Influencer marketing is an approach that seeks to maximize the effectiveness of efforts by targeting individuals who have a large following and whose opinions carry a lot of weight. Typically, the approach is applied in a social media marketing (SMM) context.
Influence marketing can be broken down into a few stages. The first step is identifying influencers. To be effective, an influencer should have relevance for your brand or product. A celebrity chef would be a good influencer for cookware, for example, and a security expert would be a good influencer for a multifactor authentication app. The next step is ranking influencers in terms of their reach. The final step is targeting those individuals that are likely to have the greatest impact and influencing the influencers, who will, ideally, become brand advocates.
Influencers can help or hurt your brand, depending on their assessment of your products and services. If an influencer is happy enough with your brand to promote it, that’s bound to be good for business. if, however, an influencer feels that your product is shoddy and/or service is poor, he is also quite likely to voluntarily share his experience with his followers.