consumer behavior and the efficiency of influencer marketing.

Terms definitions

1. ↑ advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.

2. ↑ Instagram ( Instagram ) Instagram, a renowned social media platform, was initially launched in 2010 by innovators Kevin Systrom and Mike Krieger. It originated as a check-in app known as Burbn, but later transitioned into a photo-sharing application, hence the name Instagram. The platform is globally acclaimed for its ability to share photos and videos, augmented by features such as hashtags, stories, and private messaging. Over the years, Instagram has seen substantial growth and transformation, broadening its reach to various operating systems and consistently integrating new tools and features. These additions encompass IGTV, Reels, and improvements to live streaming, all aimed at enriching the user experience. Instagram also prioritizes user safety, enforcing child protection policies and privacy safeguards. It has emerged as a crucial component in digital marketing, with advertising campaigns and influencer collaboration tactics.

Influencer marketing (Wikipedia)

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Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.

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