Influencer marketing: beyond the hype

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

Influencer marketing has demonstrated exceptional growth in essentially a totally new social marketing category. The booming industry has reached maturation in an incredibly short time-frame as marketers increasingly want to be active on the next best channel to effectively target their customers. However, the use of individuals to market a brand, product or service by creating an emotional connection with consumers has been around since the early twentieth Century. As new innovations are developed and society becomes more technologically advanced, the interconnections between people, media, technology and markets are constantly shifting and evolving. Social media has facilitated and democratised the recent boom and led to the creation of an entire community of new online influencers, most of whom are looking to monetise their followings.