Just what is influencer marketing?

Influencer marketing has been one of the most talked about, yet highly misunderstood, marketing trends of the past few years.

Many view celebrities – think of Beyoncé for Pepsi or Jordan Spieth for Under Armour, for example – as the driving force behind influencer marketing. In reality, the rise of influencer marketing has been fueled by “micro-influencers” – everyday consumers with a modest yet highly engaged social media following.

In a recent blog post, I offer thoughts on how micro-influencers have helped change the marketing landscape, and how even companies with limited marketing budgets can potentially leverage them to increase exposure.

– Mike Trainor, S&A Communications