In recent years, there has been an increase in the importance of social networks as means of communication and promotion. Channels like Facebook, YouTube and Instagram are now considered real places to promote your business and your brand.
The terms “Influencer” and “Influencer marketing” originate from social networks. The influencer is an individual with a large number of followers that has the ability to influence consumers’ buying behaviour because of his/her charisma with respect to specific areas of interest.
THE EVOLUTION OF INFLUENCER MARKETING
The influencer marketing is an indirect advertising strategy, meaning the promotion of a brand, a product or a company through the social activities of an influencer who shows approval towards that brand, product or company.
From this point of view, the choice of the influencer is crucial for the success of the digital strategy of a company and it is necessary to choose a figure who is recognised by the public as an expert of that topic.
HOW TO CHOOSE THE RIGHT INFLUENCER: THE FOUR R’S RULE
Like any marketing strategy, even the influencer strategy has its own specific rules. The best known is that of the 4 R’s: