Influencer marketing is part of social media marketing and thus belongs to below-the-line marketing. It can be an effective marketing strategy to achieve quantitatively measurable sales success and to shape qualitative brand building. The quality of an influencer's reach plays a crucial role, as it should closely match the target audience of the product or service being promoted. In addition to reach, influencers are often also content creators, offering companies potential content for their social media channels. An influencer marketing campaign can thus generate synergies in a company’s marketing efforts.

Possible activities in influencer marketing:

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