Definition
An influencer is someone who has impact on the decisions of others.
In marketing there are three types of influencers: [1]
Influencer (buying role): a person whose views influence other members of the buying center in making a purchase decision.
Influencer (topical): a person with knowledge and expertise in a particular topic who is sought out for advice and guidance.
Influencer (social media): a person who makes regular posts within social media channels through which they have established a large following of enthusiastic, engaged people who pay close attention to their views.
Influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market. Rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates and employees) to get the word out on their behalf. [2]
See Also
Name, Image and Likeness (NIL)
MASB: Sponsorship Accountability Pt 9: Name, Image, Likeness AND Influence
References
- Common Language in Marketing Project, 2020.
- Association of National Advertisers, Brand Activation Info.