Influencer Marketing

Influencer marketing is a partnership model where creators promote products to audiences that trust their opinions. Performance depends on audience fit, creator credibility, and message authenticity more than raw follower count. Strong programs evaluate creator quality using engagement integrity, audience overlap, and historical conversion outcomes, then structure campaigns with clear deliverables and tracking. Micro and mid-tier creators often outperform celebrity accounts on efficiency because trust and niche relevance are higher. Teams should define goals by funnel stage, use transparent sponsorship disclosures, and measure incrementality beyond vanity metrics. Influencer strategy works best when creator voice is preserved instead of forcing rigid brand scripts.