From a marketing point of view, an influencer is someone with a large following who engages regularly with their audience, particularly via social media. Many influencers are prepared to publicize a brand in return for a fee. Brands usually partner influencers who are known for their knowledge or passion for relevant topics. For example, Joy Wilson, known as Joy the Baker, is a food blogger and cookbook author who has partnered with KitchenAid. She has created recipes using KitchenAid products and appeared in the company's promotional videos. Sephora collaborates with beauty influencers to promote their latest makeup and skincare products to beauty enthusiasts and makeup lovers. Choosing influencers who are an authority in an area related to what the brand stands for makes the endorsement credible and ensures the audience will fit well with the brand’s needs.
The term Brand Ambassador is often used for an influencer who is famous for something that isn’t directly related to the brand but is relevant to the desired identity. BMW, for example, has partnered Alexandra Lapp, the entrepreneur and blogger, famous for her love of fashion and travel. The most popular influencers have hundreds of thousands of followers making them among the biggest media channels in the world. Partnering influencers works well for building awareness of new products and special offers because influencers are always on the lookout for news to share with their followers. It also works well for products that require explanation in order for consumers to understand their value. Influencers can explain how a product works and provide demonstrations that might be less interesting and convincing if included in traditional ads. |