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Influencer marketing is based on the idea that certain individuals have significant influence over the purchasing decisions of their followers or fans. These influencers, who can range from celebrities to experts in a specific niche, have an established and engaged audience on platforms such as Instagram, YouTube, Twitter and other social networks.

Instead of directly targeting a large group of consumers, companies can collaborate with these influencers to promote their products or services. Authenticity is key in influencer marketing: for a campaign to be effective, the product or service must be something the influencer would genuinely use and recommend.

The rise of social media has significantly broadened the concept of an influencer, allowing even those with a few thousand followers to have a significant impact on specific niches. It is essential that companies choose influencers whose values and audience align with their brand to ensure a successful and authentic partnership.