Influencermarkedsføring

Influencer marketing is a form of marketing in which brands collaborate with individuals who have built a following on social media or other digital platforms to promote products or services. Influencers leverage perceived trust and expertise to reach audiences through posts, videos, and reviews.

Influencers are often categorized by follower count, such as macro-influencers (tens to hundreds of thousands) and micro-influencers (thousands). Campaigns may include sponsored posts, product seeding, affiliate links, and long-term brand ambassadorships. Content is tailored to the influencer’s audience and style.

Campaign effectiveness is commonly measured by reach and engagement, as well as conversions and return on investment. Marketers track performance with discount codes, affiliate links, and analytics to attribute sales and other actions to specific creators.

Regulations and ethics emphasize transparency. In many jurisdictions, disclosures are required when content is sponsored or when a material connection exists. Brands face risks related to authenticity, audience trust, and brand safety if the influencer’s persona clashes with the brand.

The practice emerged with the rise of social media in the 2010s and has since expanded to various platforms, including Instagram, YouTube, TikTok, and live-streaming services. Ongoing trends include more authentic partnerships, performance-based models, and tighter platform and regulatory oversight.