Influencer marketing is part of social media marketing and therefore part of below-the-line marketing. It can be an effective marketing strategy to achieve quantitatively measurable sales success and create qualitative branding. The quality of an influencer's reach plays an important role because it should cover the target group of the advertised product or service as clearly as possible. In addition to their reach, influencers are usually also content creators and therefore also offer the company possible content for their social media channels. So, an influencer marketing campaign can create synergies in a company’s marketing efforts.

Possible influencer marketing activities:

• Product placements: Influencers show or use products in their posts (Gifted Reviews)
• Sponsored Content: Posts that promote a brand or product
• Brand Ambassador: Long-term partnerships where influencers regularly report on a brand (Ambassador)