Influencer marketing
DefinitionContent & Social
Influencer marketing
Partnering with people who hold an audience's attention and trust to carry the brand's message - from celebrity endorsement's descendant to long-tail creator programmes. Distinct from creator ads: influencer marketing spans organic partnership, gifting and content licensing, not just paid media.
Evidence from the library
Three creator strategies: media channel, creative partner, cultural assetPrinciple"Creator marketing doesn't play by the same rules as traditional advertising, it plays by the rules of trust. Ads interrupt attention; creators earn it. The moment you treat a creator like an ad placement, you lose what makes the channel work in the first place: authenticity, cultural fit, and audience relationship."QuoteCreators match other channels on short-term ROI but carry the highest long-term brand-building multiplier of any channel.StatSteer the brand presence and message, not every creative choicePrinciple+51% long-term ROIInfluencer marketing pays back most in the long termStat
Source
Marketing Definitions
standard social media practice
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