What is Influencer Marketing?

Influencer marketing has become a popular strategy as of late, but what defines influencer marketing? How does it work? Read below to learn about influencer marketing.

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Influencer marketing is a form of marketing that focuses on working with influential people, or influencers, to drive your brand’s message to a targeted audience. It combines the idea of celebrity endorsements with modern-day content-driven marketing methods.

Influencer marketing ties in components of both social media marketing and content marketing. Influencers spread the word about a brand on their personal social channels, and they do so by creating content surrounding a brand’s product or service. Typically, the influencer is paid monetarily or in free products.

However, good influencer marketing is not simply a compensated collaboration between a brand and an influencer, but rather a sincere relationship between the two. Instead of blindly fixating on the number of follows and likes, it’s more important to build a genuine relationship with an influencer who shares your brand’s vision and goals. Influencer marketing works because it relies on the influencer’s credibility and authenticity, which already exists in the minds of their audience.

Here’s a great example of influencer marketing.


As a retailer that has presence in over 50 countries, iHerb found that creating marketing materials that relate to multiple, highly diverse international markets can be difficult and expensive to do in-house. iHerb’s internal creative team looked for ways to outsource content creation without compromising quality and authenticity, which is when they turned to influencer marketing.

By running an influencer program, iHerb was able to discover and connect with influencers from several countries to make content in different languages and target different markets. With over 590 influencer collaborations within the year, they saw a substantial increase in ROI and had a large quantity of content to repurpose onto various social channels.

Read more about iHerb’s influencer marketing program.

4 Simple Steps to a Successful Influencer Marketing Campaign

Step 1

Find the right influencer

for your brand manually or through an agency or platform. Using a platform like AspireIQ will help you discover targeted influencers at scale in a fraction of the time.

Learn more about how to streamline influencer marketing here.

Influencer Marketing Resources: