Influencer marketing

is a form of marketing in which focus is placed on influential people rather than the target market as a whole.

It identifies the individuals that have influence over potential customers and orients marketing activities around these influencers.

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

These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).

The influencer marketing industry has increased extremely fast over the past years and its global value for Instagram now is estimated to be 1.07 billion U.S. dollars.

With the infographic below, it is interesting to note that the starting price for a local influencer with 100+ followers is R1732.72 per post and influencers with less than 5000 followers offer higher engagement and are the “biggest untapped oppurtunity”