Influencer Marketing

Influencers, bloggers, YouTubers, followers… How often have we come across these terms, understanding their meaning but not fully grasping their real function?

Let’s take a closer look at one of the key phenomena of this millennium: Influencer Marketing, which can be succinctly described as “a form of marketing based on the influence that certain individuals have over people’s purchasing decisions.”
Today, companies have started to include influencers in their marketing strategies, aiming to boost their brand’s or a product’s reputation by influencing customers’ decisions.
Followers have developed such a high level of trust in influencers that they almost blindly rely on their opinions.

Businesses have learned to leverage the trust that influencers have built by assigning them the task of promoting or talking about their products. This type of communication is seen as credible by followers, who trust the recommendations given, as they are perceived as less self-promotional.

For companies, influencers are viewed as valuable communication tools that can trigger online dynamics. They are seen as content creators whose role is to authentically share thoughts and moments on a daily basis. By doing so, influencers help make the context of a brand or product feel “familiar,” gradually building trust with consumers over time, leading them to endorse and recommend the products and companies they believe in.

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