Influencer
In a Nutshell
An influencer is a content creator with purchasing influence over their followers. In theory: trust-based recommendation. In practice: an ad you don't notice when the disclosure is missing.
What It Really Means
Influencer marketing is one of brands' fastest-growing channels. Because the word of someone followed feels more convincing than that of a stranger.
But this channel's power is directly proportional to credibility. The moment a follower senses whether a recommendation is sincere or paid, the effect drops.
Follower count is often misleading. A small but genuinely engaged audience can be worth more than a million uninterested ones.
A good influencer partnership works not when the brand uses the person, but when the person can translate the brand into their own voice.