Influencer marketing is now an established form of online marketing. Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity or an online influencer endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers. But influencer marketing doesn’t just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.
Using social media influencers in marketing is the practice of building relationships with the people who can build relationships for the brand. Whether an influencer's audience is small or large, an influencer can reach consumers via their blogs and social networks that the brand may not be able to achieve on its own. This is specifically useful when a brand is trying to establish its presence and to build more brand awareness.