Influencer marketing has now matured as a marketing channel, having endured several cycles of hype and disillusionment among marketers.

There is finally a clear understanding of the rules and values of influencer marketing as a channel. It is now a staple on most marketing plans.

Most marketers find influencer marketing very effective. This is reflected by a trend of increasing budgets assigned to it.

In one study by Tomoson, marketers saw an ROI of more than six times their initial investment in such campaigns, attracting more valuable customers than any other channel.

The most common objective for influencer campaigns is engagement. Other metrics are important, such as clicks and sales, but realistically an influencer’s best use is generating awareness and helping to initiate relationships with new audiences.

Join the discussion

Many celebrities are highly influential on social media channels. In the comments below give an example of a celebrity who works as a social media influencer, including the brand or types of products they promote. Do you think it’s a good thing for celebrities to influence customers’ buying decisions? What about people who simply become famous as influencers?

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.