What we know about influencer and content creator marketing

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.

Influencer and, increasingly, content creator opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers. Authenticity, brand fit and long-term partnership are key to successful influencer/creator marketing. Brands need to get to grips with the rise of new models of social influence that are emerging thanks to the rise of new platforms and social commerce, and the growing importance of thought leaders, cause advocates, curators, algorithmic personalisation and niche passion-based communities.

Definitions

An influenceris an individual who has above-average reach or impact through word-of-mouth or social...

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