Influencer marketing is a term from the fields of digital branding, digital marketplaces, and iROI digital marketing. In influencer marketing, companies work with well-known personalities from the internet – so-called influencers – to promote their products or services. These influencers often have many followers on platforms such as Instagram, YouTube, or TikTok and enjoy a high level of trust there.
What's special about influencer marketing is that advertising doesn't appear as a classic advert, but rather in the form of a personal recommendation. For example, an influencer uses a new running shoe, talks authentically about their experiences, and recommends the product to their viewers. This makes potential customers feel personally addressed and the advertising appears more credible.
Influencer marketing is an important tool, particularly in the digital age, for reaching new target groups and strengthening brand trust. Companies benefit from it by strategically increasing their reach and addressing customers in a modern, direct way. One example: A cosmetics company sends a well-known beauty influencer a new cream, which she then presents in a video. Her followers become aware of the product and are influenced by her opinion.
Deutsch 
English (UK)