An influencer is a person who has the ability to affect the behavior of other people as a result of the size of their audience or their individual persuasiveness. Influencers can influence through the overall size of their audience (total reach) or because of their authority and reputation within a smaller community of people.
Influencers are of interest to companies who wish to pursue influencer marketing. Influencer marketing rose from the common practice of celebrity endorsement. A typical influencer marketing arrangement includes a brand paying an influencer for mentions or promotions of their products.
Influencer marketing is particularly common in the health and fitness industry, with Instagram a common influencer marketing platform. However, influencer marketing refers to any marketing program intended to increase mentions of a brand by an influencer.
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