Influencer marketing is now an essential component of digital marketing strategies, especially omnichannel ones. Using influencers, figures who have influence on their followers, to promote products, services and brands allows you to reach your target audience in an effective way that is perceived by the user as more authentic.

What is influencer marketing

Influencer marketing involves collaborating with influential people on various social channels to promote a brand, product or service. Influencers can be celebrities, industry experts, or nano-influencers with a loyal following, and they use their credibility and reach to exert influence over their followers’ purchasing decisions.

Evolution of influencer marketing

In recent years this method has evolved from being a simple promotion tactic to being a sophisticated strategy with specific rules and guidelines. Initially in the field celebrities were predominant, but today the protagonists are also micro and nano influencers (up to 100,000 followers) who, despite having a smaller following, have a high engagement rate.

Influencer marketing strategies

the first crucial thing is the choice of influencers. in fact, it is important to identify those that reflect the values ​​of the brand and that have an audience that largely overlaps with the company’s target. Analysis tools are essential to evaluate the engagement and credibility of the individual influencer, as well as past and current collaborations. The important thing is that the collaboration is always authentic, and that the influencers insert their own personal style into the campaign. In fact, you should avoid overly commercial approaches if you want to maintain a certain level of credibility and authenticity. Diversifying content is also useful, to keep the public’s attention high and not appear boring and predictable and have a negative effect on the brand’s reputation.

 Business impact

Influencers allow a brand to significantly expand its visibility and consumer loyalty. Influencers’ recommendations are perceived as more authentic and transparent than traditional advertising, and their contents tend to generate a high level of interaction, thus helping to build an active community around the brand itself. Furthermore, influencer marketing can stimulate valuable conversations and feedback for the company. Recommendations from influencers often result in immediate increases in sales.

Challenges and considerations

Maintaining authenticity is undoubtedly the most important aspect of this type of marketing. If an influencer doesn’t like our product, it’s probably better to work with someone else rather than force them to make content they don’t believe in. it is also important to respect the rules on transparency, making sure that influencers always declare what content they are sponsoring. Analyzing the effectiveness of influencer marketing campaigns can be a complex job, but fortunately there are analysis tools that help in this aspect.


Influencer marketing can be a powerful strategy for connecting with your users in an authentic way. Although it presents challenges, its benefits in terms of engagement, visibility, credibility and reputation make it an almost essential element.



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