Why you need to care about influencer marketing. How is it used by agencies? What factors are essential when targeting influencers? With the hard-to-fathom social influencer shenanigans rocking the political world, it’s not all that far-fetched to wonder whether the social media community hasn’t entered some kind of apocalyptic corporate landscape ruled by engineered influencer marketing.

And, in fact, influencer marketing is one of the hottest social marketing topics this year. Influencer marketing is simply the action of promoting and selling products or services through people (influencers) who can affect the perceived character of a brand by their actions and statements. Think Beast Mode. Think Kardashians.

Celebrity endorsements aren’t new, but what makes influencer marketing unique in this cultural moment is the way that social channels have given everyone the opportunity to share their voices. That means there are so many more potential influencers today and those influencers might be obscured by the sheer volume of social activity. “Micro-influencers,” if identified correctly, can target those niche communities with high potential to convert.

Implications Of Influencer Marketing

Influencer marketing is making a huge impact on overall marketing efforts and is quickly becoming a favourite tactic to grow social audiences, engage users, and increase revenue. In fact, businesses generate an average of $6.50 for every $1 invested in influencer marketing, according to influencer marketing specialist Tomoson.

As managing messaging through social media channels becomes increasingly central to marketing communications strategy, it’s clear that agencies will have an important role in defining the way influencer marketing affect everything a brand’s C-suite public perception to early adoption of a new suite of core enterprise applications.

Whether brand or agency, social media is a foundational marketing strategy and, if properly tracked and analyzed, can impact the entire buyer’s journey—from cradle to grave. But agency marketers are having difficulties securing budgets and resources to properly implement social marketing strategies for their clients.

Facing budget challenges and the fluid social media landscape, social marketers must constantly adapt existing and integrate new strategies. Agency marketers have the especially difficult tasks of managing multiple social accounts for various clients, creating unique content for each of those clients, and reporting back to clients with evidence of ROI.