Whether you’re on social media or not, there is a probability that you are aware of or could name one influencer. About a decade ago, influencing was left up to celebrities and the few exceptional bloggers. 
Social media started to boom in the 2010s, and as for marketers it was going to take more than knowing the best days and times to post on Instagram and Facebook. As for now in 2021 influence marketing is a billion dollar industry due to that blow up of social media, and now includes influencers of all ages, interests, and industries. It’s known that Instagram has their well-known marketing strategy, but as of 2020 other networks, such as Tik Tok and Snapchat have their own set of demographics to influence. There has been numerous occasions when I’ve seen an influencer on Tik Tok, YouTube or Instagram that has convinced me to buy something, whether it was because of their opinion or just because the product caught my eye.
Influence marketing is very effective due to helping brands achieve so much in their campaign goals, which is usually broken down into direct response and brand awareness. The KPI’s among brand awareness usually involves hitting a specific social reach whether gaining a certain amount of impressions on a post or followers. As well as other engagement through likes, comments and shares to hopefully driving more website traffic or media coverage. KPI’s shown for direct response could be a conversion in sales, CTR, downloads and signups. It’s to be said that marketers believe the quality of customers and traffic from influencer marketing is better than other marketing sources.
[1] https://digitalmarketinginstitute.com/blog/9-of-the-biggest-social-media-influencers-on-instagram
[2] https://sproutsocial.com/insights/influencer-marketing/
[4] https://mediakix.com/blog/influencer-marketing-effectiveness/
[5] https://influencermarketinghub.com/influencer-marketing-benchmark-report-2021/
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