{"id":6194,"date":"2022-01-25T01:06:05","date_gmt":"2022-01-25T01:06:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/marketing-101-what-is-influencer-marketing\/"},"modified":"2022-01-25T01:06:05","modified_gmt":"2022-01-25T01:06:05","slug":"marketing-101-what-is-influencer-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/25\/marketing-101-what-is-influencer-marketing\/","title":{"rendered":"Marketing 101: What is influencer marketing?"},"content":{"rendered":"

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Marketing has a language all its own. This is our latest in <\/em>a series of posts aimed at helping new marketers learn that language<\/em><\/a>. What term do you find yourself explaining most often to new hires during onboarding? <\/em>Let us know<\/em><\/a>.<\/em><\/p>\n

This article was originally published in the <\/em>MarketingSherpa email newsletter<\/em><\/a>.<\/em><\/p>\n

An influencer is a person or thing (like a cartoon character, bot, etc.) with an audience and the ability to \u201cinfluence\u201d that audience to take certain actions \u2013 usually involving both their content area of expertise as well as purchasing products and services.<\/p>\n

For example, a fitness influencer might convince his or her audience to follow a specific workout plan (free) as well buy a certain pair of workout pants (paid product).<\/p>\n

The rise of influencers<\/strong><\/p>\n

In the early 1900\u2019s, America was the land of opportunity drawing immigrants from around the world with the hope that \u201cthe streets are paved in gold.\u201d Today those golden streets are on TikTok, YouTube, Instagram, and the like drawing mere mortals with the hopes that they could be the next homegrown celebrity.<\/p>\n

The growth of social media and easy internet publishing has enabled this new rise of influencers, however, brands have always leveraged people with influence to act as a spokesperson. In the past, the role was often filled by movie starts, athletes, musicians, or others with access to a large audience thanks to traditional publishing and media distribution channels. Today\u2019s influencers have a far more direct relationship with their audience, and often use their own channels in marketing partnerships.<\/p>\n

Another factor that has enabled the rise of influencers is the fractured media landscape. As brands found it more difficult to reach mass audiences through traditional channels like television and newspaper advertising, they were forced to find new avenues to reach potential customers.<\/p>\n

Which brings us to today. The global influencer market is worth $13.8 billion, according to Statista Research Department<\/a>. More than half of marketers (57%) use influencer marketing, according to Pamela Bump on HubSpot<\/a>.<\/p>\n

The role of influencers in a marketing plan<\/strong><\/p>\n

There are eight micro-yeses you need to earn from a customer for a transaction or other conversion action to take place, according to the free digital marketing course Become A Marketer-Philosopher: Create and optimize high-converting webpages<\/a> from MECLABS Institute (MarketingSherpa\u2019s parent organization). You can see all eight micro-yeses in the Landing Page Blueprint PDF<\/a>.<\/p>\n

Influencer marketing can help with three of those micro-yeses:<\/p>\n