influencer marketing
Working with people who have an engaged online following to promote products or messages to their audience.
Definition
Influencer marketing pays or rewards creators to feature a brand. Choices include one-off posts, ongoing ambassadorships, affiliate arrangements and gifted products. Relevance and audience trust usually matter more than follower count. In many countries, regulators require clear disclosure of paid or gifted partnerships, so contracts should cover disclosure, content approval, usage rights, exclusivity and payment. Agencies can help find, brief and manage creators and report results. Verify audience quality by reviewing comments and demographics, because follower totals alone can hide inactive or purchased followers.
In a sentence
The brand worked with ten small creators whose audiences matched its customers.
The contract required clear disclosure of the paid partnership.
