Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

The social media era has placed a spotlight on those celebrity and near-celebrity “influencers” with thousands, even millions of followers on YouTube, Instagram, and other social media platforms, most of them paid to endorse brands. Largely on the strength of these online influencers, Business Insider Intelligence has estimated that the industry will reach $5 to $10 billion by 2022.

While these paid influencers can drive surges in demand, marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. Because of the fascination with paid influencers, we believe marketers overlook a massive—and proven—opportunity to cultivate strategies that would put the power of these everyday influencers to work on their behalf.