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Influencer marketing is a form of marketing that reaches out to people believed to have an influence over a target audience. Influencer marketing is often practiced digitally on social media.

Organizational marketers believe that if influencers share (and endorse) their products their audiences are more likely to convert to being customers.

That’s true to a degree, but influencers also have a lot to lose if they endorse a product for pay and, especially if they don’t disclose the compensation to their audiences. Their followers probably will lose trust and with that the influencer’s influence can diminish some.

Influencer marketing has become wider known with the launch of social networks like Twitter. Organizational marketers can tell through services like Klout and others who on Twitter has a lot of influence – at least in theory. Getting those influencers on your brand’s side is called influencer marketing and when done right and authentically can benefit many – if not all – involved. When done in a non-authentic way, it can hurt relationships, brand reputation and even lead to negative earned media coverage.

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