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Influencer Marketing is one of the biggest marketing trends for the past five years. If you spend much time browsing Instagram or YouTube, no doubt you will have come across an internet celebrity with a sponsored post or product placement promoting some random brand. So how does it all work? Social media influencers are individuals who create content promoting certain brands through social media sites like Instagram, YouTube, Twitter, and Facebook. This is a marketing strategy used by brands who hire these influencers to increase their interactions with their target customers online, increasing their brand awareness and recognition, increasing sales. “Influence can be broadly defined as the power to affect a person, thing or course of events. Influence manifests itself in many ways, from direct purchase advice to subtle shifts in perception of a vendor’s credibility.” (Brown & Hayes, 2008) Influencers have built a reputation online for their knowledge and expertise on a topic or lifestyle or because of their status. This reputation gives them social influence in their specific niche or area of expertise/fame, their followers taking note of their actions and opinions. Unlike celebrities of the past who often lead very private lives, influencers give followers access to a snapshot of their personal lives. This glimpse into the good life creates a bond and helps influencers to win the trust of their target audience. These social relationships become assets for influencers to collaborate with brands to help them reach their marketing goals, as they have the power to affect the purchase decisions of others through their authority and trust of their following. This provides credibility for brands with a shared target audience.

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