While influencer marketing may seem like a new trend born of Instagram, Kardashians, and TikTok dancing, it’s actually an ancient practice. Champion Roman gladiators endorsed products, and the British royal family has allowed its suppliers of goods and services the use of certain royal imagery to indicate the sovereign’s favor since the 15th century. Looking to others for recommendations on what to buy, eat, wear, read, and watch is human nature.
Today’s influencers are more than just trusted friends and coworkers; they’re expected to represent a $13.8 billion market in 2021, according to Influencer Marketing Hub (IMH). Integrating influencers into broader marketing campaigns has become increasingly important for business-to-consumer companies. While many marketers have a vague notion that they should be working with influencers, they may not be aware of the true value influencers can bring to their brands.
To learn more, check out the infographic below, created by Maryville University’s Bachelor of Arts in Communication program.