Influencer marketing is the ongoing buzz in the town and tapping into this market has shown significant growth in engagement for brands compared to following conventional marketing strategies.

Influencers are people who have a sizable social following and are considered or viewed as experts in their niche. These influencers have built trust with the community they’ve formed by showcasing their skills, being true to who they are, and not shying away from the mistakes they've made or might make along the way. This helps in building an honest relationship with the audience.

Influencer marketing is a part of social media marketing that uses these influencers for endorsements and product mentions. It works because of the trust and relationship these influencers have with a brand's potential customers and their recommendations or mentions work in the form of social proof.

Brands choose to work with influencers to get onboard the trust train these influencers have built with their audience and potential audience of the brands. Some brands also work with influencers to enter a new demographic. Influencers build their following over time and provide real quality content to their audience. They engage with these followers several times a week and know how to interact and keep their spirits up, in turn making a brand interact with them.

Brands use influencers to make their products more relatable, in order to humanise their commercial messages/offerings. Since the content created by influencers pertains to their specific audience, they would naturally relate to the brand on a personal level and be convinced to buy their product(s) or share it with their connections. This not only helps brands in maximising their product reach, but also gives a chance to these influencers to use this medium as a way to connect with more people.

Brands can reach numerous people by targeting the right influencers, hence, spreading awareness about their brand even if it doesn't increase sales by the same numbers.

To conclude, influencer marketing can be extremely effective if you use the right influencers to target and penetrate the right audience and build a long-term relationship with them.