Updated
Influencer marketing is cooperation with people who have an engaged audience on Instagram, TikTok, YouTube, LinkedIn or blogs. The influencer presents a product or brand to their followers, who trust their recommendation more than an ad.
Types of influencers
- Nano and micro influencers: smaller, often very engaged audiences in a niche. Usually the best value for local and B2B brands.
- Macro influencers: larger reach, higher prices, lower engagement.
- Celebrities: huge reach, mainly for brand awareness.
How to choose the right influencer
Look at the audience, not only follower counts: who follows them, from which country, how many people comment and whether their content fits your brand. Ask for statistics from the platform, not screenshots.
Collaboration models
Paid posts, free products in exchange for content, affiliate commission per sale, see affiliate marketing, or long-term ambassador programmes. Paid collaborations must be clearly labelled as advertising.
Measuring results
Use unique UTM links or discount codes, track reach, engagement, traffic and sales. Content from influencers can also be reused in Meta Ads with the creator’s permission.
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