Influencer marketing is becoming a standard in brand marketing strategies as more brands are beginning to see it as a viable consumer acquisition channel with low costs and strong returns. Brands are also realizing how influencer marketing improves campaign reach by allowing marketers to target niche consumer groups with native ad content that resonates more deeply and drives quicker conversions.
However, with all of the fanfare around influencer marketing, many brands still struggle to measure return and qualify the results in order to justify the ad spend. This will change as the industry building around influencer marketing is becoming more tech driven.
I look at the phenomenon of influencer marketing as a three-wave evolution that began with the birth of the social media influencer. This first wave was sparked by consumers, who first- and perhaps coincidentally- demonstrated the viability of native advertising on social media by sharing new products, trends and brands with their friends and fans, thus introducing these brands to new audiences.