An influencer is someone who can influence the behaviour of others. An influencer often has a large number of followers on social media, a high level of engagement and a lot of brand awareness among a specific target group. Depending on the number of followers, influencers can be divided into different categories, such as nano-influencers or macro-influencers.
Because followers can often compare themselves to an influencer and recognise themselves in him/her, followers are quickly influenced by an influencer. For this reason, the use of influencers is a popular marketing strategy these days.
Influencer marketing is mainly used to influence people's buying behaviour. Because an influencer is very influential, he or she can significantly increase the sales of a product by promoting it on social media.
Influencer marketing is a relatively new concept, but the field is developing rapidly. Influencers are increasingly being used to draw attention to social issues or good causes. In addition, more and more research is being done into the consequences of promoting alcohol and fast food because of ethical issues. Therefore, influencer marketing for children is nowadays more strictly monitored.