Social media influencers are individuals who have built a large and engaged following on social media platforms, usually through the creation of original, creative, and quality content. As experts in their fields, these influencers are able to promote brands, products, and services to their followings, and through their endorsements, these brands can reach and engage with more potential customers.
Social media influencers have become an important part of the marketing landscape in recent years, as more and more people rely on the internet for their shopping and purchasing decisions. By relying on influencers to promote their brands and products, brands can benefit from the influence of the influencer, who has already developed trust among their followers.
An influencer can be anyone from a celebrity, to a fashionista, to a YouTuber. Many brands are also beginning to launch their own influencer networks, made up of both in-house and externally hired influencers, in order to create a more targeted and consistent approach to influencer marketing.
To determine the success of an influencer's impact on a brand, companies will often rely on metrics such as reach and impressions. Reach is calculated by determining the total number of people the influencer was able to bring to the brand's page, and impressions refer to the amount of times the influencer's post was seen.
Ultimately, social media influencers have become essential to many brands, allowing them to reach a new and often large customer base faster and more cost-effectively than ever before. While influencers can have a major impact on a brand's success, it is important for companies to vet potential influencers beforehand in order to make sure a perfect match is made between the brand and the influencer.