Influencer Marketing
A marketing strategy using individuals with established social media audiences to promote products or services.
Full definition
Influencer marketing involves partnering with individuals who have built engaged audiences on social media platforms to promote brands, products, or services. Influencer tiers: mega-influencers (1M+ followers), macro-influencers (100k–1M), micro-influencers (10k–100k), and nano-influencers (1k–10k). Contrary to expectation, smaller influencers (micro and nano) often deliver higher engagement rates and more authentic recommendations — their audiences tend to be more niche and trusting. Key considerations: audience relevance (not just size), engagement rate (not follower count), content quality, and disclosure compliance (ASA in UK, FTC in US require clear paid partnership labelling).
Real-world example
A natural skincare brand achieves 4× better cost per acquisition by working with 50 nano-influencers (5k–10k followers each) compared to one mega-influencer with 2 million followers.
Related terms
Content created by customers or users — photos, videos, reviews — rather than the brand itself.
Read definitionThe percentage of your audience that interacts with your content through likes, comments, shares, or saves.
Read definitionReach is the number of unique users who saw your content; impressions is the total number of times it was displayed.
Read definitionThe psychological phenomenon where people follow the actions of others — used in marketing through reviews, testimonials, and follower counts.
Read definitionReady to apply this to your business?
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