Influence marketing is a form of marketing in social media, by social media influencers.

Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves.

Although influencer marketing is not a new concept within the industry, it has become wildly popular in the past few years. As the world around us becomes more technologically advanced, influencer marketing has made its way to the forefront and companies are devoting more time and effort to the tactic than ever before.