What is the main purpose of influencer marketing?

The main purpose of influencer marketing is to leverage key individuals—often referred to as influencers—who have established credibility and a significant following to spread brand messages. Influencers typically have the power to affect the purchasing decisions of their audience due to their expertise, authority, or relationship with their followers. By collaborating with influencers, brands aim to reach a wider audience, enhance their credibility, and create authentic connections with potential customers. This approach enables companies to deliver their marketing messages in a more relatable and engaging way, often leading to higher engagement and conversion rates.

The emphasis in influencer marketing is on building a relationship through trusted personalities rather than simply promoting discounts or conducting market research solely for internal purposes. Rather than decreasing expenses, influencer marketing often requires investment in partnerships with key figures.