It is a well-known fact that influencers are taking the world by storm. Social media platforms are bristling with skilled and engaging individuals who use their talents to entertain the world, and users can’t seem to get enough.

And though the influencer marketing industry has already reached new heights in the past few years, it is estimated it’ll be worth $24.1 billion by 2025, outperforming all forms of traditional marketing.

With more and more brands now owing their success to the use of influencer marketing strategies, businesses that want to make an impact can’t afford to miss out on the opportunities influencer marketing can offer.

But what exactly does influencer marketing involve?

Influencer marketing involves a partnership between a brand and one or more influencers. Usually, these types of partnerships involve endorsements and product promotion from the influencers, who use their social media platforms to advertise on behalf of the brand.

Influencer marketing is now a full-time career for many of these talented individuals, and it has quickly become a mainstream form of advertising that does wonders for brand recognition.

How do influencers work with brands?

The type of agreement set out between influencers and brands is entirely based on their individual needs, but the partnership aspect is fundamental to this marketing approach, as there are mutual benefits to be enjoyed by both parties when an influencer marketing collaboration is born.

When done right, influencer partnerships can be successful for both brands and influencers, who each introduce one another to their respective audiences, opening up a whole new world of experiences and opportunities.

Ultimately, the key is to ensure brands are providing their chosen influencers with an opportunity that adds value to their social media presence and offering, as well as ensuring the individuals they have selected are a good match with regards to shared values, niche and audience.

What are the main benefits of influencer marketing?

So, why is influencer marketing so effective in this day and age? We simply can’t deny that times are changing, and traditional forms of marketing are no longer effective, particularly on younger generations.

Around 49% of consumers depend entirely on influencer recommendations to purchase products. This means consumers feel confident about spending money based solely on the advice provided by an individual they particularly trust.

And it is precisely this element of trust that makes influencers so powerful. When making a purchase, most people would rather listen to the advice of a friend rather than that of a business or a brand, and consumers’ trends follow the same principle.

The right influencer for your brand should share your values and mindset, giving you a higher chance of connecting with the right individuals, and building trust with your target audience will be much easier with the help of an influencer who has already built a solid relationship of credibility and trust with them.

This type of focused customer targeting allows any content you put out to be directed to the right audience – individuals who already have an interest in similar products or services, allowing for better market penetration and a huge potential to increase your ROI.

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Influencer marketing platforms

Whether you require a multi-channel approach to your influencer marketing strategy, or a plan that focuses primarily on a specific social media platform, being aware of what each social media platform can offer in terms of influencer content for each niche can be an essential resource.

And while brands can now choose to work with influencers on any social media platform, every brand should aim to target TikTok, Instagram or YouTube, or a combination of the three.


A fast-rising video-sharing social network, TikTok currently ranks amongst the top apps in the world for popularity. TikTok is now considered to be the perfect platform for self-expression and creative outlets, bringing joy and endless entertainment to users worldwide.

TikTok hosts a variety of music and entertainment influencers in particular, housing a number of hilarious and engaging videos as well as spectacular music performances.

A recent study has shown that around 68% of TikTok users find ads on TikTok to be unique when compared to competitors’ platforms. It is precisely this element of authenticity and genuine connection TikTok influencers offer that can generate quick wins for brands.

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81% of Instagram users actively use the platform to research new products and services, making it the ideal spot for brands to establish a presence with the help of influencer marketing.

With a huge focus on beauty and fashion, Instagram marketing can work for brands of all sizes, and while TikTok’s popularity is rapidly rising, Instagram is still in the lead, with 1.3 billion users compared to 1 billion on TikTok.

Instagram is a versatile platform that allows users to create a variety of content. Giving brands the ability to market through regular photo posts and videos as well as livestreams, a complete Instagram marketing strategy can use multiple formats to reach individuals, increasing reach and finding different groups of consumers to engage with.

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Despite the increased dominance of other social media networks such as Instagram and TikTok, YouTube remains an incredibly popular platform, with more than 2.5 billion active users.

YouTube offers users a significantly different experience when compared to both Instagram and TikTok, with longer-format videos that allow influencers to create truly detailed, in-depth content.

Perfect for vlogs, gaming videos and product reviews – just to name a few, YouTube is the perfect platform for video influencers capable of giving your audience a real look into what your products or services are all about.

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Finding the right influencers and the right platforms

As a leading influencer marketing agency with access to a number of talented influencers, Influencer Matchmaker can match you with individuals that would perfectly complement your brand, helping you get the most out of the opportunities influencer campaigns can offer.

To find the right influencers for your campaigns or learn more about influencer marketing, contact our team of experts today by emailing or give us a call on 02039 580 427.